Bath & Body Works Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 16, 2019
Marketing Strategy of Bath & Body Works analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Bath & Body Works marketing mix, help the brand succeed.
Bath & Body Works marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Bath & Body Works Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Bath & Body Works Product Strategy:
The product strategy and mix in Bath & Body Works marketing strategy can be explained as follows:
Bath & Body Works is one of the leading skin care brands based out of the USA. It has a diverse offering under its marketing mix product portfolio. The brand offers products ranging from candles to hand soaps in the United States market. It specializes in the fragrance personal care products. Some of its products are
• Shower Gel
• Soaps, scrubs, handwash
• Room Sprays
• Hand sanitizer
• Lip Gloss
• Skin Care
• Hair Care
There is a lot of variety available under the Bath & Body Works umbrella brand.
Bath & Body Works Price/Pricing Strategy:
Below is the pricing strategy in Bath & Body Works marketing strategy:
Bath & Body Works targets a range of customers over a varied range of products.
Although some of there products are economical, their average price range varies between 3$ to 395$ depending on the product segment. Bath & Body Works sometimes provide coupon codes for a discount on their products.
Following is the distribution strategy in the Bath & Body Works marketing mix:
Bath & Body Works sells its products in offline retail stores and has a significant presence in the online e-commerce space through its own website. It has adopted two-fold strategies to create an omnichannel network for its products.
Extensive distribution enables the brand to reach to wide audience worldwide.
Bath & Body Works Promotion & Advertising Strategy:
The promotional and advertising strategy in the Bath & Body Works marketing strategy is as follows:
Bath & Body Works uses several media channels to promote its brands. Mostly it promotes with digital ads and discount offers. Through their own e-commerce retail, they allow their users to send their products as gifts to their near and dear ones. Currently, it experiences a stiff competition from brands like Sephora and hence indulges in aggressive promotion for their products.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Bath & Body Works.
Bath & Body Works hires the utmost skilled people across different domains be it sales or the management roles. They train the people with upcoming digital technologies to keep their skill sets at par with the demands of the business environment. Their staffs portray courteous behavior in their retail stores and that act as a very big add-on to their sales.
Bath & Body Works is predominantly known for its fragrance products and it uses the best of the qualities to prepare them. When it comes to retail sales and marketing it has managed to carry out a state of art unique technology to bridge the online and offline sales. They have introduced trackable email coupons with trackable barcodes that allow the stores to track coupon redemption. For online customers, Bath & Body Works offer a payment gateway through PayPal and hence can target a bigger audience.
Bath & Body Works recognizes itself with its name across the retail stores. In order to create an effective omnichannel network, the company has come up with the strategy of printable shopping list where the customers can look into the products online, add to their shopping lists, take a print out of it and can buy them in the retail store. This printable shopping list serves as a unique recognition of the brand among the customers. Apart from these, it tries to create its presence in the brochures, websites etc.
Hence this completes the marketing mix of Bath & Body Works.
About Bath & Body Works:
Bath & Body Works is an US-based retailer that mainly deals with fragrance personal care products. Started in 1990 at New Albany, it has expanded across the United States as well as to other markets including Canada and Mexico.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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