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……..13 Bibliography ……………………………………………………………………15 Executive Summary Introduction MyBody is a growing force in high street premium beauty retail. With a network of 40 stores and growth plans over the next 18 months for a future of 20 more stores, this young and dynamic company is beginning to make its presence known. The purpose of this report is to provide a marketing communication plan for MyBody to show how it will continue to be sustainable in the future. Summary of Strategy and Aims of My Body We would like to create a strong market presence that will include our retail outlets and a stronger marketing presence on the Internet. We currently have 10% of our market and we would like to increase it to 20% which we believe can be done if we add the ability for people to order online. We believe that we can do this within the next 18 months if we add services to our website and if we increase our marketing efforts. MyBody Competitive and Brand Positioning Our biggest competitors are Penhaligens, PureBody and Boots. MyBody would be somewhere in the middle of these products because our Unique Selling Proposition would be that we are exclusively selling products for the body to make the skin healthier and the body more supple. We would expect that people who were concerned about their bodies would make a special effort to go to an expert in this field. We would be an expert because we offer these products exclusively and we do not offer other types of products like cosmetics, fragrances, or candles. Marketing and Strategic Objectives for 2011 The following marketing and strategic objectives are recommendations for 2011: 1. Create a stronger online presence using social networking to help existing and future customers know about our products. 2. To educate customers about the products they use and their affects on the body. 3. To promote the website online and in the local stores and encourage customers to order online. 4. To promote MyBody using FaceBook, Twitter and LinkedIN as sources for social networking support. 5. To create a series of articles about skincare for various trade magazines online and offline. Target Markets and Characteristics Our target markets are women who are baby boomers and who use the Internet and Generation Xers. Both of these have different characteristics that we must be aware of as we are marketing. As an example, Boomers are more interested in staying young and beautiful. Gen Xers want to feel that they are in control. Marketing Communication Plan for My Body Introduction MyBody is a growing force in high street premium beauty retail.

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