MINOR PROJECT REPORT

On
“Title”

Submitted for the partial fulfillment of the degree of the

“Bachelor of Business Administration (BBA)”

Management Education and Research Institute

Affiliated To Guru Gobind Singh Indraprastha University

Sector 16-C, Dwarka, New Delhi

Supervised By: Submitted By:

Ms. Sarita Yadav Name: CHEHAK

Assistant Professor Roll Number: 03015101723

MERI BBA 2nd Semester

DECLARATION

I, Chehak, hereby declare that the minor project entitled “BATH AND BODY WORKS” submitted by me
for the partial fulfilment of the degree of the “Bachelor of Business Administration (BBA)”.

This project has been prepared under the guidance of Ms. Sarita Yadav Assistant Professor (MERI).
CERTIFICATION

This is to certify that the project work “BATH AND BODY WORKS” made by CHEHAK, BBA,
2nd Semester is an authentic work carried out by her under supervision of Internal Guide: - Ms.
Sarita Yadav.

The minor project report submitted has been found satisfactory for the partial fulfilment of the
degree of Bachelor of Business admiration.

Mrs. Sarita Yadav

(Internal supervisor)
ACKNOWLEDGEMENT

I would like to express my special thanks to Ms Sarita Yadav for providing me an opportunity to do this
project. I sincerely thank her for guidance, enthusiastic suggestions and individual encouragement which
helped me in the completion of the project.

I undertook this project, for extending the advice and direction that is required to carry on a study of this
nature, and for helping me with the intricate details of the project at every step. Without their support and
guidance, it would have been very difficult to complete the project.

Lastly, I would like to thank all my respondent who offered their opinion and suggestions through the
project.
Table of contents

S.NO PARTICULARS PAGE NO

Declaration
1 I

Internal guide certificate

2 II

Acknowledgment
3 III

4 Chapter 1: Overview of Industry

5 Chapter 2: Overview of Company:

• Introduction of company

• Organization Structure

• Product Line of Company

• Market Share of Company

6 Chapter 3: HR Policies of Company

7 Chapter 4: Marketing Strategies of Company

8 Chapter 5: Financial Aspect of Company

9 Chapter 6: SWOT Analysis

10 Chapter 7: Findings, Limitations and Recommendations

11 Chapter 8: Conclusion

12 Bibliography
OVERVIEW OF INDUSTRY

Bath & Body Works operates in the personal care and home fragrance industry, which encompasses a wide
range of products designed to enhance personal hygiene, wellness, and sensory experiences. This industry
includes various segments such as skincare, bath and body care, home fragrances, and accessories. With a
focus on providing indulgent and luxurious products, Bath & Body Works competes in a highly
competitive market alongside other prominent brands and retailers. The industry is characterized by
evolving consumer preferences, trends, and innovations, driving companies to continually innovate and
develop new product offerings. Additionally, factors such as changing demographics, lifestyle shifts, and
economic conditions influence consumer purchasing behaviour within the industry. Overall, the personal
care and home fragrance industry offer significant growth opportunities for companies like Bath & Body
Works that prioritize product quality, innovation, and customer satisfaction.
OVERVIEW OF COMPANY

Introduction of Company:

Bath & Body Works is a prominent American retailer specializing in personal care and home fragrance
products. Established in 1990, the company has become synonymous with indulgent and luxurious
experiences, offering a wide range of high-quality skincare, bath, and body care items, as well as home
fragrances, candles, and accessories. With a focus on providing sensory delight and pampering, Bath &
Body Works has captured the hearts of millions of customers worldwide. The brand is renowned for its
innovative product formulations, captivating scents, and eye-catching packaging. Bath & Body Works
operates under the umbrella of L Brands, a leading American fashion retailer, and has a vast network of
retail stores across the United States, as well as an e-commerce platform that serves customers globally. As
a beloved household name, Bath & Body Works continues to set the standard for beauty and wellness
products that enhance everyday rituals and elevate the senses.
Organization Structure

Bath & Body Works operates as a subsidiary of L Brands, a renowned American fashion retailer. Within
the organizational structure, Bath & Body Works functions as its own entity with a dedicated team
overseeing various aspects of the business, including product development, marketing, operations, and
retail.

At the top of the hierarchy is the executive leadership team, consisting of the President and CEO, as well as
other key executives responsible for guiding the overall strategic direction of the company. Below them are
the various departments and divisions, each headed by vice presidents or directors who oversee specific
functions such as merchandising, marketing, finance, and human resources.

Within the retail segment, Bath & Body Works operates a vast network of standalone stores across the
United States, as well as an e-commerce platform that serves customers worldwide. The retail operations
are supported by distribution centres and logistics teams responsible for inventory management, order
fulfilment, and supply chain logistics.
Product Line of Company:

Bath & Body Works offers an extensive range of products designed to pamper and rejuvenate the body and
senses. The company's product line includes:

1. Body Care: Bath & Body Works offers a diverse array of body care products, including shower gels,
body lotions, body creams, body mists, and hand sanitizers. These products are available in an array of
enticing scents, from fruity and floral to warm and cozy.

2. Home Fragrances: The brand is renowned for its exquisite home fragrance collections, featuring scented
candles, room sprays, and wallflower plugins. These products are designed to create inviting and cozy
atmospheres in homes, with fragrances ranging from fresh and clean to sweet and spicy.

3. Hand Soaps and Sanitizers: Bath & Body Works is a leading provider of hand soaps and sanitizers,
offering a wide variety of formulas to keep hands clean and moisturized. Their hand soap collections
feature nourishing ingredients and delightful scents, while their hand sanitizers provide on-the-go germ
protection.

4. Accessories: In addition to their core product lines, Bath & Body Works offers a range of accessories,
including candle holders, soap dishes, and cosmetic bags. These accessories complement their product
offerings and allow customers to enhance their bath and home fragrance experiences.
Market Share of Company:

Bath & Body Works holds a significant market share in the personal care and home fragrance industry,
both domestically and internationally. The brand's popularity and widespread recognition contribute to its
strong market presence and competitive position.

In the United States, Bath & Body Works is a dominant player in the beauty and wellness market, with a
large share of retail sales in the personal care and home fragrance categories. The company's extensive
product offerings, captivating scents, and seasonal collections attract a diverse customer base, ranging from
teenagers to adults.

Internationally, Bath & Body Works has expanded its footprint in select markets, capitalizing on global
consumer trends towards self-care and home indulgence. The brand's presence in key regions such as
Canada, the United Kingdom, and the Middle East has contributed to its growing market share and brand
awareness on a global scale.

Overall, Bath & Body Works continues to strengthen its position as a leader in the personal care and home
fragrance industry, leveraging its strong brand identity, innovative product offerings, and customer-centric
approach to drive growth and success in the marketplace
Chapter 3: HR POLICIES OF COMPANY
Bath & Body Works prioritizes human resource management practices that foster a
positive work environment, support employee well-being, and drive organizational
success. Here are some key HR policies of Bath & Body Works:

1. Employee Development and Training:

Bath & Body Works invests in employee development through comprehensive
training programs and opportunities for skill enhancement. The company provides
ongoing training to ensure employees are equipped with the knowledge and skills
needed to excel in their roles. This includes product knowledge training, customer
service training, and leadership development programs.

2. Diversity and Inclusion:

Bath & Body Works is committed to fostering a diverse and inclusive workplace
where all employees feel valued, respected, and empowered. The company promotes
diversity and inclusion through recruitment practices, employee resource groups, and
training initiatives aimed at raising awareness and understanding of diversity issues.

3. Health and Safety:

Bath & Body Works prioritizes the health and safety of its employees by
implementing robust health and safety policies and procedures. This includes
providing a safe working environment, conducting regular safety inspections, and
providing training on health and safety best practices.

4. Compensation and Benefits:

Bath & Body Works offers competitive compensation and benefits packages to
attract and retain top talent. This includes competitive salaries, performance-based
incentives, and comprehensive benefits such as healthcare coverage, retirement plans,
and employee discounts on products.

5. Work-Life Balance:
Bath & Body Works recognizes the importance of work-life balance and supports
employees in achieving harmony between their professional and personal lives. The
company offers flexible work arrangements, including telecommuting options and
flexible scheduling, to accommodate employees' individual needs and preferences.
6. Employee Recognition and Rewards:
Bath & Body Works values employee contributions and recognizes outstanding
performance through various recognition and rewards programs. This includes
employee of the month awards, peer recognition programs, and incentives for
achieving performance targets.

7. Communication and Feedback:

Bath & Body Works fosters open communication and feedback channels between
employees and management. The company encourages regular communication
through team meetings, employee surveys, and feedback sessions to ensure that
employee voices are heard and valued.

Overall, Bath & Body Works' HR policies are designed to create a supportive and
inclusive work environment where employees can thrive, grow, and contribute to the
company's success. By prioritizing employee development, diversity and inclusion,
health and safety, compensation and benefits, work-life balance, employee
recognition, and communication, Bath & Body Works aims to attract, retain, and
engage top talent and maintain its position as a leading employer in the beauty and
retail industry.
Chapter 4: MARKETING STRATEGIES OF COMPANY
Bath & Body Works employs a variety of marketing strategies to maintain its position as a leading retailer
in the personal care and home fragrance industry. These strategies are designed to engage customers, drive
sales, and build brand loyalty. Here's an overview of Bath & Body Works' marketing strategies:

1. Product Innovation and Development:

Bath & Body Works continually introduces new and innovative products to keep customers excited and
engaged. The company invests in research and development to create unique formulations, scents, and
packaging designs that appeal to a wide range of preferences and tastes.

2. Seasonal and Limited-Edition Collections:

Bath & Body Works capitalizes on seasonal trends and occasions by launching special collections and
limited-edition products. These include holiday-themed collections, seasonal scents, and exclusive
collaborations with influencers and celebrities. By offering limited-time products, Bath & Body Works
creates a sense of urgency and exclusivity, driving customer interest and sales.

3. Multi-Channel Marketing:

Bath & Body Works utilizes a multi-channel marketing approach to reach customers across various
platforms and touchpoints. This includes traditional channels such as print advertising, television
commercials, and direct mail, as well as digital channels such as social media, email marketing, and the
company's website. By leveraging multiple channels, Bath & Body Works maximizes brand exposure and
engagement with customers.

4. Social Media Engagement:

Bath & Body Works maintains an active presence on popular social media platforms such as Instagram,
Facebook, Twitter, and YouTube. The company uses these channels to showcase new products, share
customer testimonials, and engage with followers through interactive content, contests, and promotions.
Social media allows Bath & Body Works to connect with customers on a personal level and build
relationships that drive brand loyalty.
5. In-Store Experience:

Bath & Body Works prioritizes the in-store experience, creating inviting and immersive environments
that delight customers and encourage exploration. The company employs sensory marketing techniques,
such as scent diffusers and interactive displays, to enhance the shopping experience and evoke positive
emotions. Bath & Body Works' stores serve as destinations where customers can discover new products,
sample scents, and engage with knowledgeable staff.

6. Customer Loyalty Programs:

Bath & Body Works offers a customer loyalty program, known as the Bath & Body Works Rewards
Program, which rewards members with exclusive discounts, birthday gifts, and other perks. The program
incentivizes repeat purchases and encourages customers to remain loyal to the brand. Additionally, Bath &
Body Works sends personalized offers and recommendations to members based on their purchase history
and preferences.

7. Collaborations and Partnerships:

Bath & Body Works collaborates with other brands, influencers, and celebrities to create co-branded
products and collections. These collaborations generate buzz and excitement among customers, leveraging
the partner's existing fan base to reach new audiences and drive sales.

Overall, Bath & Body Works' marketing strategies are focused on innovation, engagement, and customer
satisfaction. By continually introducing new products, leveraging multiple marketing channels, and
prioritizing the in-store experience, Bath & Body Works maintains its position as a beloved brand that
resonates with customers worldwide.