Post on 06-Apr-2017
What is BOOTS???
A well-known company in UK that provides health and beauty products and advice that enhances personal well being…
Early days of BOOTS…
Founded by JOHN BOOT in 1849 as ‘The British and American Botanic Establishment’ in Nottingham
Established as a private company ‘Boot and Company Limited’ by JESSE BOOT in 1883
Company owns global differentiated brands in the self medication market
Employs around 75k people and operates in 130 countries worldwide
Introduced new services like boots optician, insurance services and initiatives, boots for men stores and internet services
To increase the sales of Boots hair care
products without affecting the brand equity
by considering promotional events…
Boots desired to build a new market by using celebrity endorsement to create awareness and an emotional attachment between the consumers and the brand!
Relationship with boots was lucrative
for hair dressers as it gave access to large
percentage of consumers
Mass-market brand
competition
Hair-care retail competition
Confused customer
Belief that changing shampoo brands produced better results than continually using a single brand
Trends in buying behaviour led to changing preferences
Difficult for consumers to identify meaningful differences between the various brands available
Not loyal to brands??
The ALTERNATIVES…
The customer can buy three items of the same brand and get the least expensive item free!!
‘Gift with Purchase’
A product sample is given as free gift on
every purchase!
‘On-pack coupon(50p of)’
The customer can redeem the coupon during their current store visit
The coupon worth 50p
Competitors co
uld not easi
ly co
py their s
trategy
because Boots
had co
ntracts
with
some of th
e most
prestigio
us salo
n brands in
the Unite
d Kingdom.
Boots’ aim
was t
o secu
re marke
t
leadership in
the Unite
d Kingdom
in the hair-c
are segm
ent.
Disclaimer
Created by Suhani Chandra, IIITD&M Kancheepuram during the marketing internship by Prof. Sameer Mathur, IIM Lucknow.