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Boots Hair-Care Sales Promotion

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Boots, one of the best known and respected retail names in United Kingdom, providing health and beauty products.
This is a presentation about how it succeeded in promoting its hair-care products

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Boots Hair-Care Sales Promotion

  1. 1. HISTORY OF BOOTS Boots, one of the best-known and respected retail names in the United Kingdom,provided health and beauty products. In 1849, John Boot opened ‘The British and American Botanic Establishment’. Established as a private company ‘Boot and Company Limited’ his son Jesse Boot.
  2. 2. WHAT JESSE WANTED? Jesse wanted the company to be fully self-contained. He wanted it to be the ‘Largest, Best and Cheapest’
  3. 3. DEVELOPMENTS 1. POST-WAR 2. MODERN ERA
  4. 4. POST WAR DEVELOPMENTS • NEW POWER HOUSE. • A FACTORY TO MANUFACTURE COSMETICS-1949. • NEW PHARMACEUTICAL RESEARCH BUILDING -1959. • CHANGE IN BRAND LOGO.
  5. 5. MODERN ERA • ‘17’ COSMETICS LAUNCH-1968. • IBUPROFEN INTRODUCTION-1969. • BOOTS OPTICIANS-1987. • INTERNATIONAl EXPANSION -BOOTS HEALTHCARE INTERNATIONAL-1991. • BOOTS FOR MEN-1999.
  6. 6. BOOT‘S FIRST ADVERTISEMENT
  7. 7. HAIR-CARE MARKET
  8. 8. HAIR-CARE MARKET In 2000, over 60 major brands of hair care products were available in the U.K. market. BUT None of these brands had more than a nine per cent market share.
  9. 9. BOOTS SAW AN OPPORTUNITY TO BE THE RETAIL HAIR-CARE EXPERT AND TO OFFER THE LATEST RANGES.
  10. 10. SALES PROMOTION OBJECTIVES 1. INCREASE IN SALES PROMOTION. 2. ATTRACTING CUSTOMERS OF LOWER VALUE BRANDS. 3. BUILD AND RETAIN THE BRAND EQUITY.
  11. 11. STRATEGY • The celebrity hair-care brands . • Contracts with prestigious
  12. 12. CONSUMER‘S ATTITUDE . CUSTOMER‘S ATTITUDE
  13. 13. PROMOTION ALTERNATIVES 1. 3 for 2 2. GWP 3. ON-PACK COUPON (50% Off)
  14. 14. QUANTITATIVE ANALYSIS
  15. 15. CONCLUSION YES, CUSTOMERS RELIED ON BOOTS.
  16. 16. BY TEJASRI ALAJANGI DURING INTERNSHIP IN IIM LUCKNOW UNDER Prof.SAMEER MATHUR

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