Promotional alternatives to maximize sales
•Download as PPTX, PDF•
2 likes•114 views
Case study on Boots Pharmaceutical Limited
Recommended
More Related Content
Similar to Promotional alternatives to maximize sales
Similar to Promotional alternatives to maximize sales (20)
Recently uploaded
Recently uploaded (20)
Promotional alternatives to maximize sales
- 4. PRIMARY OBJECTIVE TO DRIVE SALES VOLUMES ANDTRADE- UP CONSUMERS FROM LOWER-VALUE BRANDS,WHILE RETAINING OR BUILDING BRAND EQUITY
- 6. •HEALTH AND BEAUTY PRODUCTS •PRESENT IN 130 COUNTRIES • CONSTANTLY INTRODUCED NEW SERVICES •BOOTS OPTICIANS •INSURANCE SERVICES •“BOOTS FOR MEN” STORES •INITIATIVES IN DENTISTRY
- 8. • USED CELEBRITY ENDORSEMENTSTO INCREASE BRAND EQUITY • TARGETED HAIRDRESSERSWITH HIGH CONSUMER AWARENESSANDA PREMUIM POSITIONING • MANUFACTUREDTHE PRODUCT AND PAID A PER-UNIT LICENSING FEE FOR USE OF CELEBRITY’S BRAND NAME
- 10. MAJOR COMPETITORS • MASS-MARKET BRANDS • PROCTER AND GAMBLE • ALBERTO-CULVER • L’OREAL • RETAILERS • TESCO • SAINSBURY’S • MORRISONS
- 21. •NOVARIATION IN PRODUCT SIZES BECAUSE OFTHE ADDED COST AND COMPLEXITY INVOLVED •NO MEDIA ADVERTISING BUDGET EXCEPT FLYERS •STOCK PLACED IN A DEDICATED END OF AISLE OR MID-AISLE DISPLAY •SIGNAGE WITHINTHE STORE TO PROMOTETHE OFFER
- 25. PROS • COMPETITORS DID NOTYET HAVETHE TECHNOLOGY AT POINT OF SALETO IMITATETHIS PROMOTION. • SALES PER DAYWOULD INCREASETO 300% OF PRE PROMOTION SALES DURINGTHE DEAL PERIOD • APPROXIMATELY 60% OFTHESE SALES WOULD BETO CUSTOMERS WHO WOULD NOT OTHERWISE HAVE PURCHASED A HAIR CARE PRODUCT FROM BOOTS DURINGTHE PROMOTIONAL PERIOD
- 26. CONS
- 28. PROS • SALES DURING PROMOTIONAL PERIODWOULD BE 170% OF SALES THATWOULD HAVE OCCURRED WITHOUTTHE PROMOTION. • 40% OF SALESWOULD BETO BOOTS SHOPPERSTHATWOULD NOT HAVE OTHERWISE PURCHASED A HAIR-CARE PRODUCT FROM BOOTS DURING THE PROMOTIONAL PERIOD.
- 29. •90P PER UNIT FORTHE PRODUCT PLUS 3P PER UNIT EXTRATO SECURETHE SAMPLE TOTHE FEATURED PRODUCT •THIS IS AVERY COMMON STARTEGY USED BY MOST OF THE RETAILERS AND CAN BE EASILY IMITATED
- 31. PROS •SALESWOULD INCREASETO 150% •50% OF SALESWOULD COME FROM BOOTS CUSTOMERS WHOWOULD NOT HAVE OTHERWISE PURCHASED A HAIR-CARE PRODUCTWITHIN THE PROMOTIONAL PERIOD.
- 32. CONS
- 33. 0 50 100 150 200 250 300 3 FOR 2 GWP ON-PACK COUPON % SALES INCREASE % OF CONSUMERS WHO USUALLY PREFER OTHER BRANDS Column1
- 37. DISCLAIMER This presentation was created by Shubham Choudhary, ISM Dhanbad, during a marketing internship under Prof. Sameer Mathur, IIM Lucknow.