12. BOOTS TIMELINE
1849 – John Boots
opens ‘The British
and American Botanic
Establishment’ in
Nottingham.
1883 – Jesse Boots
establishes ‘Boot
and Company
Limited’.
Jesse
Boots
14. UK HAIR MARKET
Over 60
major hair
care product
brands.
None had
more than
9% market
share.
Overall market
was expected
to grow 1-3%
annually the
next 5 years.
Severe price
competition.
16. To be the retail hair-
care expert.
Could use celebrity endorsements.
No celebrity-endorsed
products were yet
available in retail
stores.
17. CONSUMER NEEDS AND BEHAVIOUR
Consumers not very BRAND LOYAL :
70’s –
Gentle
Shampoos
80’s –
Detangling
Shampoos
90’s –
Shiny Hair in
demand
Large Number of
Choices.
No Brand
Differentiation.
21. 1)
• Pantene, Clairol, Head & Shoulders, Daily
Defense, PERT plus, Herbal Essences
BRAND
S
• Best-selling hair-care brand in the world by
‘95
• 8.4 per cent share of the U.K. hair care market
PROS
• Almost no professional Hair-care BrandsCONS
22. 2)
• St. Ives, VO5, Consort hair care for men,
FDS
BRAND
S
• Offers a broad assortment of hair-care
products
• has globally acquired diverse firms
PROS
• Almost no professional Hair-care BrandsCONS
23. 3)
• Giorgio Armani, Biotherm, Ralph Lauren,
Shu Uemura, Cacharel, Clarisonic, Diesel
BRAND
S
• Offered women new ways and means to
enhance beauty
• Great promotional strategies
PROS
• Almost no professional Hair-care BrandsCONS
26. 1)
Buy 2 items and get 3rd free of
same brand,
the least expensive item being free.
Few competitors had the
technology to imitate them. Others
could only do a 3-for-2 offer : 3
items being equally priced.
OFFER
COMPETITIVE
ADVANTAGE