Boots is a major British retailer known for its beauty and hair care products. It operates in over 130 countries. The document discusses Boots' hair care promotion strategy in the UK market. It aims to stand out from competitors by tying with celebrity hairdressers and offering over 100 products. Through various promotional strategies like buy-one-get-one-free offers and gift-with-purchase, Boots was able to increase its sales by 150-300% and attract many new customers during holiday periods like Christmas. This helped Boots become a multibillion-dollar global brand with over 2,000 stores worldwide.

1. Boots hair care
BOOTS HAIR CARE
Promotion

2. Ho ho ho
Let’s start with the first set of slides
SITUATION

4. Time for hair
care sale!!!!

5. This is a festive title
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PRIME MOVER
DAVE ROBINSON

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SpiritBells Carols

10. Gingerbread
Is a sweet food-product
flavored with ginger and
typically using honey or
molasses (treacle) rather
than just sugar.
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Candy cane
Is a cane-shaped hard
candy stick associated
with Christmas. It is
traditionally white with
red stripes but is also
made in a variety of
other colors.
WHAT TO CHOOSE?

11. O
V
E
R
V
I
E
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ABOUT THE
COMPANY

13. Boots-best known and
respected retail
names in united
kingdom.
Provides a huge
range of beauty and
hair care products.
Operates in around
130 countries.

14. Maps
MARKET SITUATION IN
UK

15. Market comprised of brands such as Pantene Pro-V
and Head and shoulders by P&G,Alberto VO5 by
Alberto-Culver and Elvive by Loreal.
Brands were directly available at super markets and
drug retails.
Sales were directly proportionate to advertising.
Consumers had over 60 major brands tochoose from.

16. How did Boots manage to
stand out?

17. Ties with celebrity hairdresses
to endorse the brand

18. You can copy&paste wintry graphs from Google Sheets
ASSOCIATED BIG NAMES

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23. Merry Christmas
and a Happy New Year!
Find us at @northpole

24. Credits
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26. DISTRIBUTION CHART

27. Price comparision

28. CUSTOMERS

29. NOT BRAND LOYAL

30. TOO MUCH IS
SOMETIMES BAD!

31. Changing trends

32. Indulged in using premium
products as “’treats” during
special occasion such as
christmas

34. Became the best selling hair care brand in the world
offering over 100 products with high customer awarness

35. Grew into a multibillion-dollar company having
over 2,000 stores located all over the world and
offered a variety of products for hair-care,skin-
care and home care.

36. Offered women new ways and means to enhance beauty thereby
emerging as a popular brand offering more than 2000 products and
holding a 5% market share.

37. Goals!

38. Target customers of mass-
market brands and trade up
customers from lower-value
brands.

39. Drive up sales volumes

40. Build brand equity

41. Limitations

42. No media advertising
budget

43. No product size
variation

45. Sales per day would
increase to 300% of current
sales.
60% of sales would be from
customers who would have
not purchased the products
otherwise.
Most of the competition
would not have the
technology to implement
such a strategy.

46. 170% increase in sales
during promotion period.
40% of sales from customers
who would have otherwise
not purchased a boots
product.
An additional cost of 93p for
adding the free sample as a
gift.

47. Sales would increase to
150% during the
promotion period.
50% sales from new
customers.
Conservative approach
and similar to the
strategy adopted by
rival brands.

48. 0
50
100
150
200
250
300
350
3 for 2 GWP 50p off
% increase in sales
% increase in
customers

50. Thank you!

51. Created by Manogna Dhodda during an
internship with Professor Sameer Mathur,IIM
Lucknow.