Case study on BOOTS: Hair Care sales promotion

22. 1st

26. 3 for 2 GWP
50p
discount
Cost of an average item 3.99 3.99 3.99
pre-promotional unit sales/day 100 100 100
percentage increase in unit sales/day 300% 170% 150%
promotional unit sales/day 300 170 150
Number of sets sold 150 170 150
Total Revenue (pre-promotional) 399 399 399
total revenue 1197 678.3 59 8.5
%age change in revenue 200.00% 70.00% 50.00%
Margin earned (pre-promotional) 114 114 114
margin earned 342 193.8 171
%age change in Margin 200.00% 70.00% 50.00%
promotional cost per unit 2 0.93 0.5
total promotional cost per day 300 158.1 75
Profit 42 35.7 96
Accusition of new customers 60% 40% 50%

27. 3 for 2 GWP 50p discount
Cost of an average item 2 2 2
pre-promotional unit sales/day 100 100 100
percentage increase in unit sales/day 300% 170% 150%
promotional unit sales/day 300 170 150
Number of sets sold 150 170 150
Total Revenue (pre-promotional) 200 200 200
total revenue 600 340 300
%age change in revenue 200.00% 70.00% 50.00%
Margin earned (pre-promotional) 57.14 57.14 57.14
margin earned 171.43 97.14 85.71
%age change in Margin 200.00% 70.00% 50.00%
promotional cost per unit 1 0.93 0.5
total promotional cost per day 150 158.1 75
Profit 21.43 -60.96 10.71
Accusition of new customers 60% 40% 50%
Effect on building brand equity positive neutral neutral

28. Brand Introduced Distribution Specifies
( No. of salons
in U.K. )
Market
Awareness
Charles Worthington 1996 Only Boots 5 Medium
John Frieda 1996 Widely
Available
3 Strong
Nicky Clarke 1998 Widely
Available
2 Medium
Umberto Gianni 1999 Widely
Available
8 Low
Toni & Guy Jan 2001 Only Boots 250 Strong
Trevor Sorbie Sept 2001 Only Boots 2 Medium
Lee Stafford Sept 2001 Only Boots 3 Low

32. Marketing Professor 2013-Present
Marketing Professor 2009-
2013
Ph.D. and M.S. (Marketing) 2003 -
2009
Student of ISM Dhanbad
During Summer Intern under Prof. Sameer