The presentation deals with the Harvard business case analysis of the UK retail company, Boots.

1. Case Analysis

2. •
Category & Operations Manager,
Boots UK
•
Director of Personalisation, Boots UK

3. GOAL

5. Get three for the price of two

6. Get a product sample with
regular purchase

9. Early Days

10. Started by John Boots in
“The British And American Botanic
Establishment”
Jesse took over in 1877renamed it
“Boots & Company Limited”

12. Post War Regeneration & New Development
(1945- 1968)

13. Development in
Power House, printing works & pharmaceutical
research building
New Cosmetic factory in

23. for Boots
To Be the retail hair care
expert
To build a new market
No celebrity endorsed products
Lucrative option for
hairdressers

24. % of female adults in UK visited a Boots
store within the past week
Boots manufactured the products!
Paid a per unit licensing fee for celebrity name usage.
Boots was unable to link its
name with the brands

26. Entrepreneurial & Global
3 London saloons,
2 in New York & 1 in LA
Strong market awareness

27. Hairstyle &
haircare
3salons in UK
Low market
awareness

28. Influential &
Creative
5London salons,
2000 clients
per week
Moderate market
awareness

29. Catwalk-led
hairstyles
250salons in UK
Strong M.A.

38. Hoffman-La Roche developed Pantene
Richardson-Vicks acquired Pantene in 1983
Procter & Gamble acquired it in 1985
=reformulated as Pantene Pro-V

39. dollar
company started in
stores in U.S., U.K.(150),
Japan, Canada & Germany
founder

40. Eugene Schueller founded
“Société Française de
Teintures Inoffensives pour Cheveux”, L’OREAL
in 1907
brands- products

41. stores employees
stores
stores

42. Started 1966
700 stores in UK
10000 products
Customer satisfaction
Hundreds of Private label products
launched annually

46. Target audience
Current Boots consumers & mass market brand purchasers
Time period
One month- starting 1st Dec
Budget
No media advertising budget
Signage in Store & outside

47. Average Bottle size: 250ml
Pre-promotional price: £ 3.99
Retail margin on premium brands: 40%
Mass-market brands: Price-£2 Margin- 25%
Manufacturers margin: 8%-12%

49. Free product sample with
purchase!!!!!!
*Sample addition 90p plus 3p
for sample attachment……

50. MARKET LEADERSHIP

52. Created by Swapnil Kumar Singh, IIT Madras
during marketing internship by Prof. Sameer
Mathur, IIM Lucknow