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BOOTS:
HAIR-CARE
SALES
PROMOTION
CASE ANALYSIS
OUR STORY STARTS WITH
OUR HERO
PLANNING HIS SALES
PROMOTION STRATEGY
FOR A LINE OF
PROFESSIONAL
HAIR-CARE PRODUCTS
AT BOOTS
WHO IS OUR HERO??
DAVE ROBINSON
WHAT IS BOOTS
BOOTS UK LIMITED
TRADING AS BOOTS,
IS A PHARMACY CHAIN IN THE
UNITED KINGDOM AND IRELAND,
WITH OUTLETS IN MOST HIGH STREETS,
SHOPPING CENTRES AND
AIRPORT TERMINALS
ABOUT THE FIRM
EMPLOYED AROUND 75,000 PEOPLE
OPERATED IN 130 COUNTRIES WORLDWIDE
ESTABLISHED IN 1883
LETS JUMP INTO
OUR HERO’S SITUATION
AND HAVE SOME FUN
ANALYSING THE CASE
WHAT IS THE SITUATION?
SELECTING ONE
AMONG THE
THREE PROMOTIONAL ALTERNARIVES
3 FOR THE PRICE OF 2 GIFT WITH PURCHASE 50 % OFF
MORE DETAILS ABOUT THE SITUATION
COMPETITORS
CUSTOMER ANALYSIS
FIRM INITIATIVES
MARKET ANALYSIS
MORE THAN 60 BRANDS
NO BRAND HAS MORE THAN
9 % OF MARKET SHARE
SALES DIRECTLY PROPORTIONAL
TO ADVERTISEMENTS
OVER EMPHASIS ON PROMOTIONS
LACK OF BRAND LOYALITY
CHANGING CUSTOMER BEHAVIOUR
CELEBRITY ENDORSEMENTS
CREATE AWARENESS AND EMOTIONAL ATTACHMENT BETWEEN
CONSUMERS AND THE BRAND
ADVANTAGES AND DISADVANTAGES OF 3
ALTERNATIVES
3 FOR THE PRICE OF 2
ADVANTAGES
SALES ARE ESTIMATED TO INCREASEBY 300%
3 FOR THE PRICE OF 2
ADVANTAGES
60% OF SALES
WOULD BE CUSTOMERS
WHO WOULD NOT HAVE
PURCHASED A HAIRCARE
3 FOR THE PRICE OF 2
ADVANTAGES
COMPITITORS
DON’T HAVE
RESOURCES
TO INSTANTLY COPY
THIS STRATEGY
3 FOR THE PRICE OF 2
DISADVANTAGES
LOOSING BRAND EQUITY
3 FOR THE PRICE OF 2
DISADVANTAGES
EFFECTS LONG TERM
SALES FOR ENDORSERS
GIFT WITH PURCHASE
ADVANTAGES
SALES ARE ESTIMATED TO INCREASEBY 170%
GIFT WITH PURCHASE
ADVANTAGES
40% OF SALES
WOULD BE CUSTOMERS
WHO WOULD NOT HAVE
PURCHASED A HAIRCARE
GIFT WITH PURCHASE
DISADVANTAGES
WOULD COST APPROXIMATELY
90% PER UNIT FOR THE PRODUCT
PLUS 3% PER UNIT TO SECURE
THE SAMPLE
GIFT WITH PURCHASE
DISADVANTAGES
CAN BE COPIED
BY OTHER RETAILERS EASILY
50% OFF
ADVANTAGES
SALES ARE ESTIMATED TO INCREASEBY 150%
50% OFF
ADVANTAGES
50% OF SALES
WOULD BE CUSTOMERS
WHO WOULD NOT HAVE
PURCHASED A HAIRCARE
50% OFF
DISADVANTAGES
EFFECTS BRAND EQUITY
AND LONG TERM SALES
FOR THE FIRM AND ENDORSERS
CONCLUSION
3 FOR 2 IS THE BEST STRATEGY TO IMPLEMENT
DISCLAIMAR
Created by S.Pavan Krishna, IITMadras, Duringa marketing
management internshipby
Prof.Sameer Mathur, IIM Lucknow.

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Boots hair care sales promotion