IVEY Business School Case Study- Boots:Hair-care Sales promotionShoham Teberiwal
This presentation was made during my internship under Prof. Sameer Mathur at Indian Institute of Management, Lucknow.
It is based on review of case study presented by IVEY School of Business concerning the hair-care sales promotion.
*Some of the materials may involve copyright issues.
• Plan a sales promotion strategy for a line of professional hair-care products at Boots.
• primary objective was to drive sales volumes and trade-up consumers from lower-value brands, while retaining or building brand equity.
• collaboration with UK’s top celebrity hairdressers → an important component of their strategy
IVEY Business School Case Study- Boots:Hair-care Sales promotionShoham Teberiwal
This presentation was made during my internship under Prof. Sameer Mathur at Indian Institute of Management, Lucknow.
It is based on review of case study presented by IVEY School of Business concerning the hair-care sales promotion.
*Some of the materials may involve copyright issues.
• Plan a sales promotion strategy for a line of professional hair-care products at Boots.
• primary objective was to drive sales volumes and trade-up consumers from lower-value brands, while retaining or building brand equity.
• collaboration with UK’s top celebrity hairdressers → an important component of their strategy
Boots Hair-Care Sales Promotion: A Harvard CaseSunil Swaroop
Boots Hair-Care Sales Promotion: A Harvard Case done under the guidance of Prof.Sameer Mathur, IIM Lucknow as an assignment of Marketing Management summer internship.
Boots hair care sales promotion presentationRahul Ladiya
This Presentation is prepared by Rahul Ladiya Student of Maulana Azad National Institute Of Technology (NIT) BHOPAL under the guidance of Prof. Sameer Mathur of IIM Lucknow.
This presentation deals with the challenge of selecting one of three promotional alternatives — get three for the price of two (“3 for 2”), receive a gift with purchase (“GWP”), and an on-pack coupon worth 50p — for the Christmas season.
The primary objective of the promotion is to drive sales volume and trade-up consumers from lower-value brands, while retaining or building brand equity.
Boots: Hair Care Sales Promotion ; This presentation will give you an insight the brand BOOTS and will also help you in understanding ways to tackle critical marketing issues without giving up on the brand's image
Boots Hair-Care Sales Promotion: A Harvard CaseSunil Swaroop
Boots Hair-Care Sales Promotion: A Harvard Case done under the guidance of Prof.Sameer Mathur, IIM Lucknow as an assignment of Marketing Management summer internship.
Boots hair care sales promotion presentationRahul Ladiya
This Presentation is prepared by Rahul Ladiya Student of Maulana Azad National Institute Of Technology (NIT) BHOPAL under the guidance of Prof. Sameer Mathur of IIM Lucknow.
This presentation deals with the challenge of selecting one of three promotional alternatives — get three for the price of two (“3 for 2”), receive a gift with purchase (“GWP”), and an on-pack coupon worth 50p — for the Christmas season.
The primary objective of the promotion is to drive sales volume and trade-up consumers from lower-value brands, while retaining or building brand equity.
Boots: Hair Care Sales Promotion ; This presentation will give you an insight the brand BOOTS and will also help you in understanding ways to tackle critical marketing issues without giving up on the brand's image
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
4. Dave Robinson is planning his
sales promotion strategy for a
line of professional hair-care
products at Boots
5. Robinson realized that the alternative he
selected would have immediate effects on
both costs and sales as well as long-term
implications for the brands involved.
12. In 1849 John Boot, an agricultural laborer opened ‘The
British and American Botanic Establishment’ to provide
physical comfort to the needy.
Jesse, his son, took sole control of the shop in
1877, and, in 1883, established it as a private
company ‘Boot and Company Limited’.
13. The company began to expand with more stores
in Nottingham.
He wanted to be the ‘Largest, Best and
Cheapest’.
Sales in the 560 Boots stores across
the UK amounted to over £2.5 million
a year.
14. Boots introduced new services
Boots Opticians
Insurance services
‘Boots for Men’ stores
Boots Health and Beauty stores
17. In 2000, over 60 major brands were available in the U.K.
None had more than a nine per cent market
share.
The overall market was expected to
grow by between one per cent and
three per cent per year for the next
five years.
Severe price competition meant that
volume would grow more quickly than value
19. Boots desired to build a new market by using celebrity endorsements
to create awareness and create an emotional attachment between
consumers and the brand.
Celebrity hairdressers had their own branded
products, but distribution was limited to their own
salons.
No celebrity-endorsed products were available in
retail stores.
20. The relationship with Boots was lucrative for the
hairdressers because it gave them access to a
large percentage of U.K. consumers through
Boots’ 1,300 stores.
Boots worked with the celebrities to design
formulations that were functionally better
than existing brands. Under the agreement,
Boots manufactured the products and paid a
per-unit licensing fee for use of the celebrity’s
brand name.
In the more than five years since the first
celebrity brand was introduced, Boots felt
that it had not been able to sufficiently link
its name with these products and hence
missed on maximizing profitability.
22. One of the most influential and creative
hairdressers.
Five prestigious London salons tending
to more than 2,000 clients a week
Market Awareness- Medium
23. Entrepreneurial in spirit, global in
impact
The product range is targeted for
specific hair types.
Three salons in London, two in New York
and one in Los Angeles.
Market Awareness- Strong
24. A popular hairstylist to
the stars from the film,
television, fashion, and
music industries.
Salons in
London and
Manchester
Market Awareness- Medium
25. The company’s
philosophy is simple — creating
sexy, contemporary catwalk looks
Eight salons in the United
Kingdom
Market Awareness- Low
26.
27. Showman of all hairdressers
Two salons in the United Kingdom
Market Awareness- Medium
28. He is known for hairstyle
and hair care.
Three salons in
the United
Kingdom
Market Awareness- Low
31. BRAND INTRODUCED DISTRIBUTION
Charles Worthington 1996 Only Boots
John Frieda 1996 Widely Available
Nicky Clarke 1998
Widely Available
Umberto Giannini 1999
Widely Available
Toni & Guy January 2001
Only Boots
Trevor Sorbie September 2001
Only Boots
LEE Stafford September 2001
Only Boots
DISTRIBUTION AND INTRODUCTION DATES
32. * All products are normally available in 250 ml sizes. Their smaller Take-Away versions are normally 75 ml.
** All prices are in British pounds and per 100 ml unless otherwise stated. These prices are only applicable at
Boots stores. Within a product category the prices vary because of their formulations.
PRICE COMPARISON CHART
35. Hoffman-La Roche developed Pantene in 1947
Richardson-Vicks acquired Pantene in 1983
Procter & Gamble acquired Richardson-Vicks in 1985,
and in 1991, the product was reformulated as the
Pantene Pro-V
By 1995, it became the Best-selling hair-
care brand
36.
37. In 1955, Leonard Lavin found
Alberto Culver in Illinois
Forced television networks to
abandon their 60-second
commercials with the introduction of
30-second ones.
Globally acquired diverse firms.
38.
39. French Chemist, Eugene
Schueller, developed an
innovative hair-color formula
“Auréole.”
The company started
exporting its products as
early as 1912.
The group marketed over 500 brands
and more than 2,000 products in all
sectors of the beauty business.
40.
41. The major competitors in the supermarket
segment were Tesco, Sainsbury’s and Morrisons.
42. Tesco was the largest supermarket chain in
the United Kingdom with more than 1,800
stores and 45,000 employees.
43. Sainbury’s was the second largest
with 700 stores.
Both Tesco and Sainsbury’s offered a wide
product assortment that included traditional
supermarket items and online shopping, as
well as CDs, books, DVDs, wine, flowers
and gifts, kitchen appliances, banking
services, and mobile phones.
44. Morrisons had 400 stores and prided
itself on providing quality products at the
same low price across all of its U.K.
stores.
Morrisons had taken over Safeway in the
United Kingdom in 2004.
45. A second major hair-care competitor was Superdrug.
Superdrug had grown to become one of the largest
health and beauty retailers, with almost 700 stores
in the United Kingdom.
The company’s value offering was that of a
value retailer with a wide assortment of around
10,000 products
Superdrug identified trends (including catwalk
fashion) and transformed them into an affordable
reality.
More than 25 per cent of the company’s stores
featured a pharmacy.
50. Consumers had a large number of choices
that varied not only on brand name, but
also packaging, advertising, price,
ingredients, consistency, fragrance and so
forth.
51. Consumers who purchased professional
brands were largely fashion-conscious
women in the 20-35 age category.
Most Boots consumers bought both
basic and premium brands.
Customers used premium brands as a
“treat” when consumers wanted to
look and feel their best.
52. The Decision
Current Boots consumers and
existing purchasers of mass-market
brands were the primary target for
the promotion
53. No variation in product-sizes because of the
added cost and complexity involved.
No media advertising budget was allocated for this
promotion
There would be signage within the store to
promote the offer, and approximately 400
Boots stores would include signage visible
on the exterior of the store.
54. Average bottle size (shampoo/conditioner)
was 250 milliliters
The average pre-promotional price was £3.99
with average retail margins on premium brands
averaged 40 per cent.
Mass-market brands had an average retail
price of £2, with retailer margins of
approximately 25 per cent.
The manufacturer’s typical margin was
between eight per cent to 12 per cent on
their cost for both types of products.
57. Buy two hair-care items at regular price and
receive one free.*
Free item- least expensive of the three
items selected by the shopper.
*ALL THREE ITEMS MUST BE OF SAME BRAND
58. Approximately 60 per cent of these sales
would be to customers who would not
otherwise have purchased a hair care
product from Boots during the
promotional period.
59.
60.
61. He estimated that 40 per cent of
sales would be to Boots shoppers
that would not have otherwise
purchased a hair-care product
from Boots during the promotional
period.
Robinson expected that
sales during the
promotional period would
be 170 per cent of sales
that would have occurred
without the promotion.
62.
63. Conservative approach to promote the brands.
Robinson estimated that sales would
increase to 150 per cent of non-promotion
sales
Fifty per cent of sales would come from
Boots customers who would not have
otherwise purchased a hair-care product
within the promotional period.
64. Best Alternative is “3 for 2” offer
Sales per day and number of
customers is increased more than the
other two alternatives
3 for 2 FWP 50P off
Increase in sales
per day
300% 170% 150%
Increase in
number of
customers
60% 40% 50%
65. CONCLUSION
Boots’ aim was to secure market leadership
in the United Kingdom in the hair-care
segment.
Competitors could not easily copy their
strategy because Boots had contracts with
some of the most prestigious salon brands
in the United Kingdom.
The celebrity hair-care brands were clearly
an important component of their strategy.
66. Summary
1. Situation Analysis
2. Key Challenge
3. The Company
4. History
5. UK Hair-care market
6. Marketing Strategy
7. Professional hair-care brands
8. Mass Market Brand
9. Hair-care Product Retailers
10.Consumers
11.Decisions
12.Conclusions