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 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.
Boots: Hair care Sales promotion
The case involves the study of the the Boots Company and its competitors. It also involves the issue of choosing between the three alternative strategies to attract consumers and enhance its sales.
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.
comparison between private labels and brands of Shoppers stop limited.Shukla Dev
This presentation will help you to understand the difference between private labels and brands in retail industry.The pricing and promotional strategy used by retailers in Indian retail industry.
Boot's Hair-care Sales Promotion Case Studykeyur113
It is the case study of Richar Ivey school of Business about the boots company deciding to choose a strategy among 3 strategies which might make it as one of the main player in haircare market in United Kingdom
Exopolitika Magyarország BlogKönyv 2015. kötet. A 2014-es kötet megtalálható a Box fiókunkban ( https://app.box.com/s/uaypd0v8ennod5f0cjpv ), a többi, 2013-mas, 2016-os kötetek itt a slideshare-en is. A Box fiókban epub és mobi formátumban is letölthetőek!
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.
Boots: Hair care Sales promotion
The case involves the study of the the Boots Company and its competitors. It also involves the issue of choosing between the three alternative strategies to attract consumers and enhance its sales.
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.
comparison between private labels and brands of Shoppers stop limited.Shukla Dev
This presentation will help you to understand the difference between private labels and brands in retail industry.The pricing and promotional strategy used by retailers in Indian retail industry.
Boot's Hair-care Sales Promotion Case Studykeyur113
It is the case study of Richar Ivey school of Business about the boots company deciding to choose a strategy among 3 strategies which might make it as one of the main player in haircare market in United Kingdom
Exopolitika Magyarország BlogKönyv 2015. kötet. A 2014-es kötet megtalálható a Box fiókunkban ( https://app.box.com/s/uaypd0v8ennod5f0cjpv ), a többi, 2013-mas, 2016-os kötetek itt a slideshare-en is. A Box fiókban epub és mobi formátumban is letölthetőek!
5 Big Innovation Surprises iot bots virtual reality analytics Client X Client
5 Innovation Surprises an innovation rant for innovators, business people, business owners, investors, marketers, tech and management. Observations, considerations, enlightenment on the next wave of innovation which, while awesome, might not readily appear so: virtual reality, bots, artificial intelligence, smart automation, blockchain, self driving cars, expert systems, internet of everything.
Hoffman reflects on his recent innovation projects and warns that this innovation wave is counter-intuitively underwhelming at first glance - and overwhelming in its application and impact.
Accompanying webinar deck from Ethology's Mike Corak and Benjamin “Benjie” Pressman detailing how to tie social media across your earned, owned and paid digital media efforts in 2015 to accelerate your impact and deliver results. Both speakers tradeoff sharing their top social media marketing trends for 2015, so that you can hit the New Year running.
Key takeaways:
1. The most important platforms for brands.
2. How to ensure your company is set up to execute social effectively.
3. Ways to amplify social activity beyond organic engagement.
For more information about http://www.zricks.com/DS-MAX-Sterling-Varthur-Bangalore/14805
DS MAX Sterling, Varthur, Rajbhavi Road, Bangalore. Visit: http://www.zricks.com
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 ; 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
This case study is about Boots a premium wellness company functioning in 130 countries and the problem is to identify the best promotional strategy for its hair care products.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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.
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-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
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
5. • Boots UK Limited (formerly Boots the Chemists Limited), trading as Boots,
is a pharmacy chain in the United Kingdom and Ireland.
• Founded By John Boot in 1849.
• Boots sells medicines, health and beauty products. It has a food and drink
range in the form of lunchtime meal deals.
• It has a food and drink range in the form of lunchtime meal deals.
• Operates in around 130 countries with a total of 75,000 employees.
7. TO PLAN SALES PROMOTION STRATEGY FOR A
LINE OF PROFESSIONAL HAIR CARE PRODUCTS AT
BOOTS.
AND
DRIVE SALES VOLUME AND TRADE-UP CONSUMERS
FROM LOWER BRAND VALUES, WHILE RETAINING OR
BUILDING BRAND EQUITY.
17. LOOKING BACK ….
• Started in 1849 by John Boot as the ‘The British and American Botanic
Establishment.’
• Developed into a private company ‘Boot and Company Limited’.
• The company began to expand with more stores across the United
Kingdom and Ireland, primarily in high streets and shopping centres.
• The marketing strategy involved around being – ‘Largest, Best and
Cheapest.’
18. COMPANY’S FIRST LOGO WAS
LAUNCHED IN 1883
LATER IN 1960S MOSTLY AFTER THE
WAR REGENERATION THE COMPANY
ADOPTED A NEW BLACK AND WHITE
LOGO.
19. IN POST WAR REGENERATION AND DEVELOPMENT, THE
COMPANY INCLUDED A NEW POWER HOUSE, PRINTING WORKS
AND A NEW PHARMACEUTICAL BUILDING.
THE COMPANY HAS EXPANDED ITS MAJOR SECTOR IN
PHARMACY AND OWNED GLOBAL DIFFERENTIATED BRANDS IN
MEDICATION MARKET.
20. BOOTS CONTINUED TO DEVELOP PRODUCT RANGES, MANY OF
WHICH BECAME HOUSEHOLD NAMES. ‘17’ COSMETICS, AIMED
AT THE TEENAGE MARKET, WAS LAUNCHED IN 1968.
21. NEW SERVICES
• In 1969, the analgesic ibuprofen was introduced and was launched as the otc brand,
nurofen, in 1983.
• With time, boots also introduced new services. Boots opticians, formed in 1987, became
one of the united kingdom’s leading chain of opticians.
• Insurance services and initiatives in dentistry, chiropody, ‘boots for men’ stores and ‘internet
services’ were introduced in 1999.
• International expansion in operations was conducted by boots healthcare international
(formed in 1991), which exported healthcare products to more than 130 countries round the
world.
23. MID – 90’s
• The Consumer Market For Hair-care Comprised Brands Such As Pantene Pro-v
And Head And Shoulders By Procter And Gamble, Alberto Vo5 By Alberto-
culver, And Elvive By L’oreal.
• These National Brands Were Widely Available In Supermarkets Such As Tesco,
Sainsbury’s And Morrisons, And At Drug Retailers Including Boots And
Superdrug.
• The Sales Of These Brands Were Directly Proportional To The Amount Of
Advertising Expenditure.
24. IN 2000’s
• Over 60 Major Brands Of Hair Care Products Were Available In The U.K. Market.
• None Of These Brands 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.
25. BOOTS STRATEGY
• Boots desired to build a new market by using celebrity
endorsements to create awareness and create an emotional
attachment between consumers and the brand.
• No celebrity-endorsed products were available in retail stores. To
fill in this gap, Boots began to cultivate relationships, beginning
1996, with well-established hairdressers in the United Kingdom
26. HOW BOOTS WENT ABOUT ACHIEVING THE GOALS
• Boots developed a critical mass of professional hair-care brands.
• 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.
27. BUT ….
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.
29. CHARLES WORTHINGTON
One of the most influential and creative hairdressers.
His name is synonymous with style, innovation and success.
30. JOHN FRIEDA
Entrepreneurial In Spirit, Global In Impact, John Frieda’s Team Of Celebrity
Stylists Fuels the Company’s New Product Initiatives with the Inside Track on
hot, new Celebrity Hair Trends.
31. NICKY CLARKE
A popular hairstylist to the stars from the film, television, fashion,
and music industries.
32. Umberto Giannini
One of the most esteemed and influential names in British hairdressing.
His company’s philosophy is simple — creating sexy, contemporary
catwalk looks within its salons alongside a salon performance range of
hair-care products to recreate catwalk glamor at home.
33. TONI & GUY
“At Toni & Guy we create wearable, catwalk-led hairstyles for
people who want easy-care, trend-setting hairstyles. Be an
individual; be ahead in the style stakes with Toni and Guy.”
34. TREVOR SORBIE
Trevor Sorbie , is considered as the showman of all hairdressers. His
pioneering techniques and cuts — the Wedge, the Chop, and the
Scrunch are now part of everyday salon parlance.
41. IT HELD A 8.4 PER CENT SHARE OF THE U.K. HAIR CARE MARKET IN
2001 WITH PRODUCTS SUCH AS PANTENE AND HEAD AND
SHOULDERS
42. • The product range of this French-origin company consists of shampoos
conditioners and styling products.
• It held a five per cent share of the U.K. hair care market in 2001.
43. • Alberto-Culver offered a variety of products for hair-care, skin-care and homecare like
t. Ives, VO5, Consort hair care for men, and FDS etc.
• It had upto 6-7 % market share in 2001.
45. MOST MAJOR RETAILERS CARRIED A VARIETY
OF PROFESSIONAL AND MASS MARKET HAIR-
CARE BRANDS. THE MAJOR COMPETITORS IN
THE SUPERMARKET SEGMENT WERE TESCO,
SAINSBURY’S AND MORRISON'S. TESCO
SAINSBURY’S MORRISON’S
46. SUPERDRUG
• Started in 1966, 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, ranging from
essentials to premium products.
• Superdrug stores layout, lighting and color, allowed customers to
move at their own pace in an attractive setting .
50. IT WAS DIFFICULT FOR CONSUMERS
TO IDENTIFY
MEANINGFUL DIFFERENCES BETWEEN
THE VARIOUS BRANDS AVAILABLE IN
ANY GIVEN STORE.
51. TRENDS IN BUYING BEHAVIOR LED TO
CHANGING PREFERENCES-
• 70’s market wanted gentle shampoos
• 80’s saw a emphasis on detangling
• 90’s market had value for shiny hair-care products.
54. • Average bottle size (shampoo/conditioner) was 250 millilitres (ml)
— with an average pre-promotional price of £3.99
• Industry average retail margins on premium brands averaged 40
%.
• Mass-market brands had an average retail price of £2, with
retailer margins of approximately 25 %.
• The manufacturer’s typical margin was between eight per cent to
12 per cent on their cost for both types of products.
57. BENEFITS
• This offer would enable consumers to buy two hair-care items at
regular price and receive one free.
• Customers could combine any three items they liked (e.g.,
shampoo, conditioner, and styling gel, etc.), but the three items
had to be the same brand.
• The free item would be the one that was the least expensive of
the three items selected by the shopper.
58. •Sales per day would increase to 300 per cent
of pre promotion sales during the deal period
with this offer.
•And 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.
60. BENEFITS
A GWP was an offer in which customers were given a
product sample along with a regular purchase. For
example, a sample size of conditioner would be packaged
with a regular bottle of shampoo.
An existing sample product would be used to avoid the
need to design and produce additional packaging.
61. • Adding the sample would cost 90p per unit for the
product plus 3p per unit to secure the sample to the
featured product.
• Robinson expected that sales during the promotional
period would be 170 per cent of sales .
• It is 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.
63. BENEFITS
• The 50p off option was a more conservative approach to
promoting the brands. All customers would be able to
redeem the coupon during their current store visit.
• Also, most competitors tended to use price discounts or
GWP’s as their promotional method.
64. • Robinson estimated that sales would increase to 150 %
of non- promotion sales because December would be a
heavy promotional period for mass market brands.
• 50 % of sales would come from Boots customers who
would not have otherwise purchased a hair-care product
within the promotional period.
68. Why ???
‘3 for 2’ seems more profitable as it
not only lead to 300% increment in
promotion sales but attracts 60%
customers who would not have
otherwise purchased.
69. RECAP
• BOOTS IS A UK BASED PHARMACY CHAIN .
• TO PROMOTE SALES , DAVE HAS TO CONSIDER A PROMOTIONAL
ALTERNATIVE.
• THE COMPETITION N HAIR-CARE IS SEVERE AND MANY BIG BRANDS
ARE FIGHTING THE BATTLE FOR BETTER MARKET SHARE.
• AMONG 3 ALTERNATIVES VIZ . “3 FOR 2” , “ GIFT WITH PURCHAGE”
AND “50P OFF” , “3 FOR 2” OFFER EMERGES AS THE PERFECT
PROMOTIONAL ALTERNATIVE.
70. DISCLAIMER
These slides were created by Gairik Ray , under the guidance of Prof.
Sameer Mathur , during a marketing internship mentored by him.