Creating an entrepreneurial partnership-A Boots case study

1. Creating an entrepreneurial
partnership
-A Boots case study
66th Case Presented By:
Md. Rashedul Islam
Ahmed Farhad
Shaibal Halder

2. What is a Partnership?
A partnership is a form of business where two or
more people share ownership, as well as the
responsibility for managing the company and the
income or losses the business generates.

3. Experienced of the beauty industry-
Ruby Hammer& Millie Kendall
 Ruby is an experienced make-up artist
to supermodels including Cindy
Crawford, Kate Moss and Naomi
Campbell.
 Hammer was born to Bangladeshi
parents in Nigeria where her father was
a doctor. She emigrated with her family
to Britain at the age of 13.
 In 1984, Hammer graduated with a BA
(Hons) in Economics from City
University London.
 Member of the Most Excellent Order of
the British Empire (MBE)

4. Entrepreneurial partnership
An individual or company who has some degree of
involvement with another entity's business
dealings.

5. With Boots The
Chemists?
Boots The Chemists is the
UK’s leading retailer of
health and beauty
products. It employs over
58,000 people and has
more than 1,400 stores
ranging from small
community pharmacies to
city center department
stores.

6. Partnerships in Business
Pros:
 Easy to set up and maintain over time
 Pool their resources to fund the company’s start-up
 Share the workload and the rewards of the business’s
success
 Become a partner in the business can be a big carrot that
encourages them to stay long-term
Cons:
 Shared control of the business.
 Shared profits.
 Compromise.
 Joint liability.
 Potential for conflict.

7. For Product Positioning
Product positioning is the
process marketers use to
determine how to best
communicate their
products' attributes to their
target customers based on
customer needs,
competitive pressures,
available communication
channels and carefully
crafted key messages.

8. Developing the idea
The process of creating,
developing, and
communicating ideas
which are abstract,
concrete, or visual. The
process includes the
process of constructing
through the idea,
innovating the concept,
developing the process,
and bringing the concept
to reality.

9. Product Development…
The overall process of
strategy, organization,
concept generation,
product and marketing
plan creation and
evaluation, and
commercialization of a
new product.

10.  The Boots Company possesses a vast wealth
of experience, expertise, raw materials and
equipment.
 Almost 200 manufacturing trials were needed
to ensure that the new formulae developed in
the laboratory could be repeated in
manufacture.
Having a huge kitchen with the finest chefs,
with Ruby and Millie testing the ingredients
to make them tastier.
...Product Development

11. Creating a niche brand
 A niche brand is one that
specializes in meeting the needs of
customers in a particular market
position. A niche brand only
succeeds if the company has in-
depth knowledge of the target group
so its needs can be served more
precisely.
 300 different products have been
produced and since the Ruby &
Millie brand was launched in sleek,
simple, stylish and futuristic silver
and Perspex packaging, customer
and media interest has been
intense.

12. Having some uniqueness
 It is a British make-up artist brand
 The ‘human’ element is projected and emphasized
 Prices are matched to MAC which is more
‘accessible’ than any of the other brands
 There is greater availability in a less intimidating
environment

13. Prosperity in Brand Name
 The British and international fashion and beauty
press embraced the Ruby & Millie brand.
 The Ruby & Millie brand has given Boots The
Chemists added kudos and credibility in the
cosmetics market.
It’s most likely that you will have heard of the
makeup brand Ruby & Millie – it was an incredibly
successful brand that was created in partnership
with Boots.

14. Win-Win situation
 A win-win situation or result is one that is
good for everyone who is involved.
 The brand’s credibility is further enhanced as
Ruby and other high-profile make-up artists
use the product during the course of their
work.