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Internet marketing related to Boots and RSPCA
- 2. Boots Founded in 1849 The UK’s number 1 health and beauty retailer. Wide variety of products and brands
- 3. RSPCA The RSPCA were founded in 1824 They protect, rescue and rehome animals. They are the oldest welfare charity around
- 4. Internet marketing Facebook page Boots website Mobile phone apps Click on the pictures to view the links
- 5. Internet marketing Facebook , Blogs, Emails You Tube videos – helping the RSPCA Fundraising page Click on the pictures above to view the links
- 6. 2 trends affecting Boots The increase of mobile phone apps More personalised search results
- 7. 2 trends affecting the RSPCA Videos in place of text Simplification of sites
Editor's Notes
- The two companies that have been chosen in the private and non-profit sector are boots and the RSPCA.
- History of Boots Boots was created in 1849 by a man called John Boots. He opened a store in Nottingham, furthermore becoming a member of ‘Alliance Boots’, after John creating the ‘Boots’ business. After July 2007 when the Alliance Pharmacy was the Europe's leading pharmacy-led health and beauty group, Boots became a privately owned company. For over 160 years, Boots are the best health and beauty retailer in the UK. The reason why Boots is so successful is due to the high quality of products and averaged prices as well as the trust from customers from the excellent quality and value of items within the stores. “In 2013 Boots UK extends their health care partnership with Sonova” This type of information is useful to know as it shows how the business is expanding and in connecting with other companies.“It is estimated that 90% of the UK population are within a 10 minute drive of a Boots store.” this information suggests it is in reach of most people in the UK therefore beneficial to both customers and Boots. Boots offer a wide variety of products such as, make-up, fragrances, accessories, clothes, hair, gifts, skin care and more. (for both men and women). Alongside this they have offers and Boots card which attracts more customers to their business. They also have a vast variety of popular brands ranging from the highest of prices to the lowest which is suitable for all people: No7 Chanel Clinique Benefit Max factor L’Oreal Olay Clarins and many more! (Boots, 2014)
- History of the RSPCA The RSPCA were founded in 1824 in London. The RSPCA was once called the ‘SPCA’ which stands for ‘Society for the Prevention of Cruelty to Animals’. Queen Victoria then added the letter ‘R’ into the companies name to represent ‘royal’, which is how it become the ‘RSPCA’ and how it is very well known worldwide today. Soon after the RSPCA were founded, the first thing they did was worked down the coal mines which they called ‘pit ponies’. During the world war one and two, the RSPCA were especially spotted due to such great care in rescuing millions of animals. This suggests how they are so well known today due to the success and reputation in the past. The RSPCA are the oldest welfare charity around, which have introduced a law to protect animals. The RSPCA have worked hard to ensure that all animals have the best life without being in pain and suffering. (RSPCA, 2014)
- There are several ways in which Boots have changed in the way they market their products. The majority of advertising nowadays is all based upon internet marketing as this targets a wide variety of people. Boots have promoted their products based on the internet, websites such as Facebook, mobile phones apps and currently access to the actual Boots website. This is the best way for a big company to progress in being successful throughout the future. The reason for this is so they are increasing the population of customers by using internet marketing as this targets the majority of customers. By Boots creating a Facebook page, this allows Boots to get an overview on how many users are interested in their page, which gives Boots an idea of what sort of people they are attracting. This allows people to find out more about Boots and their products, which is likely to bring more customers to the store. The difference in the way they used to market to the way they promote their products now has changed a huge amount. Boots have been a growing success in how their population has increased throughout the years- internet marketing has a huge impact on this. The more Boots market their products online, the more customers they are likely to achieve. Through Boots introducing a mobile phone app this opens out to a wider target audience across two potential markets, the first being people who are unable to access the physical stores, an example being the elderly. The second potential market audience could be the younger generation who have grown up having access to technology. Boots also have their own website which allows anyone to browse through their products and encourages people to order online. Boots have introduced a ‘Boots card’, this allows customers to gain points (either online or in the store) when buying any product with Boots, once the points are built up, customers will then have enough points to buy something. They offer the latest deals on certain products throughout the year, ranging from gift sets to vouchers which is a huge benefit to both customers and Boots. The other reason why customers are attracted to Boots is because the products are essentially targeted at majority of people and their products are priced at a sensible pricing rate which encourages customers to their store or to buy online. The most successful ‘best selling’ products within the store and online in 2013 are beauty items. This is most likely because most customers are more attracted to the deals they offer within this sector. There are many different branded products all sold at good quality which brings a good image to mind. When visiting Boots the customer service is excellent especially if you are wanting any advice of information on a certain product. Boots have also gained a lot of physical evidence when visiting the store such as staff having experience with certain branded products, therefore willing to provide customers with the best help and advise. Internet marketing is a beneficial for people as the process of using the internet is quick and easy access for both the company and customers. It is less time consuming than what it is to create posters to try and attract the right customers. The service delivery is easy to use as it directs customers through the process when buying a product and enables customers to know when the product will be delivered. When using internet marketing within Boots, it is a cheaper way in how to attract more customers when promoting products on the internet. Unlike the cost and time of employing more employees to create leaflets, posters and letters.
- There are many different ways in which the RSPCA use internet marketing to help promote the business. Such as, Facebook blogs about traumatic rescues and emails encouraging customers for their help. These are a huge impact on the company as most people have access to mostly Facebook and email, via technology. By using Facebook to promote the company, it opens out to a wider target audience which enables users to be able to view any interesting information whether it is traumatic or successful. This encourages more people to have a wider interest on the company, (a lot of people become inspired with what the RSPCA do). As well as this, the RSPCA have their own program on the internet for people to see the real footage of what they do in action. This however is increasingly eye-catching for people to watch, therefore expands the number of people interested in the RSPCA by watching the physical evidence online. By watching this, it enables people to see the infrastructure of the building and the facilities they use during any process throughout the program, which will then encourage more people to respect the business in what they do. Video clips are also posted online- websites such as YouTube which targets a wide range of people across the world. YouTube is a successful way in helping a company increase the population of their business, by using YouTube it enables the RSPCA to see how many users are viewing the videos to give the company an idea of what type of audience they are attracting. In addition to this, the RSPCA also have their own fund raising page to encourage more people to donate to the charity. As shown on the website link, there are different fund raising activities such as: Running Skydive 24 hour challenge Fundraising day at work Fundraising online Farm animal week A product in which they offer to customers is enabling them to set up their own fundraising page alongside offering good ideas and advice on when/how to create one. Also promoting a fundraising calendar with all the different activities that are being held every month. For the RSPCA being able to use internet marketing, it has a huge impact on how they connect with the outside world- they would not be where they are now if it wasn’t for being able to reach the public. Without peoples help, the charity would struggle in order to help the animals live and meet their new homes. A benefit of internet marketing within the RSPCA, it that it is a cheap and less time consuming way in how the company can attract a wide range of customers. It does not cost the company to advertise on the internet unlike paying employees within the business to create posters and letters.
- One trend affecting Boots would be the increase in the amount of people using technology. For example, mobile phone apps which a lot of people are now using for an easier way of accessing the company. For Boots to have a mobile phone app, it enables them to advertise the way in which they think will attract their customers by updating the latest products and deals throughout the years. The number of people using mobile phones will only increase throughout the years, this is a growing process that a lot of mobile phone companies are competing against in which is the best phone for easy access. By Boots creating a mobile phone app, it enables customers to have a variety of different accesses to the business, one of which being able to order any product online through a mobile phone app. For example, people such as disabled customers now have the benefit of not having to visit the store. The majority of people knower days carry a mobile phone, unlike carrying an iPad or a computer, therefore being able to access a business through a phone is an advantage to everyone. This is a potential impact on the organisation as the usage of technology will progress in the future, which will impact on the business with the increase of customers and sales. This is the most beneficial way for the business to progress throughout the future without being time consuming and costly. Another trend relating to Boots would be that the change in personalised searches is likely to change. For example, with the increase in technology use, the more likely the Boots app will be personalised on each customers phone for easier access in what products are targeted to them. Each person will have different products on their phone showing what is best suited for them, for instance, the elderly will have products relevant to them rather than scrolling through unnecessary items such as children's clothes. This would attract more customers in the way they shop as would become easier and faster access which would encourage people to browse more often. This also has a potential impact on the business, as personalised results will always progress throughout the future in order to simplify easier access to more customers.
- The RSPCA never used to use videos within their text as not many people were online, this had an impact on the company as the text alone did not show any emotion to the audience therefore not many people were inspired. However, now most people are using the internet therefore have access to watching real footage. This has a huge impact on the RSPCA, during the increase of videos, the news is now taken to heart with not only what people read but what people see in real action. With people being able to watch a real footage tends to be more emotional than just reading a text as there is no evidence behind what people say. Videos are a growing process throughout the future, therefore will have an impact on the company with the increase of people being able to see the real footage they are likely to be more willing in participating towards company. Relating to the RSPCA, the simplification of websites will affect the company. In the future, websites will change in the way that they are laid out in order to benefit a wider range of customers having easier access to the company. The RPSCA will most likely attract more people to the company if a mobile phone app was created, which would then encourage more customers to the company. As well as this, websites are likely to change for easier access for people with disabilities which will then target towards a wider range of customers. Using internet marketing has a potential impact on the business as it is a cheap way of attracting more customers in the future.