case study 2 boot hair care promotion
TRANSCRIPT
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Motive..To boost the Hare Care Product Sales
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About Company...
• In 1849 started by john boot.• In 1883 established as pvt.ltd.• In 1991 expanded internationally.• In 2004 operated in 130 countries
with 75000 employees.
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Major competitor
1)Procter & Gamble 2)Alberto Culver 3)L’Oreal4)Tesco5)Sainsbury’s6)Morrison7)Superdrug
Mass Market Brands
Super Store Brands
Drug Retail Chain
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Three AlternativesDECISION
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THREE CHOICES
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1) “3 for 2”
- buy 2 hair care items at regular cost and receive one free, one product should be least priced of same line
Estimated per day sale boost – 300% About 60% consumer are due to this scheme.
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2) GWP(Gift With Purchase)...
Estimated per day sales boost – 170%About 40% new consumers due to this scheme
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3) On Pack Coupon (50p off)...
Estimated per day sales boost – 150%About 50% ne consumer due to this scheme
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-We will choose 3rd choice of on pack coupon because here expenditure per product is fix and increment in Sales also quiet good. So “on Pack Coupon” is better option.
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DISCLAIMER...
By- Akshay Mangal
NIT, SuratB. Tech. Final yr
CMO & Co-Founder
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SHOW IS OVER YOU MAY NOW RELAX