case study: boots hair care sales promotion
TRANSCRIPT
![Page 1: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/1.jpg)
Hair Care Sales
PromotionCase Study
![Page 2: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/2.jpg)
Company Profile
PHARMACEUTICALS HEALTHCARE BEAUTY PHOTOGRAPHY
John
Boot
HEADQUARTERS IN NOTTINGHAM, UNITED
KINGDOM
1849Founded In
![Page 3: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/3.jpg)
Aim to make the best promotion strategy for company’s hair care products
![Page 4: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/4.jpg)
Dave Robinson,Director Bootshas to formulate aMarketing Strategy for hisCompany!!!
![Page 5: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/5.jpg)
![Page 6: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/6.jpg)
3 for 2 50 p off
Gift with Purchase?
WHICH ONE TO CHOOSE ?
![Page 7: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/7.jpg)
Analyze target
customer needs and
behavior
Check for
competitors
Propose a
solution
![Page 8: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/8.jpg)
Lets continue…
![Page 9: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/9.jpg)
![Page 10: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/10.jpg)
• Product innovation• Strong customer loyalty• Strong brand image• Offers multiple products
• Increased promotional spending
![Page 11: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/11.jpg)
Broad range of products
• Less stores• Less professional products
![Page 12: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/12.jpg)
• Innovation• High Quality products• Effective Distribution strategies
Very expensive products
![Page 13: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/13.jpg)
![Page 14: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/14.jpg)
2.Focus on market differentiation.
1.Focus on increasing brand awareness.
![Page 15: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/15.jpg)
![Page 16: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/16.jpg)
• Purchase 3 products of the same brand & Get the cheapest one free!!• It was estimated that the sales per day would increase to 300% of the pre-promotion sales.• The company had a competitive advantage as the competitors lacked the technology to imitate this promotion.
![Page 17: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/17.jpg)
• Redeem the 50p off coupon on your first visit to the store.• It was expected that the sales will increase to 150 % of the non promotion sales.• The competitors used different promotion methods, therefore the company had a competitive advantage.
![Page 18: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/18.jpg)
• In this strategy, a product sample was given as a gift with any regular purchaseEstimated sales were 170% In this strategy, a product
sample was given as a gift with any regular purchase• Estimated sales were 170% of the pre-promotion sales.
•
of the pre-promotion sales. In this strategy, a product sample was given as a gift with any regular purchase• Estimated sales were 170% of the pre-promotion sales.
• In this strategy, a product
sample was given as a gift with any regular purchase• Estimated
sales were 170%
of the pre-promotion sales.
![Page 19: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/19.jpg)
FOR THE
Case analysis Process
![Page 20: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/20.jpg)
To select the best profitable sales
promotion strategy for the company.
![Page 21: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/21.jpg)
1.What should be the Brand’s promotion strategy?
2.How should the brand differentiate it’s products form the Competitors?
![Page 22: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/22.jpg)
![Page 23: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/23.jpg)
The best promotion strategy for boots will be “3
for 2”
![Page 24: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/24.jpg)
ACTION
![Page 25: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/25.jpg)
Maximum return
Strategy not easy to
![Page 26: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/26.jpg)
The company may face problems due to the additional cost it will have to incur, on providing a free bottle to every customer who opts for the scheme. But, overall the company will make a profit which will be large Enough to cover these expenses. Thus, ‘3 for 2’ will be the perfect choice.
![Page 27: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/27.jpg)
![Page 28: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/28.jpg)
![Page 29: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/29.jpg)
50p off
coupon
Gives 150 % increase in sales which is less than the estimated 300%. Strategy adopted by it’s competitors. As compared to the ‘ 3 for 2’ strategy, it doesn't provide variation in products.
![Page 30: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/30.jpg)
Cost intensive for the company, since giving
gifts will result in additional expenses of that product.Offers 170%
increase in sales, which is less
than ‘3 for 2’ strategy.Easy to imitate for
it’s competitors
![Page 31: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/31.jpg)
![Page 32: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/32.jpg)
The Best Strategy for the company is ‘3 for 2’.
![Page 33: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/33.jpg)
![Page 34: Case study: Boots Hair Care Sales Promotion](https://reader037.vdocuments.us/reader037/viewer/2022102811/58ef7d601a28abb9178b45dd/html5/thumbnails/34.jpg)
This Presentation is created by Nishchay Misra, University Of Petroleum And Energy Studies, Dehradun during Marketing Management Internship under Prof. Sameer Mathur, Indian Institute Of Management, Lucknow
Prof. Sameer Mathur