harvard business review - boots uk
TRANSCRIPT
Harvard Business Review
- Hrishikesh Kulkarni (IIT B)
A Pharmacy Chain in United Kingdom which specializes in medicines, health and beauty products
Present1849
Founded by John Boot in 1849 by the name of ‘The British and American Botanic Establishment’ in Nottingham
Present1849
His son Jesse Boots established it as a private Company named ‘Boot and Company Limited,’
1883
Present1849
By now the company had almost 560 stores around England with a revenue over £2.5 million over the year
1913
Present1849
Major development post war -Building of first research facility
1959
Post War
Present1849
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.
CURRENT LOGO
Competitions in the UK market
Pantene Pro-V
Alberto V05
L'Oréal Paris
Boot’s Response
Celebrity Endorsements Hairdresser Partnerships
Some of the Partnerships
Charles Worthington John Frieda
Nicky Clarke
Trevor Sorbie
Lee Stafford
Consumer patternsHow their buying pattern affected the company
1.NO BRAND LOYALTYA general belief that changingshampoo brands produced better results than continually using a single brand.
Changing Preferences
2.
Consumer patternsHow their buying pattern affected the company
1970s - Shampoos that were gentle
1980s - Greater emphasis on detangling
1990s - Shiny hair became more important
Brands were too similar3.
Consumer patternsHow their buying pattern affected the company
It was difficult for consumers to identify meaningful differences between the various brands available in any given store.
Situation
Planning of Sales promotion Strategy for Christmas
3 for the price of 2 Gift with Purchase On pack Coupons
0
50
100
150
200
250
300
350Alternatives Summary
% compare to non-promotion
3 for the price of 2 Gift with Purchase On pack Coupons(50 p off)
Perc
enta
ge
% of sales would come from Boots customers who would not have otherwise purchased a product within the promotional period.
Thank You