Download - Harvard Business Review - Boots UK
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Harvard Business Review
- Hrishikesh Kulkarni (IIT B)
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A Pharmacy Chain in United Kingdom which specializes in medicines, health and beauty products
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Present1849
Founded by John Boot in 1849 by the name of ‘The British and American Botanic Establishment’ in Nottingham
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Present1849
His son Jesse Boots established it as a private Company named ‘Boot and Company Limited,’
1883
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Present1849
By now the company had almost 560 stores around England with a revenue over £2.5 million over the year
1913
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Present1849
Major development post war -Building of first research facility
1959
Post War
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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
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Competitions in the UK market
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Pantene Pro-V
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Alberto V05
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L'Oréal Paris
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Boot’s Response
Celebrity Endorsements Hairdresser Partnerships
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Some of the Partnerships
Charles Worthington John Frieda
Nicky Clarke
Trevor Sorbie
Lee Stafford
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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.
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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
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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.
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Situation
Planning of Sales promotion Strategy for Christmas
3 for the price of 2 Gift with Purchase On pack Coupons
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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.
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Thank You