Boots hair care sriram a r

Self-Medication
Industry
Pharmaceuticals
Industry
Beauty Fragrance
Mother & Baby Toiletries
Men
Photography
Electricals
Opticians
Toys & Gifts

Number of Competitors in the
market
Maximum share in % per
member
The market was thus, crowded with fierce
competition.

Pantene Pro V
8.4%
Alberto Culver
L’OREAL 5%
Other
Products of
P&G (Head &
Shoulders, etc)
Others

1800+ stores
700+ stores
400+ stores
700+ stores, 10000+ products
25% of stores also
contained a pharmacy
Pioneer in marketing; started
trends such as the “Catwalk”

In this situation, Boots decided to make
an entry into the hair care industry….
Given the cut-throat competition in the
market it had to tick all boxes of
marketing.

Product Concept
Selling Concept
Marketing Concept

Celebrity Endorsements
1. Associations with celebrity hair-dressers.
2. Mass Production of Celebrity Endorsed Products.
3. In some cases, only retailing of such products.
1. Sale of the Products across the 1300+
Boots stores.
3. During Promotional Period, it was
extended to other retailers, with a
separate strategically located space at
the stores for its products.

Segmentation
Brand Equity
Brand Positioning
Pricing

Segmentation
Brand Equity
Brand Positioning
Pricing
Different products for different target
markets such as men, women,
childcare, etc. ; and also various sub-
divisions within a given demography.
Associations with celebrity hair-
dressers.
Celebrity Endorsed Prooducts.
First of a kind, completely new idea
Identifying as a brand that gives
unique expert hair care solutions
at affordable prices.
Unique, one of a kind expert advice
Separate Basic and Premium Products.
Basic Products affordable for everyday
usage and Premium for Special usage.

• Boots became an important member in the hair-care market.
• Sales soared.
• Estimated that 85% of the women of the United Kingdom visited
Boots store in a week.
• Mutually beneficial for both the celebrities as well as Boots.
WIN-WIN
• Though its products gained popularity, Boots as a brand didn’t.
• Constantly Changing Consumer Needs.
• Very few notable differences between products of different
brands.
• Cut-throat Competition.

FYI
Boots, as a matter of fact had actually gone for the “3 for 2”
strategy as illustrated by the advertisement given below,
thereby suggesting that their thought process was similar to
the one adopted in this presentation.

Boots- the company and the hair-care
industry.
•The Competitors
•The Retail Market
The Situation
•Product Concept
•Selling Concept
•Marketing Concept
The Decision
•Financial
•Qualitative
Summary

References
• BOOTS: HAIR-CARE SALES PROMOTION Version: (A) 2008-03-20
• https://www.google.co.in/search?hl=en&authuser=0&site=imghp&tbm=isch&source=hp&bi
w=1366&bih=667&q=boots.com&oq=boots.com&gs_l=img.3..0l2j0i30l8.1266.3333.0.3557.9.
9.0.0.0.0.136.908.7j2.9.0....0...1ac.1.64.img..0.9.899.MsHfjuNFwcU#hl=en&authuser=0&tbm
=isch&q=VS&imgrc=yMfBZG12q_bOIM%3A
=isch&q=3+for+2
9.0.0.0.0.136.908.7j2.9.0....0...1ac.1.64.img..0.9.899.MsHfjuNFwcU#imgrc=_
=isch&q=on-pack+promotions&imgrc=bMCvsZJ3tP_k-M%3A

Thank You
Disclaimer:
This presentation was created by Sriram A R, IITM
during a marketing internship under the guidance of
Prof. Sameer Mathur, IIM Lucknow
(www.IIMinternship.com)
Sriram A R
Prof. Sameer Mathur

Boots hair care sriram a r

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