Complete Case details are given below :
Case Name : Boots: Hair-Care Sales Promotion
Authors : Murray Bryant, Pankaj Shandilya, Robert J. Fisher
Source : Ivey Publishing
Case ID : 905A22
Discipline : Marketing
Case Length : 13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced personal well-being. The marketing manager at Boots was planning a sales promotion strategy for a line of professional hair care products. The professional hair care line consisted primarily of shampoos, conditioners, and styling products (gels, wax, mousse, etc.) developed in collaboration with United Kingdom’s top celebrity hairdressers. The marketing manager’s challenge was to select one of three promotional alternatives–get three for the price of two, receive a gift with purchase, or an on-pack coupon–for the Christmas season. The alternative selected would have both immediate effects on costs and sales, but also long-term implications for the brands involved. His primary objective was to drive sales volumes and trade-up consumers from lower value brands, while retaining or building brand equity.
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