Boots Group PLC, one of the best known and most respected names in UK retail, provided health and beauty products and advice that increased personal prosperity. Marketing Manager at Boots plans to stimulate sales strategy for the line of professional products for hair care. Professional line of hair care products consisted primarily of shampoos, conditioners and styling products (gels, waxes, mousse, etc.) developed in collaboration with top UK celebrity hairdressers. The task of a marketing manager is to select one of three alternative advertising - to get three for the price of two, will receive a gift with purchase or coupon on the package - for the Christmas season. An alternative would be chosen as a direct impact on costs and sales, but also long-term consequences for the participating brands. His main goal was to manage the volume of sales and trade to consumers from lower brand value, while maintaining or creating a brand. "Hide
by Murray Bryant, Pankaj Shandilya, Robert J. Fisher Source: Richard Ivey School of Business Foundation 13 pages. Publication Date: August 23, 2005. Prod. # 905A22-PDF-ENG
Related Case Solutions & Analyses:
Migros
MD Motors
Strategic Analysis of Cemex
BMW-MINI
Coffee Wars in India: Café Coffee Day 2015
Motorcowboy: Getting a Foot in the Door (A)
The Clorox Company: Leveraging Green for Growth
El Mawardy Jewelry: Expansion During a Recession
Ambient Communication: How to Engage Consumers in Urban Touch-Points
Casper Sleep Inc.: Marketing the “One Perfect Mattress for Everyone”
