The Marketing Strategy Of Boots

Task 1.

Marketing is defined as “The process of planning and executing, the conception, pricing,

promotion and distribution of ideas, goods and services to create exchanges that satisfy

individual and organisational objectives”. Product, promotion, price and place are the 4Ps

that make a success of the business. Boots pharmaceutical company has covered these

marketing tools successfully to reach the consumers. Boots is known as company to sell

pharmaceutical items but they market products such as baby items, boots optical and

cosmetics. When we observe the marketing strategy of Boots, they have never promoted

their products but they have promoted boots a whole as company. The consumers believe

that they could find their needs in the store. Boots has its Showroom in any of the shopping

mall around UK. We the customers can even find their shops at High Street; some of the

Boots showrooms have been franchised for the individuals. This made their business

grow into many branches. When come to the product Boots does not market only the

pharmaceutical products but the necessities of house hold and the members of the family,

from baby feeding stuff, toiletries, self grooming items for both men and women. All the

items are showcased in a manner to glance in a go and to pick up items. The showrooms

have a Pharmacist to assist the customers on medicines and prescriptions. They also

have medical check up facilities for Astma Diabitics and some of the special care medical

conditions. This will help the patients to utilise these facilities in case of need. Each item has

different brands and a Boots personalised brand for the customers to compare price. This

was their pricing strategy to promote their pro...

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...dden charges and profit.

This at times raises the price of the product and fails to reach the customers. In domestic

market the product is designed to meet and tackle the government policies and legislation

but in international market the policies may differ and some of the raw materials is not

accepted. Therefore its must consider the general legislation considered by all the nations.

International market builds more customers and sales and it bring down foreign currencies

to the home country. The Boots has many showrooms and tied up with Alliance Boots and

Union chemist to market its products in USA and European countries it has developed its

show rooms in South Asia as well. Further Boots CSR activities has been engaged in all the

countries where it operates and this has developed political influence and support among

the people of that nations.