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Introduction:
In a business organization there are few departments and marketing is one of them.
Marketing introduces organizational products and services to customers. The sales and profit
of an organization largely depends on the activities of marketing. Dynamic marketing team
can ensure higher sales and profitability. Normally big organizations spend a lot of money in
marketing activities and this assignment represents the business report of Boots consisting of
marketing strategy options and marketing environment.
4. Marketing Mix Decisions: The next stage is determining marketing mix for
organizational products and services. Marketing mix should cover pricing decision,
promotional marketing campaign growth, distribution agreements and product
growth.
different aspects. Boots may segments its market based on the following aspects:
Geographic Variable: Boots can segment market on basis of population, size and
atmosphere of a region or a geographical area.
Demographic Variable: Boots can segment its market based on sex, race, age, status, sexual
orientation, education, income of the people.
Psychographic Variable: Boots can segment the market on basis of customers’ thoughts,
feelings, beliefs, interests, values, lifestyles, social status and class, personality and so on.
Behavioural Variable: here Boots can segment the total market based on customers’
purchasing behavior like readiness to buy, loyalty to the organization, users status and
occasions.
Babycare 2.0 8%
Other 1.7 7%
Haircare 1.4 8%
Boots has its own products and it sells other products as well. Generally there are three types of distribution channels and
Boots uses two types of distribution channels. First of all it produces its own products and services which it sells to
customers directly. It has its own brand products which it sells to customers directly. It uses second distribution channel as
well where they act as a retailer. It buys products from different manufactures and sells products to customers. Generally
Boots sells quality products of different brands like Boss, Calvin Klein, CHANEL, DIOR, Diesel, ARMANI, Gucci, Lssey
Miyake, Jean Paul Gaultier, Marc Jacobs, Jimmy Choo, Thierry Mugler, TOM FORD etc. It has around 2500 stores from
local community pharmacies to large destination health and beauty stores. 90% of the UK population is estimated to be
within a 10 min drive a Boots store. It develops multi-format strategy to give services to customers in right place by friendly
and professional people. There are different types of Boots’ shops like Boots health and beauty stores offer destination
shopping with lot of products including all Boots leading brands. Boots flagship stores offer beauty halls with premium
cosmetics and beauty consultants. Boots travel stores meet the demands and needs of the travellers. Most of their shops are
situated in densely populated and prime areas like railways and bus stations and nearby areas of community, supermarkets,
and shopping malls and so on.
Learnmarketing, (2012) Service Marketing Mix (Extended Marketing Mix) [Online], Available
from: http://www.learnmarketing.net/servicemarketingmix.htm [Accessed: 7/4/2014]
Laura (2011), Market segmentation in foodservice operations,[online] 13-10-2011, Available
from:http://hotelmule.com/wiki/Market-segmentation-in-foodservice-operations [Accessed:
7/4/2014]
Muthumani, S., (2010), International Trade 2010 [online], 07/12/2010, Available
from:http://www.scribd.com/doc/34200662/3/International-Marketing-vs-Domestic-
Marketing[Accessed: 7/4/2014]
Scribd, Marketing environment [online], 2012, Available
from http://www.scribd.com/doc/22543929/Marketing-Micro-and-Macro-
Environment [Accessed: 7/4/2014]
Shma (2012), 4 types of consumer buying behavior [online], Available from: http://managementation.com/4-types-of-
consumer-buying-behavior/ [Accessed: 7/4/2014]
Thimmesch, M., (2010) What is Marketing? How 10 Experts Define It.[Online] August 08, 2010, Available from:
http://www.skylinetradeshowtips.com/what-is-marketing-how-10-experts-define-it/ [Accessed: 7/4/2014]
Reply
NTRENZ BD
April 23, 2015 at 11:26 PM
http://www.ntrenzte.com/assignment-on-marketing-principles-1/
Reply
Al Araf Dip
August 12, 2015 at 11:33 AM
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Reply
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October 10, 2015 at 2:05 AM
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November 5, 2015 at 10:36 PM
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March 28, 2017 at 1:37 AM
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Reply
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May 2, 2017 at 3:00 AM
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