Ana Maria Ciubotaru Marketing Principles
Definition of Marketing: The process of marketing is oriented to bring compatibility between the company and the customers. It enables the companies to access its capabilities in order to meet the needs and wants of the customers they target. (Leader, 1990)
Scope of marketing:
Elements of the marketing mix of boots:
Product: Boots is the seller of many products.
Health, beauty, pharmacy, mother and baby, toiletries are sum of its product lines. It manufactures many of the products under its own brand name.
Price: Boots take pricing decision considering market conditions. It faces fierce competitive pricing from companies offering substitute products. So it has to devise a strong price mechanism that prohibits customers to purchase from other companies. (BBC, 2014)
Promotion: Boots follows an integrated efficient promotion mechanism. The company announces offers and discounts in its web portal. Gives shopping points to the customers on downloading the Boots app, gives products for half prices and discount of a fixed amount on purchase above a mentioned amount.
Packaging: Boots adopts the method of attracting customers by attractive packaging of products. Packaging is just not a container of the product but it tells about the brand name, and it is the first impression of your product to the customers.
Place: Boots is a recognised UK store. It operates targeting wider customer base both online and offline. (Masterson & Pickton, 2010)
Marketing process adopted by Boots:
They were initially positioned in the market as low cost brand but now after reaching the maturity of product life cycle they have repositioned themselves as a brand of cosmetics “for girls with attitude”.
It is adopting the process of packaging more attractively to appeal the youth and the younger generations. (Business Case Studies, 2014)
Having a marketing orientation will give Boots a better understanding of the needs and expectations of its customers and a better strategic planning to meet them.
Marketing orientation helps Boot to reposition its brand as it understands the requirement of repositioning by having a marketing approach.