Re-shaping a well-known brand
A Boots case study

Page 1: Introduction

Consumers make many different buying decisions every day. It is important that large companies developing products for the consumer market-place understand the many factors which affect consumer-buying behaviour. A market-driven organisation needs to find out where consumers buy different products, how they buy, what they buy as well as why they buy. It is only by answering these questions about...
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Page 2: Re-positioning

Brands have a certain power in the market-place. Where a brand has a particular type of awareness with consumers and represents certain values, buyers will select that brand in preference to others in the market. It is important then that the values represented by the brand match the perceptions of consumers.Although a brand may be positioned in one particular part of a market, it may be necessary...
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Page 3: The life-cycle of a product

The life-cycle of a product may last for a few months or for hundreds of years. Re-positioning is a way of prolonging the life-cycle of a brand or product. Boots needed to inject new life into the growth period of the 17 brand by adjusting key ingredients of the marketing mix, such as packaging, advertising and promotions.This was an important moment for the 17 brand. For many users, the...
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Page 4: Packaging research

Research indicated that 17 had a strong appeal to 15-19 year olds. The streetcred of 17 was good and there was a good fit with the perception of 17 with a fun, confident and daring lifestyle. The advertising strapline ‘It’s not make-up, it’s ammunition’ was the major contributor to the brand’s image. The packaging, however, was not well received and was not recognised...
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Page 5: Brand development

In redeveloping the brand, it was important to position 17 as the teenage power brand in a way which would further develop Boots’ relationship with the teenage market. The keyobjective for the development of the brand and the re-positioning process was to investigate the relationship between 17 and Boots to ensure that the consumer understanding of Boots matched the intended brand...
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Page 6: Conclusion

The research into 17 was undertaken to ascertain whether the consumer understanding of the 17 brand matched the brand personality ‘girls with attitude’. The research suggested that the re-shaping process would help 17 to move along the path from a value brand to become the teenage make-up brand. The ‘girls with attitude’ image portrayed by the advertising appeared to be...
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