Product and service- root boost is part of the Toni and Guy volume range. It is a new product that
has only came out in the past year and started off selling in the hairdressers before being taken into
the high street. The product trials were that Root Boost was used in the hairdressers on customers’
hair to see if they’d like the product. The customers were targeted when talking to their hairdresser
about having flat hair. Because the product is made by Toni and Guy customers know that the
product will be made with good quality. The quantity of the product comes in two different types.
There is the travel size product that is 75ml and the big home bottle that is 250ml. The Root Boosts’
feature is to add volume to the hair this is Root Boosts main unique selling point as that is the whole
idea of the product. The associated services are that it smells nice and has a nice texture to it and
also acts as a heat protector to the hair. This is a benefit as customers won’t be returning the
product due to bad smell or horrible texture and also won’t damage the hair with electrical items.
The style of the bottle is red with a white cap and big white Toni and Guy logo so customers know
the brand as Toni and Guy don’t have over the top designs.
Price – the price of this product from the retailer Boots is £5.61 for the 250ml it is £1.99 for the 75ml
bottle. There are certain factors that affect the price the main is VAT it’s a tax that everyone has to
pay and it went up January 1st 2011 from 17.5% to 20% so this affected the price. The other factor is
the retailer Boots have to make a profit from selling this item in store although it might not be a lot
this still plays with the price. There are certain price strategies when this product first started selling
it would have been at a trail price which would be lower than the price it’s at now this would be to
see who is interested in the product and also helps the market research as they can see what age
range of people are buying the product. This also helped Toni and Guy see if the product was worth
staying in the stores.
Place- the Root Boost can be found in many places, it’s sold online, in store and in wholesalers. The
online products are sold on feelunique.com and boot.com. It’s sold in retailers like Boots and certain
hairdressers that are TIGI approved salons. Wholesalers like Aston and Fincher stock the Root boost
Aston and Fincher only have two stores in Leicester and London. Most TIGI approved wholesalers
will sell the Root Boost.
People – Boots staff members need to know about Root Boost because it’s new no loyal Boots
customers know about the product and what the product does. Toni and Guy work their way
through the Boots to train staff members on the products and if any developments are made Boots
staff need to have the added on training to prolong the image of Boots and the Root Boost itself.
Processes – Toni and Guy have made an image of their products that they achieve what they say
they will and that they take care in the customers’ hair. Boots also have an image that they are hard
working and look after their customers resolving all their needs. Boots and Toni and Guy work
together making sure that they keep their image by making sure the product does what it’s set out
to do and make sure it’s not false advertised as if it is this would damage both brands names.
Physical evidence – Boots use the colour scheme of blue and white because it’s a neutral shop. Boots
have a radio on but it’s just a light noise in the background. Staff members use soft smooth tones of
voice with a cheerful lift to make you feel more comfortable to ask or talk to the staff member. Staff
members use appropriate language to talk to customers and around customers when talking to
other staff members. The lighting in store isn’t over powering the brightest part of the store is the
make-up stands. Boots image is to cater for the whole family with all their needs, from medicines to
appearance helpers.
Promotional objectives – Boots aims and objectives translate into marketing and promotions
because Boots want to offer the best products and service to beat competitors like Superdrug. Boots
have their own in store brand that they promote. Boots want to have the best service they can so
they train all their staff on all the products they sell. Boots make sure there is enough staff to help
customers and make sure that shopping in Boots is a positive thing. Boots make sure that they are
hitting their target markets by catering for all people with a range of different brands. Out of all the
cosmetic stores Boots has the most brands being sold in store. Boots find their market research from
their advantage cards. The advantage card is an easy way to see who shops where, how often they
shop and what they buy also shows what people buy with their points. Boots also have surveys that
they ask customers to do, these usually come as an email to those signed up to the advantage card.
Boots take all the information they have and this helps them decided what they’d promote as Boots
do have promotions for all different things week to week.
Branding – Root Boost is made by Toni and Guy this is a well known brand in the hairdressing
industry but just recently it’s become a high street buy. Although it is mostly used by the younger
generation it isn’t always aimed at the younger person. The brand wants customers to enjoy nice
hair care and wants customers to protect their hair. The benefits to Toni and Guy are they can over
price their products and customers will still buy them.