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.