Boots Should Rely on Brand Heritage, Not Fancy Bolt-Ons

Marketing, February 22, 2001 | Go to article overview

Boots Should Rely on Brand Heritage, Not Fancy Bolt-Ons


Great British retail brand gets caught napping by fleet-footed rivals encroaching on its territory, loses investor confidence as share price continues to spiral downward, and someone hits the panic button.

The Boots story appears to be going the same way as that of Marks & Spencer and Sainsbury's. The question is, what happens next?

For starters we can expect to see some management changes, cost cutting and possible disposals of some of its non-core divisions. It is then that the meddling will begin in earnest.

The retailer is known to be looking at the refurbishment of some of its outlets as upmarket providers of tooth-to-toe health and beauty services. Under the Boots Wellbeing brand, these high street stores could offer everything from chiropody to herbalism to dentistry in an effort to bring in higher value customers. Other stores within its portfolio will been turned into high-traffic convenience outlets, with numerous tills and rapid turnover.

It's innovative, but no more innovative than many recent Boots add-ons, and no more likely to reverse the erosion of its business by the supermarkets. The reason that 80% of British women visit a Boots store at least once a month is because they know that it is trustworthy and that they can meet all their health and beauty needs there. The reason Boots is losing out to Tesco and Asda is that the supermarkets are regular destinations for shoppers who, increasingly, can meet all their health and beauty needs there. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Boots Should Rely on Brand Heritage, Not Fancy Bolt-Ons
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.