Current Use of Marketing Communications - Research Paper Example

The firm is able to offer their customers a wide range of products as they work in partnership with pharmacists and manufacturers. The firm has 105000 about employees with distribution and wholesale networks enabling them to reach 126000 hospitals, health centres and pharmacies (Alliance Boots 2009).Boots decided to revamp its image in 2001 and redefined its marketing strategy. It changed its image from high start shops to convenience and ‘Well being stores that interacted with consumers giving them advice and guidance on products and services offered (Utalkmarketin2009).

This involved the integration of technology to better understand and communicate with the customers. Such marketing communication according to Johnson (2001) bought the customers closer to the brand and become brand loyal. The firm realized that such marketing was essential as the customers wanted to know more about the products and their benefits before purchase. As Hill and Still (1990) point out, by interacting with the consumer Boots was able to satisfy the queries of the customers and resolve their problems which helped in building their trust in the brand.

Boots advertises both its health and beauty products. However, Hill, J.S. and Still, R.R. (1990) explain that it has to abide by strict rules and regulation for marketing its health products especially prescription drugs. This includes the name of generic medicines, a brief summary of risks involved and providing a toll-free number in case the advertising was on TV or radio. These rules have to be abided especially when communicating directly with the consumers. Boots also advertises to physicians.

As for the beauty products, Boots uses television, print and radio channels to communicate with its customers of beauty related products. It also has a channel which resolves customer queries and solves beauty related problems of customers which helps the customers grow closer to the brand (Utalkmarketin2009).