Principle of marketing Essay Example | Topics and Well Written Essays - 500 words

Principle of marketing - Essay Example After its merger with Alliance Unichem in July 2006 the company seeks to become the world's leading pharmacy-led health and beauty group. The alliance aspires to develop its core businesses of retail pharmacy and wholesale across the world and become a significant player in many major international markets. With more than 1500 retail outlets of Boots alone the Alliance Boots has now more than 3000 retail outlets, besides a good presence on the net. The combined skills, strengths and brands of Alliance Boots makes it Europe's leading pharmacy-led health and beauty group. This is a Market-leader in own brand products. Superdrug, on the other hand is UK's fashion conscious beauty and health retailer. Today it is the second-largest beauty and health retailer with over 740 stores in England, Scotland, Wales, Northern Ireland. Superdrug currently has 226 in-store pharmacies. During the last two year the company has made good investment in establishing itself as a brand in UK. Superdrug recently took up a 10 month campaign for reducing the VAT on condoms and came out successfully when the UK government reduced the VAT from 17.5% to 5%. Now the company has taken up the issue of slashing the VAT on kids' sun care products and for reclassifying the sun-care cream as an essential health care product instead of a luxury beauty item.