This study looks at the communication strategies used by The Boots Company in extending its loyal consumer base. To analyse this initially, secondary research was undertaken in the form of literature review.  Initially, in the literature review the competitive position of The Boots Company is analysed. The analysis is carried out using the PESTEL, SWOT and Porters Five Forces theory. The analysis showed that The Boots Company has to further develop its communications strategies particularly to face the threat posed by the retailers who undercut the prices.

In the following extended literature review, the consumer buying process and the factors affecting the consumer buying process were studied. Finally, in the literature review it was identified that Advertising, Sponsorship marketing, Sales promotions, direct marketing, Public relations and Packaging were identified as the promotional tools important for The Boots Company in communicating its message to the target market. A get a clear understanding of the various promotional tools learnt from the secondary research it was thought to take up a primary research. The research is carried out by interviewing the customers at Boots the Chemists store with the help of a pre-prepared questionnaire. The research carried out is of quantitative type. All the questions were designed as close ended to make the statistical analysis easy. The results were analysed using a SPSS package.