MARKETING STRATEGIES

OF
LEATHER PRODUCT
IN
US & CANADA
PRESENTED BY:-
Md.Abdul Quadir
Promod Jaiswal
Sanjay Singh
Devesh Namdev
Module 5:
Akif Mustafa
Staffing the Sales Force: Recruitment and Selection
LEATHER PRODUCTS…

Module 5:
Staffing the Sales Force: Recruitment and Selection
 CONTENTS…
 Introduction about Launching the product.
 Marketing Strategies Objectives

 Pestal analysis

 Marketing Mix

 Swot analysis

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Introduction…
 MARKET

We  KNOW  OUR TARGET MARKET.

-who are  our  potential  users
-how many  are  there  in  our  country
-how much / how often /  do  they  buy
-is  there  any  changing  trends
-is  the  demand  increasing
 PRODUCT  PLAN
-what  brand  name/ IMAGE   do  we  want
-our  product market  objectives
-how we  plan  to  position  our  product
-our product  marketing  strategy  to  achieve success

Module 5:
Staffing the Sales Force: Recruitment and Selection
Marketing strategies Objectives…
 Brand Positioning
 Market Capture

 Profit by Customer Satisfaction

Module 5:
Staffing the Sales Force: Recruitment and Selection
PESTEL ANALYSIS…

Module 5:
Staffing the Sales Force: Recruitment and Selection
 POLITICAL CONDITION…
A stable political regime in both the
Country.
In Canada three types of party:: Federation,
parliamentary democracy, and constitutional
monarchy.
In US two types of party: Democratics and
Republican

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Economical…
 Single Market In both the Country
 GDP Of Canada (2009): $1.2 trillion.
 Per capita of Canada (2009): $47,131 (nominal); $37,722
(PPP). 
 GDP of US $14.266 trillion (2009)[1] (nominal; 1st)
 $14.266 trillion (2009)[1] (PPP; 1st)
 GDP growth of US 3.5% (2010)[2]
 economy is based on services and industry

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Social…
 Population of Canada (2009 est.): 33.7 million. 
 Ethnic groups: British/Irish 28%, French 23%, other European 15%,
Asian/Arab/African 6%, indigenous Amerindian 2%, mixed
background 26%.
 Religions: Roman Catholic 43.6%, Protestant 29.2%, other Christian
4.3%, Muslim 2.0%, Jewish 1.1%, Buddhist 1.0%, Hindu 1.0% other
1.3%, none 16.5%.
 Languages: English (official) 57.8%, French (official) 22.1%, other
20.1% (including Chinese and aboriginal languages). 
 Education: Literacy--99% of population aged 15 and over has at
least a ninth-grade education. 

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Technological…
 Technological highly advanced.

 Developed Infrastructure with good

Communication facility

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Environmental…
 Environment Pollution is a big threat

 People are very concern about Green Products

 Industrialization has its own side effect

Module 5:
Staffing the Sales Force: Recruitment and Selection
MARKETING MIX

Module 5:
Staffing the Sales Force: Recruitment and Selection
 PRODUCTS…
 Design
 Technology
 Features
 Convenience
 Quality
 Branding
 Packaging
 Accessories
 Warranties
Module 5:
Staffing the Sales Force: Recruitment and Selection
 Price…
 Strategies:
 Skimming
 Penetration
 Psychological
 Cost-Plus

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Place…
 Wholesale
 Retail
 Direct Marketing
 Internet
 Multi-Channel

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Promotion…
 Special offers
 Advertisements
 Endorsements
 Trade fairs
 Free gifts

Module 5:
Staffing the Sales Force: Recruitment and Selection
SWOT ANALYSIS

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Strengths…
 High Growth
 Ready availability of highly skilled and cheap manpower
 Large raw material base
 Policy initiatives taken by the Government
 Capability to assimilate new technologies and handle
large projects
 Continuous emphasis on product development and design
upgradation

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Weakness…
 Lack of warehousing support from the government
 International price fluctuation
 Huge labor force resulting in high labor charges
 Lack of strong presence in the global fashion market
 Unawareness of international standards by many players

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Threats…
 Major part of the industry is unorganised
 Limited scope for mobilising funds through private
placements and public issues (many businesses are family-
owned)
 Difficulty in obtaining bank loans resulting in high cost of
private borrowing
 Stricter international standards
 High competition from East European countries and other
Asian countries
 Lack of communication facilities and skills
Module 5:
Staffing the Sales Force: Recruitment and Selection
 Opportunities…
 Rising potential in the domestic market
 Growing fashion consciousness globally
 Use of information technology and decision support
software to help eliminate the length of the production
cycle for different products
 Use of e-commerce in direct marketing

Module 5:
Staffing the Sales Force: Recruitment and Selection
 Module 5:
Staffing the Sales Force: Recruitment and Selection
 Module 5:
Staffing the Sales Force: Recruitment and Selection