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Marketing
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The fragmented nature of the leather industry has given marketing a rocky ride. Nevertheless there are a number of companies doing excellent marketing in the industry, mostly supporting a product policy, but occasionally moving to brand recognition at different levels. Marketing has mainly been viewed as an unnecessary cost, as the tanner romances his product, in the belief that leather sells itself . I well remember John Booth telling me that he was not in favour of marketing unless he could see it "adding a penny to the selling price". This section is based on a number of talks I have given on the subject at a variety of venues. They serve as my views on the role and utilisation of marketing in the leather industry. The lectures are identified on the bar on the right.
It is important to remember that we are working with business to business marketing, and often with what is termed "ingredient" branding". While many of the same rules apply, it is not the same as consumer branding.