Successful Marketing by Pauline Rowson - Book Review

1. Successful Marketing
Pauline Rowson
Presented by:
Tonmoy Bora

2. Successful Marketing ?
• A long term strategy.
• A management philosophy that should run right
through the business.
• Know your customer and thinking like them.
Relaying a consistent message Target
customers They can Understand

3. Know your customer
• What they buy and Why ?
• Communicate the benefits of the product or service.
Reason of buying product
• Objective : To satisfy physiological needs in buying.
• Subjective: Personal based or psychological reason.

4. Developing the product for customer satisfaction
• Better
• Newer
• Different
• More Profitable

5. Pricing
• Won’t be same forever.
• Attuned to the Marketplace,
Competetion &
Changing consumer Attitude
• Can also be linked to the packaging.

6. Marketing tools to build competitive edge
• Branding
• Image
• Price
• Product or service differentiation
• Building and maintaining reputation

7. Branding
To define identity and helps people to relate to the product.
Factors to building brand
• The product itself
• The Packaging
• The Advertising
• The Brand name
• The Price
• Availability

8. Image
• First Impression
• Telephone
• Face-to-face
• Infrastucture

9. Competitive edge through Price
• Should not sacrificed on the alter of profitability.
• Secondary consideration
 If Quality and Reputation are strong.

10. Competitive Differentiation
• Innovation is important.
• Should be looking for new and deliver a better service.
Reputation
Do good work and more work comes from it.

11. Marketing tools
 Advertising
• Television
• Radio
• Newspapers
• Magazines
• Wall Planners,diaries etc.
• Poster advertising
• Internet

12.  Signage
• Business Premises
• Cars, vans etc.
 Promotional Items
• Notepads
• Pens
• Carrier Bags
• T-Shirts etc.

13.  Direct Marketing
• Mail Order catalogues
• Mailshot letters
• Mailshot leaflets
• Door-drop leaflets
• Insert into magazines
• Telemarketing
• Internet

14.  E-Marketing/Viral Marketing
• E-Shots
• E-Bulletins
• E-Newsletters
• Social Networking sites
• Blogs
 Editorials
• Press releases and articles

15.  Exhibitions and trade fairs
 Personal Selling
• Sales representative
 Seminars/demonstrations/open days
 Sponsorship

16. ThanK YoU