Push And Pull Essay

556 words - 3 pages

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.
"Taking the product to the customer"
* Trade show promotions to encourage retailer demand
* Direct selling to customers in showrooms or face to face
* Negotiation with retailers to stock your product
* Efficient supply chain allowing retailers an efficient supply
* Packaging design to encourage purchase
* Point of sale displays
A pull strategy involves motivating customers to seek out your brand in an active process.
"Getting the customer to come to you"
* Advertising and mass media promotion
* Word of mouth referrals
* Customer relationship management
* Sales promotions and discounts

The origin of these two ...view middle of the document...

This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face

to face. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel. Once your brand has been established, this can be integrated with a pull strategy.
'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves

A “push” promotional strategy makes use of a company's sales force and trade promotion activities tocreate consumer demand for a product.
The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.
A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

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