PULL AND PUSH STRATEGIES -
October 11th, 2010
Sales promotion decisions are significantly affected by whether the company decides to do to pull or push strategies to accomplish its objectives. Such a decision may require a little or a lot of cooperation from resellers.
The requirements to implement one strategy might be little more than to just stock the product by the retailers. The other strategy may demand more participation from resellers such as the ability to explain to the consumers as to how a product works.
In case of using a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contests and sweepstakes, rebates, coupons, free samples, consumer premiums, etc are used. If this strategy is also chosen to include advertising, there are large advertising expenditures.
The objective of such promotional efforts would be to create sufficient consumer demand to pull the product through the channels, that is the consumers are encouraged to demand the product from retailers who in torn place orders with wholesaler or manufacturer to meet the consumer demand.
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