Maturity stage of Pull and Push Strategy -
October 12th, 2010
When the product is in maturity stage, many similar brands are available to customers. Due to price discounts or other extra benefits, consumers often switched brands. This phenomenon of brand switching is more common if the product category happens to be one of low involvement.
The sales promotional strategy in this stage can focus on attracting maximum number of brand switchers, reward and reinforce the loyalty of regular users and use more of push promotions to build inventories with resellers. Many tools of sales promotion such as premiums, price discounts, extra goods, displays, dealer contests, feature advertising become important.
Generally a combination of pull and push promotions prove more effective during maturity stage of a product life cycle. The market share of the brand is an important factor in gaining the support of resellers.
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