Push and Pull strategy is one, of the factor affecting the promotion mix of a company. A good promotion blend is very important for successful marketing. The promotion mix is also affected by whether companies adopt a push or pull strategy.
Pull Strategy
Under Push Strategy, promotion is directed at the end-user or ultimate consumer. The main purpose of using this strategy is to motivate consumers for asking the channel members for the product. This strategy largely depends upon:
- mass communication
- the objective of pull buyers through channels by creating end users’ demand.
- Powerband, extensive distribution.
Push Strategy
Under push strategy, promotion is directed towards the middlemen. This strategy can be successfully implemented in case:
- the manufacturer has supplied higher quality products with unique selling points (USP).
- the product is high priced.
- Adequate incentives to middlemen and salesman are offered.
Hence, it is one of the tools of promotion.
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