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PULL AND PUSH STRATEGIES


   PULL AND PUSH STRATEGIES

         Marketing firm may adopt ‘Pull’ or ‘Push’ strategy to achieve its marketing objectives. Both strategies have different dimension and direction. Both strategies have their own advantages and limitation.

·       Pulling Strategy: A pull strategy is based around the manufacturer promoting their product amongst the target market to create demand. In case of a pull strategy, marketing efforts are directed at the ultimate consumer and consumer promotions such as consumer contest and sweepstakes, rebates, coupons, free samples, consumer’s premium, etc. are used. The objective of such promotional efforts is to create sufficient consumer demand to “pull” the product through the channels. Consumers pull the product through the distribution channel forcing the wholesaler and retailer to stock it, hence the name is pull strategy. These are promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it though the marketing channel. A “pull” strategy is appropriate when the product demand is high. “Pull” promotion do not require any kind of support from re-sellers.

·       Pushing Strategy: A push strategy is where the manufacturer concentrates some of their marketing effort on promoting their product to retailers to convince them to stock the product. These are promotional effort be a seller to members of the marketing channel intended to stimulate personal selling of the good or service, thereby pushing it through the marketing channel. Push strategy is generally appropriate for product categories where there is low brand loyalty and many acceptance substitutes are available in the market. Manufacturer, who cannot afford to engage in sustained mass advertising often use push strategy and offer effective incentives to dealer.

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