Push & pull strategy

marketing startegy

1. Push Strategy
Pull Strategy
Factors Influencing in deciding Push/Pull
Difference between Push Vs Pull
Push Tools
Pull Tools
Conclusion

3. A “push” promotional strategy makes use of a
company's sales force and trade promotion
activities to create 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.
Producer Wholesaler Retailer Customer

4. A good example of "push" selling is mobile
phones, where the major handset
manufacturers such as Nokia promote their
products via retailers such as Mobile stores,
Nokia priority etc.
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.

5. 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.
Producer Wholesaler Retailer Customer

6. A good example of a pull is the heavy
advertising and promotion of children's’ toys –
mainly on children television program.
The children ask their parents for the toys, the
parents ask the retailers and the retailers the
order the toys from the manufacturer.

7. In general, both PUSH and PULL strategies are
used in combination to achieve the objective.
Product Category
Consumer Behaviour in the category and the
interaction
Competition promotion
Marketing spends and
Effectiveness of different options in the category

8. Manufacturer or service provider
Distributor
Retailer
Customer
P
U
S
H
P
U
L
L
Distributor
Retailer
Customer
By personal selling, discounts &
deals
By mass advertising & sales promotion

10. Push Strategy
All promotional efforts are
directed towards “pushing” the
product through the channels
of distribution.
A push promotional strategy
works to create customer
demand for your product or
service through promotion
For example, through discounts
to retailers and trade
promotions.
Pull Strategy
All promotional efforts are
directed towards the final
consumer so they will “pull” the
product to themselves.
A pull promotional strategy
uses advertising to build up
customer demand for a product
or service
For example, advertising
children's toys on children's
television shows is a pull
strategy.

11. Dealers allowances, Price-offs and
discounts
Displays and Point of Purchase
Increasing trade promotions and incentives
Samples and Free Goods
Buy-Back Guarantees
Increasing margins and pushing it to the
retailers
Dealer Meetings and Contests
Provide more credit extensions, etc

12. Sampling in-store, events, newspaper, in-
pack
Value Promotions, Volume Promotions
Continuity and Loyalty Programs
SLO (Self-Liquidating Offers/Premiums)
Point of Purchase Displays
Contests, Games and Sweepstakes
Rebates and Cash refunds
Utilizing Social media sites to build demand

13. Push strategyis appropriate where brand
choice is made in store. Can be an impulse
purchase and product benefits are understood.
Pull strategyworks best with involvement of
customers, where customers look for product
differences.

14. "Consumers are more participative and
selective and the trend from Pushto Pullis
accelerating."