Push and pull promotion are the two promotion mix strategies that marketers use.
For your assignment, you will need to do the following:
- Describe both the push and pull promotion strategies.
- Research two companies that are making successful use of both promotion mix strategies (larger companies typically use both).
- Describe the activities of the companies and why you believe they are successful with their strategies1
Preview of the answer..
Several factors account for why brand managers have shifted budgetary allocations increasingly toward a greater proportion of trade promotions. However, it is beneficial to review the concepts of push and pull marketing strategies that encourage channel members to handle and merchandise brands and to persuade consumers to purchase them, (Reid & Bojanic, 2010). Push involves a forward thrust of effort, metaphorically speaking, whereby a manufacturer directs personal selling, advertising and trade-oriented promotions to wholesalers, distributors, and retailers. Through this combination of sales influence, advertising and perhaps especially promotions in the form of allowances..
APA 347 words