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What is Push and Pull strategy?

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تاريخ النشر: 2016/03/27
Ghada Eweda
من قبل Ghada Eweda , Medical sales hospital representative , Pfizer pharmaceutical Plc.

Both terms should be explained  referring to the marketing strategy: 

 

Push Marketing

Push marketing is a promotional strategy where businesses attempt to take their products to the customers. The term push stems from the idea that marketers are attempting to push their products at consumers. Common sales tactics include trying to sell merchandise directly to customers via company showrooms and negotiating with retailers to sell their products for them, or set up point-of-sale displays. Often, these retailers will receive special sales incentives in exchange for this increased visibility.

Example of Push Marketing

One common example of push marketing can be seen in department stores that sell fragrance lines. The manufacturing brand of the fragrance will often offer sales incentives to the department stores for pushing its products onto customers. This tactic can be especially beneficial for new brands that aren't well-established or for new lines within a given brand that need additional promotion. After all, for many consumers, being introduced to the fragrance at the store is their first experience with the product, and they wouldn't know to ask for it if they didn't know it existed.

Pull Marketing

Pull marketing, on the other hand, takes the opposite approach. The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in. Common sales tactics used for pull marketing include mass media promotions, word-of-mouth referrals and advertised sales promotions. From a business perspective, pull marketing attempts to create brand loyalty and keep customers coming back, whereas push marketing is more concerned with short-term sales.

Example of Pull Marketing

You can often recognize pull marketing campaigns by the amount of advertising that's being used. Pull marketing requires lots of advertising dollars to be spent on making brand and products a household name. One example includes the marketing of children's toys. In the first stage, the company advertises the product. Next, the children and parents see the advertisement and want to purchase the toy. As demand increases, retailers begin scrambling trying to stock the product in their stores. All the while, the company has successfully pulled customers to them.

 

The primary difference between push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. For push marketing, consider sales displays at your grocery store. On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products. Examples are Porsche and Lamborghini, which no longer need to advertise, as consumers come to them.

Rami Assaf
من قبل Rami Assaf , loading and Storage Operations Supervisor , Arab Potash Company

Push and pull marketing strategies Promotional strategies to get your product or service to market can be roughly divided into two separate camps.1. Push strategy

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.

"Taking the product to the customer"

Examples of push tactics

  • Trade show promotions to encourage retailer demand
  • Direct selling to customers in showrooms or face to face
  • Negotiation with retailers to stock your product
  • Efficient supply chain allowing retailers an efficient supply
  • Packaging design to encourage purchase
  • Point of sale displays
2. Pull strategy

A pull strategy involves motivating customers to seek out your brand in an active process.

"Getting the customer to come to you"

Examples of pull tactics

  • Advertising and mass media promotion
  • Word of mouth referrals
  • Customer relationship management
  • Sales promotions and discounts
Simple diagram explaining some example differences between a push and pull promotional strategy

The origin of these two terms refers to the supply chain and how the demand for the product is generated.

Push strategy explained

The term 'push strategy' describes the work a manufacturer of a product needs to perform to get the product to the customer. This may involve setting up distribution channels and persuading middle men and retailers to stock your product. The push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot. This term now broadly encompasses most direct promotional techniques such as encouraging retailers to stock your product, designing point of sale materials or even selling face to face. New businesses often adopt a push strategy for their products in order to generate exposure and a retail channel. Once your brand has been established, this can be integrated with a pull strategy.

Pull strategy explained

'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves.

Final words

Khalid Ghaffar
من قبل Khalid Ghaffar , Consultant for Business Development , Waters Corporation USA

There are marketing strategies in business. The primary difference between push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. For push marketing, consider sales displays at your grocery store. On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products. Examples are Porsche and Lamborghini, which no longer need to advertise, as consumers come to them.

د Waleed
من قبل د Waleed , Management - Leadership-Business Administration-HR&Training-Customer Service/Retention -Call Center , Multi Companies Categories: Auditing -Trade -Customer service -HR-IT&Internet -Training&Consultation

Thank You for the invitation ... I would agree with answers that really covered your question ... Variety of correct info and opinions !

teresah njoki
من قبل teresah njoki , RECEPTIONIST , Hilton Hotels World Wide

Push and pull strategies are promotional routes to market, either by the product being pushed towards customers or your customers pulling the product through the retail chain towards them

ACHMAD SURJANI
من قبل ACHMAD SURJANI , General Manager Operations , Sinar Jaya Group Ltd

Marketing promotion: what are push and pull strategies?

Marketing distinguishes between two kinds of promotional strategies: push and pull. What is a push factor? What is a pull factor? This study note answers these questions and gives you examples of each.

 

Push factor

A "push" promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demandfor a product: it takes the product to the customer - the customer knows about the product when they buy it.

Producer promotes product wholesalers > wholesalers promote product to retailers > retailers promote product to consumers

Examples

  • Trade shows
  • Direct selling

A push strategy tries to sell directly to the consumer, bypassing other distribution channels. An example of this would be selling insurance or holidays directly. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

A good example of push selling is mobile phones where major handset manufacturers, such as Nokia, promote their products via retailers such as Carphone Warehouse. For example, offering subsidies on the handsets to encourage retailers to sell higher volumes.

Direct selling and trade promotions are often the most effective promotional tools for companies such as Nokia.

Pull factor

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product: it brings the customer to the product - the customer is motivated to buy it.

Consumers ask retailers for product > retailers ask wholesalers for product > wholesalers ask producers for product

Examples

  • Advertising
  • Referrals (word of mouth)
  • Promotions
  • Discounts

A good promotional strategy will combine both push and pull factors.

Emad Mohammed said abdalla
من قبل Emad Mohammed said abdalla , ERP & IT Software, operation general manager . , AL DOHA Company

I fully agree with the answers been added by EXPERTS............Thanks.

Vinod Jetley
من قبل Vinod Jetley , Assistant General Manager , State Bank of India

1. Push strategy

A push promotional strategy involves taking the product directly to the customer via whatever means, ensuring the customer is aware of your brand at the point of purchase.

"Taking the product to the customer"

Examples of push tactics

  • Trade show promotions to encourage retailer demand
  • Direct selling to customers in showrooms or face to face
  • Negotiation with retailers to stock your product
  • Efficient supply chain allowing retailers an efficient supply
  • Packaging design to encourage purchase
  • Point of sale displays
2. Pull strategy

A pull strategy involves motivating customers to seek out your brand in an active process.

"Getting the customer to come to you"

Examples of pull tactics

  • Advertising and mass media promotion
  • Word of mouth referrals
  • Customer relationship management
  • Sales promotions and discounts

Omar Saad Ibrahem Alhamadani
من قبل Omar Saad Ibrahem Alhamadani , Snr. HR & Finance Officer , Sarri Zawetta Company

Thanks

Agree with answers given by colleague Rami Assaf and Mrs. Ghada

Rami Abbas
من قبل Rami Abbas , Sales Manager , Al Houda Contracting and Real Estate Development

I agree with my colleagues previous answers.

حسين محمد ياسين
من قبل حسين محمد ياسين , Finance Manager , مؤسسة عبد الماجد محمد العمر للمقاولات العامة

agree with answers .........................................

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