Push And Pull Strategies

Introduction

Manufacturers need consumers to buy their products and consumers need somewhere to buy products from. This means that manufacturers not only need to persuade consumers to buy their products but also have to persuade retailers and wholesalers (the distribution chain) to stock their products. Manufacturers use push and pull strategies to persuade the distribution chain to stock their products and services.


Push Strategy

A push strategy is where the manufacturer concentrates their marketing effort on promoting their product to the next party in the distribution chain (retailer or wholesaler), to convince them to stock their products.

A combination of promotional mix strategies may be used including:


The diagram below shows the distribution chain parties which will be targeted during push strategy sales campaigns.

Push Strategy disstribution parties

Pull Strategy

A pull strategy involves the manufacturer promoting their products to the target market to create demand, so that retailers are forced into stocking the manufacturer's product. Consumer demand pulls products from the manufacturer through the distribution chain and onto the customer hence the name pull strategy. Consumer demand is created through a variety of promotional mix activity including:

The diagram below shows which of the distribution chain parties are targeted during a pull strategy sales campaign

Pull Strategy Distribution Chain Parties Push And Pull Strategies

Summary

A push strategy manufacturer will use methods to promote their products directly to the distribution chain i.e. they attempt to "push" the chain into stocking their product.

Whilst a pull strategy manufacturer will use methods to "pull" the distribution chain into selling their product through creating high consumer demand for their products.

 

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