The Prestige Institute of Management and

Research

Topic “Push and Pull Strategy in Marketing

Management”

Submitted To: Submitted By:

Khushbu Makhvana Dheeraj Baluchi

“Summary”
Push strategy is appropriate with low brand
awareness in a category and brand choice
is made in store. Can be an impulse
purchase and product benefits are
understood.
Pull strategy works best with high brand
awareness and loyalty, or high involvement
in category and customers look for product
differences.

“Push Strategy”
 Push Strategy is calls for using the sales
force and trade promotion. Another meaning
of the push strategy in marketing can be
found in the communication between seller
and buyer. In dependence of the used
medium, the communication can be either
interactive or non-interactive. For example,
if the seller makes his promotion by
television or radio, it's not possible for the
buyer to interact with. On the other hand, if
the communication is made by phone or
internet, the buyer has possibilities to
interact with the seller. In the first case
information is just "pushed" toward the
buyer, while in the second case it is
possible for the buyer to demand the
needed information according to his
requirements.
Producer Wholesaler Retailer Customer

“Push Strategy Tools”

Deals- Allowances, Price-offs and Discounts
Displays and Point of Purchase
Dealer Premiums
Samples and Free Goods
Buy-Back Guarantees
Cooperative Advertising
Advertising Materials
Push Money (Spiffs)
Dealer Meetings and Contests
Specialty Advertising Items

“Pull Strategy”
Pull Strategy is calls for spending on advertising
and sales promotion to build consumer
demand. Pull marketing is a long term, gentle
and effective form of gathering interest in your
company, brand or products through marketing
vehicles that do not overtly push a sales or
promotional message onto a consumer. All like
to call pull marketing 'thought leadership
marketing'. In thought leadership marketing,
you're seeding the market with ideas on how to
better a situation through an innovative solution.
When customers come looking for that solution,
having expressed thought leadership in a
market makes you more likely to be found
during the purchase consideration cycle.

Producer Wholesaler Retailer Customer

“Pull Strategy Tools”

 Sampling---in-store, events, newspaper, in-
pack
Cents off Promotions and Coupons (-2%)
Continuity/Frequency and Loyalty Programs
Premiums
SLO (Self-Liquidating Offers/Premiums)
Point of Purchase Displays
Contests, Games and Sweepstakes
Rebates and Cash refunds
FSI’s (Free-Standing Inserts) 80% of
distribution
Advertising Specialty Items.

Can a businessman use both push and

pull strategy?
Yes sure, but we have to make sure that our
push marketing is delivered in the same tone as
your pull marketing. In fact, the best marketers
blend push and pull to reach their customers
with the optimum messaging mix. Online
videos, blogs and articles are great pull
marketing techniques, but when coupled with
an email newsletter signup, we convert that pull
into a push when our customer grants us
permission to email them. On the other hand,
blatantly spamming customers with promotional
messages is an outright rude interpretation of
effective push marketing. An email newsletter is
one thing while spam is quite another.