WEEK 0 the product may be a new one and, therefore,

PUSH MARKETING not yet established as a profitable item for

retailers to stock.
#push promotional strategy  Again because the product may be new, it may

#firm attempts to take its products to consumers – to be difficult to accurately forecast demand.
“push” them onto consumer  Initial marketing efforts are likely to be expensive,
and because they are more focused on securing a
#product exposure one-time purchase than on building customer
GOALS relationships and loyalty, the results may be
short-lived.
1. use various active marketing techniques to push
their products to be seen by consumers,
sometimes right at the point of purchase.
2. to reduce to as small as possible the amount of
time that elapses between the customer seeing a
product and making a purchase decision to buy
the product.

Examples of Using a Push Marketing

Strategy

 Direct selling to customers – e.g., a car

salesman who meets customers in the
company’s auto showrooms
 Point of Sale displays (POS)
 Trade show promotion
 Packaging designs to encourage a purchase

Advantages

 Push marketing is useful for manufacturers

that are trying to establish a sales channel and
are seeking distributors to help with product
promotion.
 It creates product exposure, product demand,
and consumer awareness about a product.
 Demand can be more forecastable and
predictable, as the producer is able to produce
and push as much or as little product to
consumers.
 Economies of scale can be realized if the
product is able to be produced at scale due to
high demand.

Disadvantages

 It requires an active sales team that is able to

work/network actively with retailers and
distributors.
 Poor negotiating power with retailers and
distributors; the producers are the ones
asking retailers to stock their products, and