Push_and_Pull_Strategies

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Slide 1:

1 Mahakal Institute of Management Push & Pull Strategies Presented by: Tarun Rochwani Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

Push and Pull Strategies Push strategy A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product. The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e.g. selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools. 2 Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

3 Push and Pull Strategies Push Strategies: "Taking the product to the customer." Producer Wholesaler Retailer Customer Flow of promotion: Mainly personal selling to channel members . Flow of demand Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

4 Push and Pull Strategies Examples of push strategy: 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. Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

5 Push and Pull Strategies Pull Strategies A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers. Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

6 Push and Pull Strategies Pull Strategies: “Getting the customer to come to you.“ Producer Wholesaler Retailer Customer Flow of promotion: Mainly advertising directed to channel customers . Flow of demand Tarun Rochwani MIM, Ujjain

Push and Pull Strategies:

7 Push and Pull Strategies Examples of pull strategy : Advertising and mass media promotion. Word of mouth referrals. Customer relationship management. Sales promotions and discounts. Tarun Rochwani MIM, Ujjain

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8 CONCLUSION Tarun Rochwani MIM, Ujjain

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9 THANK YOU Tarun Rochwani MIM, Ujjain