Difference between Pull Promotional Strategy and Push Promotional Strategy - Assignment Example

Difference between pull promotional strategy and push promotional strategy Explain the difference between a “pull” promotional strategy and a “push” promotional strategy. Find two ads to showcase “pull” promotional strategy and find two ads to show “push” promotional strategy. For each ad, discuss if the ad has been effective for the product. Explain and justify your answers using Marketing theories. (25 marks) Marketing normally falls into two categories: the pull and the push marketing. These strategies are a must to marketers since it forms the basis through which they sell their products: good and services (Kopp and Greyser 2009). The marketing theories are of complete help to individuals and companies that wish to sell their products fast. Most manufacturers never sell their products directly to final users; rather, they engage a series of intermediaries in between who perform certain marketing tasks (Daily News 2011). When managing its intermediaries, a company needs to know the level of efforts to devote towards push and pull promotional strategy (Mondaq Business Briefing 2011). This research thus aims at establishing the difference that exists between the pull promotional strategies and the push promotional strategy. The push promotional strategy Another meaning of this strategy can be established in communications between sellers and buyers. The nature of communication can be interactive or non-interactive depending on the medium used (Mooney & Nita 2008). If the medium used is television, then the communication is non interactive since the customers will not be able to interact directly with the manufacturers. On the other hand using mediums such as telephone conversations, the internet and other social Medias provides options for direct interactions between these two parties. Therefore, the essence of this strategy is just to push the information to the customers and create demand (Seddon 2010). The push promotional strategy aims at developing promotional strategies that are geared towards marketing channels to entice these people in promoting your products (Daily News 2011). In most cases, consumers cannot directly comprehend this since it is deviated to the distributers who will walk all the way to promoting it to users over other different products in the market. It may include elements like bonuses, wholesale discounts and kickbacks among others, which will attract retailers towards selling your products (Siegel 2009). Over the years and with the current technological increase, push marketing is taking another shape; the referral and the word of mouth marketing. In this instance, companies encourage their happy buyers to extend the information about their products and services to family and friends. In return, they get points that will allow them redeem something better or buy at cheaper cost. Thus, the push marketing strategy uses manufacturer’s sales force and sales promotion money among other things to entice intermediaries in taking, promoting and selling their goods and services to the final users. Researchers have also proven that the push strategy is good to implement in places where; the products brand choices are made in stores, there is low brand loyalty, the product’s benefits are well understood as well as in cases where the product is an impulse item (Said 2011). One thing about this strategy is that is always working towards creating customer demands for the company’s products and services through the discounts given when promoting the items. In other cases, they use the direct approach to customers through point of sale displays and the direct selling to customers. Illustration on the advert named Brand New Louis Vuitton Capucines Bag clearly depicts an illustration of the push strategy. In the advert, the company relates their bags to well known celebrities in the world, in this Case Angelina Jolie. The aim of using the celebrity name is to show distributors and customers how valuable the bags are. Distributors will then hastily make purchase of these and through the influence created by the advert sell the bags. Consequently, they stress on the brand popularizing it as one that is preferred by the celebrity and offers an eclectic sense of taste. In addition, there are price tags on the bags; this shows affordability level despite the greatness in quality. The customers can thus make comparison of the same and depending on their quality and tastes make a selection. This advert satisfies most elements that pertain to push advertising strategies. It is thus effective and capable of drawing customer attention as well as the distributors’ resulting into good sales (Daily News 2011). In another illustration on the ad named “push ads” there is an example of a point of sale advert (Pradhan 2010). This is attractive and is meant to draw both the consumers and the distributors. When consumers see the 30% off on all the children dresses and clothing, they get easily attracted to buying them. Another element that has been used significantly is the free shipping. This makes the deal even more lucrative since the customers will make purchases and not incur the cost of having them reach their homes. This is even more advantageous if the items are sold online since they will be delivered to their doors. Distributors also stand on the side of benefiting since they can purchase them at wholesale price with the 30% off discount and sell them at a price that will favor them and bring profit. This advert despite being brief is considered effective and can easily attract a bunch of customers and traders (Pride & Ferrell 2008). Pull advertising strategy Pull advertising strategy is where manufacturers use promotions and advertising alongside other communication forms to convince consumers that the products are satisfactory hence making them demand it from the intermediaries. In the end, the intermediaries place an order for the same and availing them to the buyers (Mooradian et al 2008). This strategy ensures that the adverts and promotions put in place all aim at enticing your business prospects to buy your items and services (Liao 2009). Most of these come in the form of “half off!” or “bring the coupon and save 30%” or “buy one and get another free.” This system is meant to create demand vacuum where customers make request and then the company delivers it instantly (Hunt & Vitell 2008). In most cases, the pull marketing works to create a sense of time limit and increased value to woe customers into rushing to the stores and purchasing the products. The pull strategy is normally appropriate in cases where brand loyalty is high and there is high involvement in the same category (Gifford 2008). It is also appropriate where consumers are capable of developing clear perceptions between different brands of products and also they choose these brands before heading to the stores (Beard 2008). Some of the most common types pull advertisements are the children toys normally on the televisions. When children view these adverts, they start pressing on their parents to buy the same for them. The marketing strategy is intended to make customers look for the company and buy the products themselves (The Washington Post 2009). In other cases, the companies that implement this strategy do not have readily available inventories thus rely on customer request. One of the most vivid illustrations of this strategy is from the advert Toys R Us. The advert is aimed at children who love toys. Some of the characteristics of the ad include mentioning the fact that they have been in business for over 60 years and they have all the toys for kids and children. Similarly, they give their customers a variety of shopping privileges, which include free shipping, in store pick up and also allow free return to any of their stores. There is also the introduction of black Friday where the customers enjoy between 50 – 60% off the price only for that particular day. Furthermore, they offer options of online shopping and free shipping. Ads of this nature can make kids yearn for such goods and therefore compel their parents into buying them. A constant exposure of the kids to this advert through television or other social Medias can lead to high sales (Srinivasan & Rolph 2009). Anderson. It is therefore effective in pull marketing and easily capable of yielding the required results. The ad named Sensodyne is another proper illustration of the pull strategy. The advert begins by explaining how teeth are vulnerable to occasional twinges but then, provides an instant solution to the same. They lay emphasis on how the new Sensodyne toothpaste can repair even the most sensitive teeth. Consequently, they bring in the idea of it being the number one desist recommended toothpaste. It acts to relieve toothpaste as well as long time protection to all its users. A combination of these words and elements described herein can compel customers to go and look for these products from the stores. This advert is thus competitive and can turn many heads, causing them to use this product for a long time. Sensodyne also has a high brand loyalty and many people around the globe are currently using this toothpaste in preference to the others. This makes it qualify as a pull strategy illustration that can be effective in product promotion and marketing. The pull and push strategies can be applied successfully in many businesses for an effective advertising campaign. Other companies apply both the strategies, but most of such are big companies, which operate a long chain of activities (Low & Mohr 2011). The main difference that exists between these two strategies is that one seeks to pull the customers towards the company while the other simply pushes products to customers and letting them make decisions regarding purchase. Works Cited Kopp, Robert J., and Stephen A. Greyser. "Packaged Goods Marketing — “Pull” Companies Look To Improved “Push”." Journal of Consumer Marketing 4, no. 2 (2009): 13-22. Low, George S., and Jakki J. Mohr. "Advertising Vs Sales Promotion: A Brand Management Perspective." Journal of Product & Brand Management 9, no. 6 (2011): 389-414. Srinivasan , Srini S., and Rolph E. Anderson . 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