pull vs push strategy

IMMORTALS Summit May 2016

Pull Vs push Strategies

Game of creativity


What if I told you that you are marketer not a seller person ??

How you can validate it as a right fact ??


Marketing Is the channel that you present your

product for the needed segment or target audiences

And the only factor to change the marketing approach to sales approach is

the negotiation procedures


How you can relate this now to your Current

operations ??


70% from the customers who bought product through marketing channels

are more trusted in the seller and more able to take more risks


WHY??


Because they are attracted “Pulled” to the product through the value proposition

showcasing


So if I am still doing marketing nowadays what does it called ??


Enforce “Push” Marketing


Push Strategy It’s the marketing strategy which includes negotiation about the product factors in many touch points And the marketer is who approaching the customer

A push promotional strategy involves taking the product directly to the customer via

whatever means, ensuring the customer is aware of your

brand at the point of purchase."Taking the product to the

customer"

Examples of push tactics•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


Two common approaches to push marketing are sales and trade promotions

both rely on strong sales forces to motivate buying from their direct trade customers. These salespeople go out to the buyers and try to persuade them of the value to the end customer, and therefore the value to them in buying the solution. Trade promotions are incentives, such as discounts or trade allowances that entice distributors or retailers to carry the products because they get greater profit margin by getting the products at a lower price.

General relevance

Product creation

Assign segments

Establish Approach

Pushing negotiation

Increase benefits

End Customer

reach


Depending on skill if the product not 100% fulfilling

the customer needs

The relation development only depend on the adding benefits


Pull Strategy It’s the marketing strategy which includes value propositions of the product to general segment with directed message for the product

The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in. Common sales tactics used for pull marketing include mass media promotions, word-of-mouth referrals and advertised sales promotions. From a business perspective, pull marketing attempts to create brand loyalty and keep customers coming back, whereas push marketing is more concerned with short-term sales.

Examples of pull tactics•Advertising and mass media promotion•Word of mouth referrals•Customer relationship management•Sales promotions and discounts


You can often recognize pull marketing campaigns by the amount of advertising that's being used

Market needs

Product creation

Promo planning

Establish Approach

Follow up management

Develop products

End Customer

reach

'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves


Main Fact A successful strategy will usually have elements of both the push and

pull promotional methods. If you are creating new approach and intend to sell a product through retailers, you'll almost certainly need to

persuade outlets to purchase and stock your product. You'll also need to raise brand awareness and start building valuable word of mouth referrals. If you have designed a product around the customer and have considered all elements of the marketing mix, both of these

aspects should be achievable.


Working time 2 groups

Create a strategy for presenting product includes both push & Pull strategies

(Criteria of promotion creation/follow ups procedures timeline/Negotiation limits/Channels of promotion/Content of the promotion)

30 minutes

Giannis/Styliana/Katerina

Alex/Ntina/Maria

pull vs push strategy

Education