Push Strategy

Posted in Marketing and Strategy Terms, Total Reads: 2586

Definition: Push Strategy

A “push” promotional strategy makes use of company’s sales force and trade promotion activities to create consumer demand for a product.

Different Types of push tactics are:-

  • Trade show promotions to encourage retailer demand
  • Direct selling to customers in showrooms or face to face
  • Packaging design to encourage purchase

Example: - McDonalds uses push strategy to sell its products. Even retail stores like Big Bazaar make use of Push strategy by offering sales promotions like buy 1 get 1 or buy 3 get X% discounts.

A push policy is a marketing strategy to make sure that your product is available in the market. It makes sure that you reach to the customer & customer is aware of your brand at point of sale. This strategy is targeted to the channel members such as wholesalers, distributors & retailers to push your product into the market. Trade promotions are widely used as a part of Push strategy by the manufacturers.

It is different from the pull strategy in which the consumer demands your product & a pull is created by the consumer which forces the retailers to stock the product.

Push policy does well in case of lower priced items such as FMCGs , for which the consumer decides standing at the shelf sometimes & hence by making your product available at the shelf you can force the customer to put your product into their baskets. New firms often use this strategy to achieve higher exposure through retail chains. Once consumers are aware of your brand you can have a mix of push & pull policy.



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