*Push promotion – marketing team push the product-service mix through the service delivery system or channels of distribution. This strategy concentrates on middleman or retailers who push the sale of the product to the final consumers.
*Pull promotion – aiming at stimulating consumer’s interest and having them pull the product through the channels of distribution. It persuades buyers to go to the sellers to buy. Sales promotion, particularly customer promotion, is an important form of pull strategy, which asks the sellers or retailers to attract the buyer.
In push promotional efforts focus in members of the supply chain, such as wholesalers and retailers, to motivate them to spend extra time and effort on selling the product.
The wholesaler, in turn must often push the merchandiser forward by persuading the retailer to handle the goods.
The retailer then uses advertising, displays and other forms of promotion to convince the consumer to buy the ‘pushed’ products. This concept also applies to services.
Marketing techniques: Push and pull promotional strategy
