Marketing techniques: Push and pull promotional strategy

The last factor that affects the promotional mix is whether to use a push or a pull promotional strategy:
*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  

Supply management system

Management is an organizational process including strategic planning, goals determination, resources management, organizational of human resources, technical, and financial sources which are necessary for the achievement of goals and for the measurement of result.

Supply management is often seen as a comprehensive management concept. It describes all tasks related to the identification, acquisition, access, positioning and management of resources the organization needs or potentially needs in the attainment of its strategic objectives.

It is the dynamic vision of the practices performed by a strategic purchasing function generating maximum value for the company. It is a strategic approach to planning for and acquiring the organization’s current and future needs through effectively managing the supply base, utilizing a process orientation in conjunction with cross-functional teams to achieve the organization mission.

Supply management requires pursuing strategic responsibilities, which are those activities that have a major impact on the long-term performance of the organization.
Supply management system