Push and Pull channel Promotion Mix Policies

Promotion is an essential marketing activity. Product Promotions consist of all those activities which aim at spreading product and service or brand information to the end-user. No matter how good a product or service is, only its successful promotion can help boost its market reach. There are primarily three types of promotion strategies: push channel promotion strategy primarily focuses on sales, whereas pull channel promotion strategy performs on a market-oriented approach, and combination of the both.

The term push indicates a voluntary action. This strategy is used in marketing promotion to create demand for the product or services by incurring. Push marketing is an aggressive form of promotion. It is preferred by those firms who would want to scale up their sales in a short period. It is primarily ensuring that the market is aware of their product and services and is motivated to buy. It is a paid promotion.

Combination of Both Strategies
Placing a product in the market is a dynamic activity. Marketers can not rely on one strategy for a long time. It becomes essential for them to trail and test the appropriate strategy to move their products and services in the market. The promotion strategy depends on its budget, the target audience base, competition, product acceptance in the market, etc. The ultimate goal of both push and pull channel promotion mix is to ensure the product is being preferred and is sustained in the competitive market.

Their sales largely influence business growth. Implementing a mixed strategy will only help them to sustain themselves in the market. Sales managers have to act by their product movement graph. Push strategy is quick and reliable when a firm plans to release a large volume of products into the market. However, a pull marketing strategy may take longer and significantly aids in receiving many small orders. A firm does not need to adapt and operate under the umbrella of one strategy. They may implement both pull and push strategies simultaneously to accomplish their goal.

Buyers are more demanding when it comes to exploring the product they are buying. With the help of digital media, their searching ability has only amplified. The firm must ensure that they have done their best to establish brand awareness to the prospective buyers. Push marketing helps firms scale up their brand exposure and set a competitive advantage or differentiation in the market. At the same time, a pull marketing strategy allows the product to move in the market naturally. Push marketing tries to occupy the larger digital media space, including television, radio, a client meets, etc. Pull marketing has a specific channel like SEO, Pay-per-click, social media marketing, etc. Hence, both strategies have their unique way of promoting a product in the market.

Push and Pull channel Promotion Mix Policies

Promotion is an essential marketing activity. Product Promotions consist of all those activities which aim at spreading product and service or brand information to the end-user. No matter how good a product or service is, only its successful promotion can help boost its market reach. There are primarily three types of promotion strategies: push channel promotion strategy primarily focuses on sales, whereas pull channel promotion strategy performs on a market-oriented approach, and combination of the both.

The term push indicates a voluntary action. This strategy is used in marketing promotion to create demand for the product or services by incurring. Push marketing is an aggressive form of promotion. It is preferred by those firms who would want to scale up their sales in a short period. It is primarily ensuring that the market is aware of their product and services and is motivated to buy. It is a paid promotion.

Pay-per-click is one of the most popular forms of push marketing strategy. It involves placing advertising on digital media platforms where the product’s advertisement is popped. Every time customer clicks on them, and a small amount is levied on the promoter. Some of the other activities of push promotion strategy are trade shows, highlighting on hoardings, attractive packaging, etc. Push marketing strategy is implied widely during the below scenarios :

For the new product launch

Launch of a new brand, business, or website

During occasions like festive seasons, holidays, or events.

To scale up the sales volume as and when they want

To clear the inventory

To clear the stock before the launch of an upgraded product in the market,

To enhance brand recognition, etc.

Pull Promotional Strategy
A pull promotional strategy is implied on the market through advertising. Establishing a target audience base and then conducting a marketing program accordingly. It encourages the product to move in the market naturally by creating high value. Creating demand in the market so that customers will find their way to buy products voluntarily. SEO – Search Engine Optimization, emphasizing creative social media content, social reviews, word of mouth are popular forms of pull marketing strategy. They are mostly on digital media platforms and at a nominal or no cost involved.

Pull marketing promotion strategy is practiced by firms to:

Promote business growth

Maintain competitive advantage.

Establish a loyal customer base.

To promote brand marketing.

To intensify digital media presence for their products.

To control cost and operate within the budget set for promotional activities.

To scale up their sales and revenue.

To understand consumer behavior.