PROMOTIONAL STRATEGIES


By
Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 


Promotional Strategies

Organisations needs to promote their product or services in order to establish a foothold, increase market share and compete, the choice of promotion depends upon various factors internal as well as external. A brief look at various promotional strategies would enable us to understand the concept and benefits of each of these.

Promotional Strategies can be classified broadly into two ways:

    1. Pull Strategy

    2. Push Strategy

Pull Strategy:

When the promotional activities are aimed at pulling the demand for the product or service from the consumers by influencing them through advertising or other medium it's called as a Pull strategy. The ultimate aim is to create a demand for the offering in the marketplace.

The customer or consumer is motivated or influenced in such a manner that he or she approaches the retailer to inquire about the availability of the product or service, the retailer in turn is then compelled to approach the wholesaler and finally the wholesaler approaches the company.

Examples: Mostly FMCG goods like Shampoo, Confectioneries or Cosmetics.

Push Strategy:

Exactly opposite of the pull strategy is the push strategy, wherein the sales takes place by influencing the retailer or the dealer to push the product on its shelf and recommend the same to the final consumer. This strategy works well when the company's product has low visibility or the product buying decision is based highly on the recommendation of the retailer.

Example: Computers, Automobiles, Medicines etc.

Although these two strategies are extremely opposite to each other the usage of both the strategies simultaneously for all kind of product in the market place is a common practice.

The choice of strategy may differ with respect to the promotional budget, nature of channel members and nature of product or service offered. Also some companies apply both the strategies at the same time aggressively to promote a new product, which needs penetration in the market.
 


Prof. Shravan Rungta
B.Com, MMS, PGDEM, NET
Faculty - Advertising
N L Dalmia Institute of Management Studies and Research
Mumbai
9820572046
E-mail : facultyshravan@yahoo.co.in
 

Source : E-mail June 18, 2004

 

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