Push strategies generally appropriate for product categories where there is low brand loyalty and many acceptable substitutes are available in the market. It may also be suitable for relatively new products or when the brand choice is often made in response to displays in the stores, the product purchase is unplanned or on impulse and the consumer is familiar and has reasonably adequate knowledge about the product. Manufacturers, who cannot afford to engage in sustained mass advertising, often use push strategy and offer effective incentives to dealers.
Retailer promotion: Buy Cadbury’s products worth Rs.3000/- and get any 30 chocolates worth Rs.5 each free.
Through this offer the company is pushing its product to the retailers and now that the retailer has enough incentive the retailer stocks more and thus it becomes essential for the retailer to push the product to the consumers.
19 Comments