Marketers use two basic sales promotion strategies: Push strategies

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Pull strategies

 

Most sales promotion programs include both push and pull strategies, using both consumer and trade promotions.

 

•     Push Strategy calls for using the       sales force and trade promotion.

•     Pull Strategy     calls for spending on advertising and sales promotion to build consumer demand.

 

•     Push strategy is appropriate with low brand awareness in a category and brand choice is made in store. Can be an impulse purchase and product benefits are understood.

•     Pull strategy works best with high brand awareness and loyalty, or high involvement in category and customers look for product differences.

 

 

 

 

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