“Product life cycle and pull or push strategies”

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It is quite important for brand managers to analyze and identify the stage of a particular brand in its life cycle before deciding about using sales promotion.  During the stage of product introductions, a product requires different sales promotional tactics.

Likewise, during the product growth stage, its maturity and the decline stages, the sales promotion tactics required are likely to be quite different.  Promotional strategies are also likely to be affected for different non-durable and durable products.  Also important in the development of promotional strategy would be the target audience is towards whom the sales promotional messages would be directed.

 

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