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Difference between push and pull strategy

enero 25, 2020

The promotional strategy that is applied to obtain the product on the reference market is the Push and Pull strategy. During the Push strategy, the idea of ​​pushing the company's products on customers making them aware at the time of purchase. Pull the strategy, is based on the concept, "to bring customers to you". The two types of strategies differ in the way consumers are approached.

The term derives from logistics and supply chain management, however, their use in marketing is not inferior. The movement of a product or information is the essence of the push and pull strategy. This article excerpt can help you understand the difference between push and pull strategy.

Comparative chart

Basis for comparison Push strategy Pull strategy
SenseThe push strategy is a strategy that involves directing marketing efforts to channel partners.The pull strategy is a strategy that involves promoting marketing efforts for the end consumer.
What is it?A strategy in which the third party stocks the company's product.A strategy in which customers request the company's product from sellers.
ObjectiveTo make customers aware of the product or brand.Encourage the customer to look for the product or brand.
usesSales force, commercial promotion, money etc.Advertising, promotion and other forms of communication.
Emphasis onResource allocationof answers
adequacyWhen loyalty to the low brand.When loyalty to the high brand.
Delivery timeLongShort

Definition of push strategy

The strategy in which marketing channels are used to push the product or service to the sales channel called a push strategy. Explain the movement of products and services and information through intermediaries to the final consumer. In this strategy, the company brings its products to customers, who are not aware of it, nor are looking for them, but the product is presented to them, through various promotional activities.

The strategy uses the promotion of the fair, the display of the point of sale, direct sales, advertising on radio, television, e-mail etc. To have an impact on consumers and reduce the time between product discovery and purchase.

Definition of Pull Strategy

The business strategy that aims to generate interest or demand for a particular target audience product or service, in a way in which they request the product or service from channel partners, called a pull strategy. In this strategy, consumer demands are intensified by targeting marketing strategies on them, which translates into "pulling" products. The pull strategy uses methods such as social networking, blogs, word of mouth, strategic positioning of a product, media coverage and so on, to reach a large audience.

In more precise terms, all the methods used to create consumer demand for the product are called Pull strategy. one of these strategies, in which customers actively seek the products of a particular brand, thanks to its good will, quality, reliability and reputation.

Key differences between push and pull strategy

The differences between push and pull strategy are provided in the following points:

  1. The type of marketing strategy that implies the direction of marketing efforts towards intermediaries called a push strategy. On the other hand, the marketing strategy that involves promoting marketing efforts for the end user is called a pull strategy.
  2. In the pull strategy, the communication of products or information requested by the buyer, while in the push strategy no communication of this type is required.
  3. The push strategy aims to sensitize customers about the product or brand. On the contrary, the pull strategy encourages the customer to look for the product or the brand.
  4. The push strategy uses sales force, commercial promotion, money, etc. To induce channel partners, promote and distribute the product to the end customer. On the contrary, the pull strategy uses advertising, promotion and any other form of communication to instigate the customer to request the product from the channel partners.
  5. The push strategy focuses on the allocation of resources while the pull strategy concerns the reactivity.
  6. There is a long lead time in the push strategy. However, just the opposite in the case of the shooting strategy.
  7. The push strategy is best suited when there is low brand loyalty in a category. Unlike the pull strategy, appropriate for products with high brand loyalty, where consumers are well known about the differences between the various brands and opt for a particular brand before going shopping.

Conclusion

The best multinationals like Coca-cola, Intel, Nike and many others use both push and pull strategies effectively. When the push strategy is implemented with a well designed and executed pull strategy, the result is phenomenal, as it generates consumer demand.

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