pull vs push strategy
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IMMORTALS Summit May 2016
Pull Vs push Strategies
Game of creativity
IMMORTALS Summit May 2016
What if I told you that you are marketer not a seller person ??
How you can validate it as a right fact ??
IMMORTALS Summit May 2016
Marketing Is the channel that you present your
product for the needed segment or target audiences
And the only factor to change the marketing approach to sales approach is
the negotiation procedures
IMMORTALS Summit May 2016
How you can relate this now to your Current
operations ??
IMMORTALS Summit May 2016
70% from the customers who bought product through marketing channels
are more trusted in the seller and more able to take more risks
IMMORTALS Summit May 2016
WHY??
IMMORTALS Summit May 2016
Because they are attracted “Pulled” to the product through the value proposition
showcasing
IMMORTALS Summit May 2016
So if I am still doing marketing nowadays what does it called ??
IMMORTALS Summit May 2016
Enforce “Push” Marketing
IMMORTALS Summit May 2016
Push Strategy It’s the marketing strategy which includes negotiation about the product factors in many touch points And the marketer is who approaching the customer
A push promotional strategy involves taking the product directly to the customer via
whatever means, ensuring the customer is aware of your
brand at the point of purchase."Taking the product to the
customer"
Examples of push tactics•Trade show promotions to encourage retailer demand•Direct selling to customers in showrooms or face to face•Negotiation with retailers to stock your product•Efficient supply chain allowing retailers an efficient supply•Packaging design to encourage purchase•Point of sale displays
IMMORTALS Summit May 2016
Two common approaches to push marketing are sales and trade promotions
both rely on strong sales forces to motivate buying from their direct trade customers. These salespeople go out to the buyers and try to persuade them of the value to the end customer, and therefore the value to them in buying the solution. Trade promotions are incentives, such as discounts or trade allowances that entice distributors or retailers to carry the products because they get greater profit margin by getting the products at a lower price.
General relevance
Product creation
Assign segments
Establish Approach
Pushing negotiation
Increase benefits
End Customer
reach
IMMORTALS Summit May 2016
Depending on skill if the product not 100% fulfilling
the customer needs
The relation development only depend on the adding benefits
IMMORTALS Summit May 2016
Pull Strategy It’s the marketing strategy which includes value propositions of the product to general segment with directed message for the product
The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in. Common sales tactics used for pull marketing include mass media promotions, word-of-mouth referrals and advertised sales promotions. From a business perspective, pull marketing attempts to create brand loyalty and keep customers coming back, whereas push marketing is more concerned with short-term sales.
Examples of pull tactics•Advertising and mass media promotion•Word of mouth referrals•Customer relationship management•Sales promotions and discounts
IMMORTALS Summit May 2016
You can often recognize pull marketing campaigns by the amount of advertising that's being used
Market needs
Product creation
Promo planning
Establish Approach
Follow up management
Develop products
End Customer
reach
'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand. A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. If customers want a product, the retailers will stock it - supply and demand in its purest form, and this is the basis of a pull strategy. Create the demand, and the supply channels will almost look after themselves
IMMORTALS Summit May 2016
Main Fact A successful strategy will usually have elements of both the push and
pull promotional methods. If you are creating new approach and intend to sell a product through retailers, you'll almost certainly need to
persuade outlets to purchase and stock your product. You'll also need to raise brand awareness and start building valuable word of mouth referrals. If you have designed a product around the customer and have considered all elements of the marketing mix, both of these
aspects should be achievable.
IMMORTALS Summit May 2016
Working time 2 groups
Create a strategy for presenting product includes both push & Pull strategies
(Criteria of promotion creation/follow ups procedures timeline/Negotiation limits/Channels of promotion/Content of the promotion)
30 minutes
Giannis/Styliana/Katerina
Alex/Ntina/Maria
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