Transcript Push/Pull/Profile Strategies

Push/Pull/Profile Strategies
Marketing Communications
Push & pull strategies (I)
• A push strategy promotes a product or
service to retailers and wholesalers in
order to force the product or service down
the distribution channel.
• A pull strategy involves communicating with
the final customer to attract them to the
retailer or distributor to purchase the
product
Push & pull strategies (II)
Manufacturer or service provider
Distributor
Retailer
Customer
P
P
U
U
S
L
H
L
By personal selling, discounts &
deals
Distributor
Retailer
Customer
By mass advertising & sales promotion
Push & pull strategies (III)
• In international markets the nature of the
market structure that already exists may
determine the degree to which push & pull
strategies are used
• This is likely to mean adopting different
strategies for different markets - some
are highly fragmented while others are
concentrated.
Profile strategy
• The communications used to satisfy
an organisation’s corporate
promotional goals are developed
through what is referred to as a
profile strategy.
Profile (II)
• This third component of communication
strategy concerns the needs of all
stakeholders including members of the
support network. The awareness,
perception and attitudes held by
stakeholders towards an organisation need
to be understood, shaped and acted upon.
This can be accomplished through continual
dialogue, which will lead to the development
of trust and commitment and enable
relationships to grow. This is necessary in
order that stakeholders act favourably
towards an organisation and enable
strategies to flourish and objectives to be
achieved.
Implementation
• Objectives - decided
• Push/pull strategy - decided
What next?
• The message to be communicated
• The target audience
• The media which will carry the message
• Measurement of the success of the chosen
communication
Choice of communications
mix
Will depend on…
• The market & industry sector
• Consumer, institutional or B2B market
• Customer segment to be targeted
• Country & culture, the communication
infrastructure and preferred coms
• Resources available
Marcoms tools
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•
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•
•
•
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•
Personal selling & word of mouth
Exhibitions & trade fairs
Trade missions
Advertising - TV & press
Agencies & consultancies
Sales promotions
Direct marketing
Sponsorship
PR