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Push and Pull Marketing - Essay Example

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Push and Pull Marketing

Since consumers’ attention is the main aim of communication mediums, communication strategy can be either pull strategy or push strategy. Both approaches are distinct from each other and every organization has to ensure that it plans and executes that strategy which will work for its offering (Hegel III & Brown, 2008). The main difference between push and pull marketing is that pull marketing induces end consumers to create demand, while in push marketing, marketers entice trade buyers to purchase and carry out the products that allows them to reap profit potential benefits (Steglin, 2012). Push Marketing Strategy In push strategy, the primary aim of marketers is to design marketing strategy in a way that will push products onto the consumers. It basically means offering attractive incentives to employees and sales representatives for pushing the product on specific points or places where there are more chances of customers buying products impulsively. In other words, in business to business marketing, it means using marketing mediums to get attention of businesses to buy the supplier’s materials and products and sell it to end consumer. The main forms of communication mediums used are price inducements, promotions, trade shows, trade promotions, sponsorships and many more that will get the attention of retailers, wholesalers and other businesses to purchase the company’s products or services (Segal, 2012). For instance, push marketing strategy is commonly found among energy drinks companies as they try to get the attention of end consumers by organizing various events such as trade shows and promotional incentives. British Petroleum uses push strategy by attracting its customers who are the processors of their products that supply refined products to the end consumers. The company offers various perks, price breaks and discount offers so that it can get the attention of its business consumers. Unilever uses push strategy for its distributors, wholesalers and retailers so that it can get good placement for its products in their stores. Pull Marketing Strategy In pull marketing strategy, marketers try to inspire consumers to demand the company’s products or services. In this technique, a lot of money is spent as the tools used to grab customers’ attention are very expensive. The marketers need to incorporate strategies that will help in creating relations with target market and getting them engaged with their offerings. Some of the commonly used marketing mediums for pull strategy are word of mouth, sponsorships, product placement and advertisement in newspapers, on radio and Television (Segal, 2012). For instance, Apple uses pull strategy to attract its target market; it relies heavily on placement of products, Public Relations efforts and advertisements that are innovative and attractive which will help in creating more demand for its products. The company’s advertisements about its computers end with quotes like “available at specific places” or “Buy now”. Almost all the advertisements of the company has message that pulls consumers towards it as information about product with complete details are provided. Red Bull also focuses on pull strategy as it sponsors various events round the year such as Formula 1, soap box derby and concerts. With all these communication med ...Show more

Summary

Push and Pull Marketing NAME: AFFILIATION: UNIVERSITY: Question: Why Push marketing communications is more important than Pull in Business to business marketing? Answer: In marketing world, communication of an organization with its end consumers is mandatory and it needs to be well-integrated with its product or service offering so that consumers can develop an association between them…
Author : breitenbergshan
Push and Pull Marketing essay example
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