What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing). Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.
An organization uses the “push strategy as a sales promotion to convince intermediary channel members to “push” the product through distribution to the final consumer. A pull strategy aims sales promotions to the final consumer to “pull” the product through the channel of distribution” (Ogden & Ogden, 2014, p. 6.3). The third sales promotional strategy uses the push and pull strategy together. The push strategy can involve trade promotions where manufacturers attempt to bargain with retail companies to advertise their product. It can also be used to attract a customer base, which Tropical Smoothie does when they send everybody coupons in the mail which allows them to get bargains on their shakes and food items.
The pull marketing plan is used for companies who have already established a relationship with customers, which could have been established through huge sale promotions. The one thing about pushing products and services to customers for a free trial or discount, they might not remain loyal after the promotions have expired. Organizations can then use the pull strategy to retain the customers by offering them reward points for their purchases which will lead to free items. Trade selling is most effect with the push due to collaboration with retailors, retail benefits from the push and pull plan because it attracts and retain customers. E marketing benefits from the push plan because they constantly push their products in web browsers face with popup ads and promotions.
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. Retrieved from https://content.ashford.edu/books/AUOMM615.14.1/sections/sec10.5?search=integration#w125876 (Links to an external site.)
The three sales promotion strategies are the push, pull, and combo of the two methods. The push strategy includes the process of sale promotions pushing the product to the proper channel to the final consumer. In essence, they take the products to the customer. The pull strategy causes the sales promotions to pull the product to the consumer through the proper distribution channel. In other words, the customer comes to the retailer/manufacturer. The combination is the use of both of these tactics (Ogden & Ogden, 2014). All three of these strategies are used to generate sales just with a different approach.
Product for Push strategy: The value menu or “Dollar menu” offered by fast food chains.
Product for Pull strategy: Chik-Fila recently re-opened in my neighborhood and I received a coupon card for free items for the next three months.
Product for Combo: Fragrances lines whereas the manufacturer will offer incentives for sales. The reseller then sends out coupons/texts with discount percentages off of those products.
Strategies for different types of selling:
Trade selling: Push tactic, as it pushes the product to the customer via trade shows, showrooms, or point of sale displays. There is a sufficient supply to send to retailers.
Retail selling: Combination tactic as the manufacturer and the retailer use both to push new products. Advertisements pull the consumers while the manufacturers push their products to the consumer.
Telemarketing selling: I would say the use of both, but I believe the “pull” strategy is the best. It allows the company to create incentives to get the customer into the store and it takes unwanted pressure off the customer.
E-marketing: Combination tactic with the use of the website to pull the customers to see what they company is about. Social media really aids here as it creates awareness about the product and gets other talking about it.
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version]. Retrieved from https://content.ashford.edu/
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