Friday, November 20, 2009

Promotion Mix Strategies:

There are two types of promotion mix strategies which are given below:
  • Push strategy: A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members to induce them to carry the product and to promote it to final consumers. Some industrial goods companies use only push strategies i.e Kraft uses a large sales force and trade promotions to push its products through the channels.
  • Pull strategy: A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product. If the pull strategy is effective, consumers will then demand the product from channel members, who will in turn demand from producers. Some direct-marketing companies use only pull strategies i.e Kraft uses mass-media advertising and consumer promotions to pull its products.