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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 • • • • • • • • • Personal selling & word of mouth Exhibitions & trade fairs Trade missions Advertising - TV & press Agencies & consultancies Sales promotions Direct marketing Sponsorship PR
