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411 Push Pull Profi

This document discusses push, pull, and profile marketing communication strategies. A push strategy promotes products to retailers to move them down the supply chain, while a pull strategy communicates directly to customers to attract them to retailers. The nature of international markets may determine the use of push vs. pull strategies. A profile strategy concerns developing communications to satisfy corporate goals and meet the needs of all stakeholders to build trust and commitment. Effective implementation of communication strategies requires defining objectives, target audiences, appropriate media channels, and performance measurement.

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138 views

411 Push Pull Profi

This document discusses push, pull, and profile marketing communication strategies. A push strategy promotes products to retailers to move them down the supply chain, while a pull strategy communicates directly to customers to attract them to retailers. The nature of international markets may determine the use of push vs. pull strategies. A profile strategy concerns developing communications to satisfy corporate goals and meet the needs of all stakeholders to build trust and commitment. Effective implementation of communication strategies requires defining objectives, target audiences, appropriate media channels, and performance measurement.

Uploaded by

Inna Fursa
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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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

P P
Distributor Distributor
U U
Retailer S L Retailer

H L
Customer Customer
By personal selling, discounts & By mass advertising & sales promotion
deals
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

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