Promotion Strategies
INTRODUCTION
Promotion has been defined as the co-ordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.(Ray,1982)
Promotion is an important part of any marketing strategy. You can have the best product or service out there, but unless you promote it successfully, no one will know about it. There are three basic types of promotional strategies a push strategy, a pull strategy or a combination of the two. Push strategies are applicable primarily to manufacturers. Distributing their products through retail channels, manufacturers must work with these channels to promote products. Pull strategies, are applicable because they focus on the consumer. Many effective strategies combine both. In the case of Mr. Nielsen 's company I would suggest that he applies both the pull and push strategies to ensure success of his detergents in the market.
PUSH STRATEGY
The goal of the strategy is to push the product through the channels of distribution by aggresively selling and promoting the items to the resellers, or trade. Promotion to the trade includes all the elements of the promotional mix. Company sales representatives should call on resellers to explain the product, discuss the firm 's plans for building demand among ultimate customers, and describe special programs being offered to the trade, such as introductory discounts, promotional allowances and co-operative ad programs. The company may use trade advertising to interest wholesalers and retailers and motivate them to purchase its products for resale to their customers. Trade advertising usually appears in publications that serve the particular industry. Displays are an often underrated, but highly effective push strategy if deployed correctly. Manufacturers can support retailers ' sales of their products by providing attractively designed displays, often in conjunction with another sales promotion, such as a premium tied to a
Promotion has been defined as the co-ordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.(Ray,1982)
Promotion is an important part of any marketing strategy. You can have the best product or service out there, but unless you promote it successfully, no one will know about it. There are three basic types of promotional strategies a push strategy, a pull strategy or a combination of the two. Push strategies are applicable primarily to manufacturers. Distributing their products through retail channels, manufacturers must work with these channels to promote products. Pull strategies, are applicable because they focus on the consumer. Many effective strategies combine both. In the case of Mr. Nielsen 's company I would suggest that he applies both the pull and push strategies to ensure success of his detergents in the market.
PUSH STRATEGY
The goal of the strategy is to push the product through the channels of distribution by aggresively selling and promoting the items to the resellers, or trade. Promotion to the trade includes all the elements of the promotional mix. Company sales representatives should call on resellers to explain the product, discuss the firm 's plans for building demand among ultimate customers, and describe special programs being offered to the trade, such as introductory discounts, promotional allowances and co-operative ad programs. The company may use trade advertising to interest wholesalers and retailers and motivate them to purchase its products for resale to their customers. Trade advertising usually appears in publications that serve the particular industry. Displays are an often underrated, but highly effective push strategy if deployed correctly. Manufacturers can support retailers ' sales of their products by providing attractively designed displays, often in conjunction with another sales promotion, such as a premium tied to a
References: Belch,E.G. &Belch,A.M. Advertising and Promotion.An Intergrated Marketing Communications Perspective. Promotional strategy (2003). Procter & Gamble: Annual Report. Retrieved May 19, 2008 from http://www.scribd.com/doc/281854/Procter-Gamble-2003-Annual-Report Ray,L.M. (1982). Advertising and Communication Management Englewood Cliffs, NJ:Prentice Hall.