Push-pull strategy
The two business terms push and pull come from the field of logistics (see also the pull principle in lean management ) and supply chain management , but can also be found widely in various sub-areas of marketing . In the field of marketing, this is understood to mean two opposing strategies for selling goods on a market . Under certain conditions, both strategies can be combined with one another. An optimal push-pull mix depends on the product type , customer experience , the length of the distribution channel, and the availability of media.
marketing
Push strategy
A push strategy is used when a good is unknown to the consumer and the benefits that this good creates must be signaled. An example of this would be a new perfume . The consumer does not know in advance which perfume he prefers, but can only make a decision if he has information such as odor samples in advance. Companies try to reduce information asymmetries through signaling , i.e. advertising and other measures in sales promotion (e.g. use of sales displays ). With push strategies, the consumer has a latent need , which can be converted into a conscious need or need ( demand with purchasing power ) through marketing measures - for example aggressive pricing policy or personal selling . Another example of a push strategy in the field of advertising is direct mail. The consumer receives information or services ( purchase on trial ) from the company without an open need first. New products in an existing market as well as goods that require special explanation (e.g. capital goods) are also introduced using push strategies. Even with long sales channels, push strategies are used if there is a lack of brand awareness by addressing consumers in the form of sales promotions via retailers.
Pull strategy
With the pull strategy, the company tries through screening to strategically align its supply to consumer demand. The pull strategy is aimed at the consumer who is supposed to buy a product. The manufacturer builds an image and level of awareness and exerts pressure on the retailer through the consumer by asking about the product. The trade is then forced to carry this product in its range if there is a corresponding demand. Marketing measures that are intended to bring the trade to sell the goods are only used subordinately or not at all. A pull strategy is also used in this context when the products are advertised via mass media (so-called media advance sales) and are therefore actively requested by customers in retail. Usually only larger companies can afford to operate according to the pull strategy by investing significant amounts in branding and thus creating consumer demand for their products; this then acts like a suction on the product in the sales system.
See also
Individual evidence
- ↑ Peter Godefroid, Waldemar Pförtsch, Business-to-Business-Marketing , 4th ed. Ludwigshafen 2008, p. 424 ff.