Push Vs. Pull Marketing Strategies
Firms that want to promote their products can market them either by "pushing" them on consumers, or by creating a "pull" demand on retailers. Both strategies can be effective and profitable, but they are distinct and function in very different ways. Marketing managers should carefully consider both push and pull strategies to determine which is best suited to their products.
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Push Strategy
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A push marketing strategy begins with research and development. A firm will develop a new and innovative product without considering the specific demands of the market. Because customers are not demanding the product. it is "pushed" upon them by the firm. The firm pushes the product by working with distributors and retailers to make the product available, even though customers have not specifically demanded it.
Example of a Push Strategy
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Push strategies are commonly used in the mobile phone industry. Mobile phone manufactures typically develop a new product and push it on customers by working with telecom companies who act as distributors for the phones. Instead of promoting the product directly to customers, many will promote their new offering to the distributors. The telecom companies will, in turn, promote the cell phone to their customers by offering it as part of a phone plan.
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Pull Strategy
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A pull marketing strategy begins with the needs of consumers. A firm using a pull strategy will first perform research to understand what consumers are looking for in a new product. The firm will then research and develop a product to fit the needs of consumers. Finally, the firm will market its product directly to consumers through advertisements. By advertising a product that meets consumer demands directly to consumers it creates a "pull" demand as consumers ask retailers to supply the product.
Example of a Pull Strategy
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Pull marketing strategies are commonly used in the food industry. A company that manufactures frozen microwaveable dinners, for example, might research consumers' preferences and discover that they are interested in low-fat, vegetarian meals. They could then develop a low-fat, vegetarian meal and market it directly to consumers through television and print advertisements. If the strategy is successful, then consumers will begin demanding that their local grocers stock the new, low-fat, vegetarian meal.
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