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C090 Promotion Mix Strategies

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Running head: PROMOTION MIX STRATEGIES 1
Promotion Mix Strategies
Institution Affiliation
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PROMOTION MIX STRATEGIES 2
Push and pull promotion strategy is used by many businesses in their adventure. Push
strategy is whereby the company promote their products by taking the product to their customers
while pull promotion is done by creating a loyal clientele and drawing them to the products. The
two promotion strategies are normally used to get the product to the intended market.
In push strategy, the company normally takes the products to the customers so that they
can be able to see it. This is done by displaying the products, for example, in showrooms or even
engaging other retailers who in return get a commission from any sale that they make. In Pull
strategy, the company tries to get the customers to come to them. The pull strategy is normally
concerned with the long-term goals of the company they normally intend to have loyal customers
who keep coming back for their product. This is achieved by carrying out mass media
advertisement, having sales promotions and even through word of mouth (Craven and Piercy,
2006).
One example of a company that uses both strategies is Nike, Nike runs advertisements on
mass media and it also uses athletic teams to do its marketing because is it easier for them to
convince the customers if the advert is coming from sports lovers other than having someone
who hates sports make the advertisement. It has also created a brand name for itself that makes
them have loyal customers who keep coming back. Nike also has displays which allow people to
have access to their products. Coca-cola is another company that using both the pull and push
techniques. By pull it makes advertisements for example on television and also on billboards,
and also gives a discount for its products. Through push strategy Coca-cola does direct selling,
they involve retailers that help in pushing their stock. It has also created a brand known that is
quite popular and people coming back for more (Webster, 2000).

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Running head: PROMOTION MIX STRATEGIES Promotion Mix Strategies Institution Affiliation Date 1 PROMOTION MIX STRATEGIES 2 Push and pull promotion strategy is used by many businesses in their adventure. Push strategy is whereby the company promote their products by taking the product to their customers while pull promotion is done by creating a loyal clientele and drawing them to the products. The two promotion strategies are normally used to get the product to the intended market. In push strategy, the company normally takes the products to the customers so that they can be able to see it. This is done by displaying the products, for example, in showrooms or even engaging other retailers who in return get a commission from any sale that they make. In Pull strategy, the company tries to get the customers to come to them. The pull strategy is normally concerned with the long-term goals of the company they normally intend to have loyal customers who keep coming back for their product. This is achieved by carrying out mass media advertisement, having sales promotions and even through word of mouth (Craven and Piercy, 2006). One example of a company that uses both strategies is Ni ...
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