Explain the differences between push and pull strategies with examples

Question

What will be an ideal response?

Answer 1

ANSWER: Manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise. This approach is known as a push strategy. The wholesaler, in turn, must often push the merchandise forward by persuading the retailer to handle the goods. The retailer then uses advertising, displays, and other forms of promotion to convince the consumer to buy the "pushed" products. Walmart uses aggressive discounts to push products out of its stores. The retailer drastically reduced prices to push fresh meat, produce, and other healthy options to consumers in low-income areas. The move proved a win-win strategy; fresh foods generated seventy percent of Walmart's sales growth in recent years, and since 2011, customers have saved more than $2.3 billion on fresh fruits and vegetables by shopping at Walmart. This concept also applies to services.At the other extreme is a pull strategy, which stimulates consumer demand to obtain product distribution. Rather than trying to sell to the wholesaler, the manufacturer using a pull strategy focuses its promotional efforts on end consumers or opinion leaders. Social media and content marketing are the most recent example of pull strategy. The idea is that social media content does not interrupt a consumer's experience with media. Instead, the content invites customers to experience it on social media or a Web site. Teva's Unfollow campaign is a good example of enticing consumers to the content.