Push-Pull Marketing

Part 1 - Push-Pull Marketing

Push and pull strategies for marketing are both different channels of distribution to the end consumer. "...[A] manufacturer has to make an important decision about whether to use a push strategy, pull strategy, or both in its channel of distribution" (Kerin, Hartley, & Rudelius, 2013, p. 326). A push strategy relies on the sales personnel for marketing. They push the product to retailers, incentivize them to buy and stock their shelves, and make displays. Sometimes they provide promotional discounts and incentives to retailers and consumers. A business will use the push strategy to make sure the product quickly gets on the store shelves and in front of the consumer. A good example of push marketing is local grocery store, Krogers. Their push strategy is creating end caps to showcase products that they want the consumer to buy. This allows them to showcase items that they want increase sales. They also create consumer incentives buy having specials on loyalty card items.

The pull strategy is different. With a pull strategy, the business will create a consumer awareness of this product. The consumers will then seek out businesses to purchase this product. Apple's iPhones are an example of pull marketing. Apple will announce that they will be releasing the next iPhone and will tell the consumer, through advertising about all of the fancy new features the new phone will have. Consumers then line up at businesses that will carry the phone, to be the first to buy the new product. Apple's strategy is to create a consumer want for this product, which them encourages the retailer to order large amounts of this item. The retailer will not want to miss out on this sales opportunity.

Part 2 - Product Advertising

"...[P]roduct advertisements take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder" (Kerin, Hartley, & Rudelius, 2013, p. 340). Pioneering helps the consumer understand what the product is and what they can do with the product. Competitive advertising "promotes a ... brand's features and benefits" (Kerin, Hartley, & Rudelius, 2013, p. 340). Reminder advertising refreshes a consumer's memory of the product so that they will want to return and purchase the product again.

The advertisement I choose is one for the Hyundai Santa Fe sports utility vehicle. This advertisement shows a family of six. Mom, Dad, their four children, which includes a baby, and their dog all decked out in renaissance costumes, including the dog. The family appears to be attending a renaissance festival. The caption says, "Give them a strong play ethic" (Hyundai Advertisement, 2013, p. 7). This is an example of competitive or persuasive advertisement. They are telling the consumer that you will have more fun and better play time with their vehicle. They are also insinuating that this vehicle will seat a family of six comfortably with room to spare for the dog. This would be an example of pioneering or informational advertising. They are informing the consumer that this vehicle is big enough for large families.

This advertising is bright and fun. It makes me feel that cars do not only take us to the drudgery of work, but also are a tool for having fun. The advertisement is effective because it now only shows owners having fun, but it includes the family. Your vehicle will take you and your family to fun places and gives you good family times together.

Part 3 - Sales Promotions

"Sales promotion has become a key element of the promotional mix, which now accounts for more than $71.9 billion in annual expenditures" (Kerin, Hartley, & Rudelius, 2013, p. 353). There are many types of sales promotions