OPINION
79
ADÉLE MARITZ
end-user, although your direct
This is a more costly
customer base are retailers. The strategy, but is supply and
two main marketing strategy demand in its purest form –
options available to you would be if the demand is great enough
either a push or a pull strategy. the supply channels will almost
1 PUSH STRATEGY: This is where
your main aim is targeting the
look after themselves.
Regardless of the route you
retailers to ensure your product follow it is imperative to have
is available on their shelves. a good understanding of who
This can be done through the end-user of your product is.
tradeshows, rebate structures, What are their needs, what other
sales representatives and product options are available to
pricing. Other elements such as them and why would they prefer
Point-of-Sale material that will yours? If you are unsure of the
entice customers at the point answers to these questions,
of purchase also aids as part of you might find that you are
this strategy.New businesses still producing only black cars,
often adopt a push strategy for in case somebody wants one,
its products in order to generate in today’s consumer driven
exposure and a retail channel. world. Darmesh Shah gives
Once a product brand has been excellent advice when he says:
established a pull strategy can “When you’re trying to make
be integrated. an important decision, and
2 PULL STRATEGY: This is when
you’re sort of divided on the
you entice the end-user to issue, ask yourself, ‘If the
actively seek out your product, customer were here, what
thus creating a demand that would she say?’”
the retailer needs to meet. This
If the marketing plan for
can be done through targeting the year is a line and within
consumers through mass media, the budget to allow for product
sales promotions and discounts, brochures and customer golf
word of mouth referrals and days it’s probably time to
other communication channels think about where the road
targeted at the end-user. that you are on is leading.
DIY & INDUSTRIAL TRADE NEWS APRIL 2017