24. A pull strategy stimulates consumer demand
to obtain product distribution by focusing its
promotional efforts on end consumers or
option leaders. Ciroc uses heavy advertising;
billboards, print ads, internet ads and
television ads; product placement,
celebrity DJ endorsements and gimmicks
like "the Official VODKA of New Years Eve"
and "the Official VODKA of Thursday Night" ,
'Friday Night' and 'Saturday Night.' All of
which create serious consumer demand; 4
million cases sold in 4 years.
25. The push approach is when
manufacturers may use aggressive
personal selling and trade advertising to
convince a wholesaler or retailer to
carry and sell their merchandise. Ciroc
and most other premium liquor brand
marketers hire salesmen to go to
important wholesalers and retailers like
a bar or nightclub to educate them
about the brand, how the liquor is made
and why they are better than others.