This document summarizes the key differences between push and pull marketing strategies. Push strategies involve directly approaching customers through tactics like sales promotions, negotiations with retailers, and point-of-sale displays to encourage purchasing. Pull strategies create demand by promoting products' value through advertising and building brand loyalty, aiming to have customers actively seek out the products. An effective approach usually combines elements of both push and pull to raise awareness, build demand from customers, and persuade retailers to stock the products. The document concludes by having participants work in groups to develop a hybrid push-pull strategy for presenting a new product.

1. IMMORTALS Summit
May 2016
Pull Vs push
Strategies
Game of creativity

2. IMMORTALS Summit
May 2016
What if I told you that you are
marketer not a seller person ??
How you can validate it as a
right fact ??

3. IMMORTALS Summit
May 2016
Marketing
Is the channel that you present your
product for the needed segment or target
audiences
And the only factor to change the
marketing approach to sales approach is
the negotiation procedures

4. IMMORTALS Summit
May 2016
How you can relate this now to
your Current operations ??

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May 2016
70% from the customers who
bought product through
marketing channels are more
trusted in the seller and more
able to take more risks

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May 2016
WHY??

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May 2016
Because they are
attracted “Pulled” to the
product through the value
proposition showcasing

8. IMMORTALS Summit
May 2016
So if I am still doing marketing
nowadays what does it called ??

9. IMMORTALS Summit
May 2016
Enforce “Push” Marketing

10. IMMORTALS Summit
May 2016
Push Strategy
It’s the marketing strategy which includes negotiation about the product
factors in many touch points
And the marketer is who approaching the customer
A push promotional strategy
involves taking the product directly
to the customer via whatever
means, ensuring the customer is
aware of your brand at the point of
purchase.
"Taking the product to the customer"
Examples of push tactics
•Trade show promotions to encourage retailer
demand
•Direct selling to customers in showrooms or face
to face
•Negotiation with retailers to stock your product
•Efficient supply chain allowing retailers an
efficient supply
•Packaging design to encourage purchase
•Point of sale displays

11. IMMORTALS Summit
May 2016
Two common approaches to push marketing are sales and trade
promotions
both rely on strong sales forces to
motivate buying from their direct
trade customers. These salespeople
go out to the buyers and try to
persuade them of the value to the
end customer, and therefore the
value to them in buying the solution.
Trade promotions are incentives,
such as discounts or trade
allowances that entice distributors or
retailers to carry the products
because they get greater profit
margin by getting the products at a
lower price.
General
relevance
Product
creation
Assign
segments
Establish
Approach
Pushing
negotiation
Increase
benefits
End
Customer
reach

12. IMMORTALS Summit
May 2016
Depending on skill if the product
not 100% fulfilling the customer
needs
The relation development only depend on the
adding benefits

13. IMMORTALS Summit
May 2016
Pull Strategy
It’s the marketing strategy which includes value propositions of the
product to general segment with directed message for the product
The goal of pull marketing is to get the
customers to come to you, hence the
term pull, where marketers are
attempting to pull customers in.
Common sales tactics used for pull
marketing include mass media
promotions, word-of-mouth referrals
and advertised sales promotions.
From a business perspective, pull
marketing attempts to create brand
loyalty and keep customers coming
back, whereas push marketing is more
concerned with short-term sales.
Examples of pull tactics
•Advertising and mass media
promotion
•Word of mouth referrals
•Customer relationship
management
•Sales promotions and discounts

14. IMMORTALS Summit
May 2016
You can often recognize pull marketing campaigns by the amount of
advertising that's being used
Market
needs
Product
creation
Promo
planning
Establish
Approach
Follow up
management
Develop
products
End
Customer
reach
'Pull strategy' refers to the customer
actively seeking out your product
and retailers placing orders for stock
due to direct consumer demand. A
pull strategy requires a highly visible
brand which can be developed
through mass media advertising or
similar tactics. If customers want a
product, the retailers will stock it -
supply and demand in its purest form,
and this is the basis of a pull strategy.
Create the demand, and the supply
channels will almost look after
themselves

15. IMMORTALS Summit
May 2016
Main Fact
A successful strategy will usually have elements of both the push and pull
promotional methods. If you are creating new approach and intend to sell a product
through retailers, you'll almost certainly need to persuade outlets to purchase and
stock your product. You'll also need to raise brand awareness and start building
valuable word of mouth referrals. If you have designed a product around the
customer and have considered all elements of the marketing mix, both of these
aspects should be achievable.

16. IMMORTALS Summit
May 2016
Working time
2 groups
Create a strategy for presenting product includes both push & Pull strategies
(Criteria of promotion creation/follow ups procedures timeline/Negotiation limits/Channels of
promotion/Content of the promotion)
30 minutes
Giannis/Styliana/Katerina
Alex/Ntina/Maria