Each manufacturer knows that it’s not enough to open a business, establish production and start selling their goods. Whatever products, from his point of view, are justified and necessary for buyers, you need to try to make sure that the goods begin to buy. Each step of production has its own nuances and difficulties, and the promotion of goods on the market is far from the easiest. Today, the market is littered with a wide variety of products, and each company wants its product to be bought. Then there is no way to do without developing a product promotion strategy . And it is worth noting that the beginning of such a strategy does not come from the moment when the product appeared on sale, but even when it was just beginning to be created.
The ways to promote a product on the market can be conditionally called a “push” strategy and a “pull” strategy.
Push strategy
Promotion of goods on the market in this way implies the so-called imposition of goods on the future buyer. This usually happens through advertising and various events that will stimulate the marketing of products. It should be noted that in this case, the advertising created by manufacturers will be aimed primarily at retailers and wholesalers. To attract their attention, special offers are being developed , for example, discounts on the purchase of a large batch of goods. The result of such a strategy should be the construction of profitable relationships, thanks to which the goods along the chain will begin to be “pushed” to the market. The manufacturer himself will start this chain, wholesalers and retailers will act as the connecting links, but the consumer will become the final link. It is worth noting that such a product promotion on the market is quite costly. The fact is that you will have to work a lot with dealers and agents, and in order to attract them, you need to spend money on industrial advertising.
An example of a push strategy is selling goods for home delivery, displaying goods at exhibitions, increasing discounts, and organizing special courses for resellers. In order for such a strategy not to be a failure, you need to thoroughly work out such nuances as training the personnel involved in the promotion, as well as selecting the optimal scheme of discounts. The staff should know everything about the product they sell and be friendly with customers. Do not immediately make big discounts, because their action is aimed at maintaining long-term cooperation.
Pull strategy
Product promotion on the market implies an active advertising and promotion company with the involvement of various media. In a word, you need to make sure that as many people as possible hear about the product. Having seen a bright advertisement on TV or reading about good discounts in a newspaper, a consumer should go and buy a product. As you can see, in this case, the connecting links of the strategy will be the same as with the “push” strategy, only they will be located in the reverse order, namely: first, the retailer will place an order to the wholesaler and the wholesaler will ask the manufacturer for the goods. An example of such a strategy can be any television advertisement.
Promotion of goods on the market through advertising today is considered the most effective. The more times a person sees one ad, the more likely it is that he will want to purchase this particular product. True, modern society is so used to commercials that it does not always pay attention to their content. For this to happen, advertising should attract not only with a bright picture, but also with an easy, quickly remembered login, beautiful sound design.