From manufacturer to consumer, a product moves through a distribution channel. There are two major strategic decisions a manufacturer makes concerning how to promote moving products through the channel. Both push and pull strategies need to be considered as part of an IMC plan for promotions.
Choose a product, or use your course product, and consider both a push strategy and a pull strategy. Answer the following in a 500-word paper.
- Describe the distribution channel for your chosen product.
- For a push strategy, which sales promotion tactic might you want to use? Why?
- For a pull strategy, which sales promotion tactic might you want to use? Why?
- Would you consider using both tactics? Explain possible problems of using only one tactic, and explain possible problems of using both tactics.