Vanakam Makkalae

What is Push Marketing? 

   Push Marketing is the opposite of pull marketing. Push marketing is also called push promotional strategy where the business attempts to take its products to consumers- to “push” them on to consumers. 

    One of the main objectives of push marketing is to reduce as small as possible the amount of time that elapses between the customer seeing a product and making a purchase decision to buy the product. 

  Push Marketing is a strategy that is used mostly by start-ups and companies that introduce new products into the market. Since the focus is on taking the product to the consumer, it is particularly suited for products that the consumer is not yet aware of. This style of marketing can be used by large and small companies. 

     The main example is the Aadi sale by the garment industry in Tamil Nadu. 

   Although virtually every company seeks to establish and nurture relationships with its customers, push marketing is more concerned with gaining an immediate sale than with fostering relationships that create brand loyalty. 

          Building a loyal customer base falls under pull marketing. So, for a business to flourish, both push and pull marketing are required. 

Examples of using push marketing strategy. 

• Directly selling to customers.

• Point of Sales Displays

• Trade Show Exhibition

• Attractive packaging designs to encourage a purchase. 

Advantages of Push Marketing:

1. Push marketing is ideal for manufacturers who are trying to establish a sales channel and rely on distributors to help product promotion.

2. It creates product exposure and consumer awareness about the product.

Disadvantages:

1. It requires an active sales team that is constantly communicating with retailers and distributors.

2. It would be difficult to forecast demand.

3. Push marketing strategy is expensive.