Every manufacturer knows that it is not enough to open one's ownbusiness, to adjust manufacture and to start to sell the goods. Whichever product, from its point of view, was not justified and necessary to the customers, one must try to make sure that the goods are bought. Each step of production has its own nuances and difficulties, that's the promotion of the goods on the market - it's far from the easiest. Today, the market is filled with a wide variety of products, and after all, every company wants to buy its product. Then there is no way to do without developing a strategy for promoting the goods. And it should be noted that the beginning of such a strategy does not take from the moment when the product appeared on sale, but even when it was just beginning to be created.
Ways to promote a product to the market can be called, conventionally, the “push” strategy and the “pull” strategy.
Push strategy
Promotion of goods to the market in this wayimplies the so-called imposition of the goods to the future buyer. Usually this happens through advertising and various events that will stimulate product sales. It should be noted that in this case, advertising created by manufacturers will be directed primarily to retailers and wholesalers. To attract their attention, special offers are being developed, for example, discounts for the purchase of a large consignment of goods. The outcome of such a strategy should be the construction of profitable relations, due to which the goods along the chain begin to “push” into the market. The beginning of such a chain will be the manufacturer itself, the wholesalers and retailers will be the connecting links, while the consumer will be the final link. It is worth noting that the promotion of goods on the market is quite expensive. The fact is that you will have to work a lot with dealers and agents, and in order to attract them, you need to invest in industrial advertising.
An example of a push strategy is selling.home delivery, product demonstration at trade shows, increasing discounts and organizing special courses for resellers. In order for such a strategy not to fail, you need to thoroughly work out such nuances as the training of personnel involved in promotion, as well as the selection of the optimal scheme of discounts provided. 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.
Strategy "pull"
Promotion of goods on the market impliescarrying out an active advertising and promotional company with the involvement of various media. In short, you need to make sure that as many people as possible hear about the product. Having seen a bright advertisement on TV or having read about quite good discounts in the newspaper, the consumer should go and buy goods. As you can see, in this case, the connecting links of the strategy will be the same as in the “push” strategy, except that they will be placed in reverse order, namely: first the retailer will order the wholesaler and the wholesaler will apply to the manufacturer for the goods. An example of such a strategy can be any television advertising.
Promotion of goods on the market with advertising onToday is considered the most effective. The more times a person looks at one advertisement, the greater the chance that he will want to purchase this particular product. True, modern society has become so accustomed to commercials that it does not always pay attention to their content. In order for this to happen, advertising must attract not only a bright picture, but also a light, quickly memorable login, beautiful sound design.
