Promotion of goods on the market: two effective strategies


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 the product on the market can be roughly called, as the strategy "push" and the strategy of "pull".

The push strategy

Promotion of goods on 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 the sale of products. It should be noted that in this case, the advertising created by manufacturers will be directed primarily at retailers and wholesalers. To attract their attention, a special offer is being developed, for example, discounts for the purchase of a large batch of goods. The result of such a strategy should be the building of beneficial relationships, through which the goods through the chain, as it were, will be "pushed" to the market. The beginning of such a chain will be the manufacturer itself, wholesalers and retailers will act as connecting links, but the end link will be the consumer. It is worth noting that such a promotion of the goods on the market is quite expensive. The fact is that a lot will have to work with dealers and agents, and to attract them, you need to spend money on industrial advertising.

An example of a "push" strategy may be the salegoods with home delivery, demonstration of goods at exhibitions, increase discounts and the organization of special courses for resellers. To ensure that such a strategy is not a failure, you need to carefully work out such nuances as the training of personnel involved in promotion, as well as the selection of the optimal scheme of discounts provided. 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 a long-term cooperation.

Strategy "pull"

Promotion of goods on the market impliesholding an active advertising and promo-company with the involvement of various media. In a word, you need to make sure that as many people as possible can hear about the product. After seeing a bright advertisement on TV or reading about good discounts in the newspaper, the consumer should go and buy the goods. As you can see, in this case the connecting links of the strategy will be the same as for the push strategy, only they will be located in the reverse order, namely: first the retailer will place the order to the wholesaler and the wholesaler will ask the producer for the goods. An example of such a strategy can be any television advertising.

Promotion of goods on the market through advertising ontoday is considered the most effective. The more times a person watches one ad, the more likely that he will want to buy this particular product. True, modern society is so used to commercials that it does not always pay attention to their content. To make it happen, advertising should attract not only a bright picture, but also an easy, fast remembered login, beautiful sound design.

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