The Controls section of the marketing plan serves as a guide for evaluating the overall plan. It also helps to ensure that the plan will be implemented and executed properly.To complete your Controls

Promotion Mix Strategies

Name: John Blair

Institution: Rasmussen College

Date: July 19, 2018

Promotion Mix Strategies

A company’s marketing activities can either take the push strategy, where the company aggressively markets its products to people or the pull strategy, where a company relies on customer loyalty and referrals as a way of attracting new customers (Robertson, 2018). Companies that use the push strategy to aggressively advertise their products to customers using different sales techniques such as advertising, showrooms and having their products stocked by retailers. Retailers who stock the company’s products receive an incentive from the company for making their products visible to consumers. Companies using this strategy may also maintain showrooms from where customers can inspect their good and even try them. Other push strategies include personal selling by salesmen employed by a company, who convince customers to buy a company’s products either through phone, e-mail or physically in their homes.

Companies that use the pull strategy, on the other hand, maintain minimal contact with consumers. The main promotional technique used instead is the customer loyalty that the company has been able to create among existing customers. Companies using this strategy rely on their high product quality that comprehensively meets the needs of consumers as a way of promoting their products. Customers who are satisfied with the product quality of the company refer their friends and relatives to the company. The only other promotional technique that the company may use is advertising and special sales offer to customers. In comparison to the push strategy, the pull strategy generally requires more advertising, as this is the only way the company can get through to the market. After advertising, the company then hopes to retain the first batch of customers who will make a purchase and then rely on referrals for new customers.

Nike for example successfully uses both the push and pull strategies to get through to customers. Using the pull strategy, the company consistently advertises both on its website and through other forms of media (Bailey, 2015). Several promotional offers are also offered to consumers in the course of the year. Nike also effectively uses the push strategies by stocking its products in popular retail shops, as well as celebrity endorsements. Sports celebrities who have signed with the company agree to wear the company’s products in public events, which popularizes the brand and makes it visible to consumers. Nike also has interactive mobile applications providing sports fans with sports updates as well as information about the company’s products. This is a push strategy that directly takes the products to the consumers.

Dunkin Donuts also successfully uses both the pull and push strategies to get through to consumers. Using the push strategy, the company directly contact consumers through e-mails that offer them coupons and flyers (Cook, 2014). The company also runs advertisements consistently on most forms of mass media. Customers who have visited the company’s websites and provided their contact information also continuously get alerts about promotional offers made by the company. The company also successfully uses the pull strategy to get through to consumers by relying on the quality of the products it provides as a way of attracting new customers. The company is traditionally known for its coffee and donuts, which keep getting referrals and drawing new customers to the company. The company’s social media page has also attracted a large following of potential customers who follow the company’s updates and end up buying what they find interesting.

Bailey, A. (2015). Nike: Just Pushing and Pulling. Retrieved from Adam Bailey: https://adambailey505.wordpress.com/2015/02/02/nike-just-pushing-and-pulling/

Cook, A. (2014). Dunkin’ Donuts: Push and Pull Marketing Strategies. Retrieved from Social Media Schorlar: http://socialmediascholar.com/dunkin-donuts-push-and-pull-marketing-strategies/

Robertson, T. (2018). Difference Between Push & Pull Marketing. Retrieved from Chron: http://smallbusiness.chron.com/difference-between-push-pull-marketing-31806.html