Which group is targeted with a pull strategy for sales promotion?

Which group is targeted with a pull strategy for sales promotion?

• A. Wholesalers
• B. Consumers
• C. Retailers
• D. Manufacturers

Answer: (B)

Pull strategies aim to create demand at the end consumer level. By promoting directly to consumers, a company encourages them to request the product from retailers, which pulls the product through the distribution channel. This approach uses consumer-oriented promotions, advertising, coupons, samples, rebates, loyalty programs, and other incentives to spark demand. In contrast, push strategies focus on channel intermediaries—wholesalers and retailers—through trade promotions, discounts, slotting allowances, and retailer training to get them to stock and push the product to consumers. Because pull strategies target the end user, the group most effectively targeted is consumers.

Pull strategies aim to create demand at the end consumer level. By promoting directly to consumers, a company encourages them to request the product from retailers, which pulls the product through the distribution channel. This approach uses consumer-oriented promotions, advertising, coupons, samples, rebates, loyalty programs, and other incentives to spark demand.

In contrast, push strategies focus on channel intermediaries—wholesalers and retailers—through trade promotions, discounts, slotting allowances, and retailer training to get them to stock and push the product to consumers. Because pull strategies target the end user, the group most effectively targeted is consumers.