BERMAN10.PPT 34KB Jun 05 2011 09:30:17 PM

MARKETING CHANNELS
Promotion Strategy
Berman Chapter 10
Version 3.0
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A. Special factors
B. Strategies
C. Push Strategies
D. Pull Strategies

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Promotional Strategy
A. Special Factors
• Channel members

– Manufacturers
– Promotional Agencies
• Advertising
• Public Relations

– Wholesalers
– Retailers
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• Elements
– Lead generation
– Cooperative Advertising
– Demonstrations

• Considerations
– Primary demand
– Selective demand
– indirect promotional effort

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B. Strategies
• Push
– through the channel

• vs Pull
– through the consumer

• allocation to each strategy

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C. Push Strategies
Member Information Sources
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Manufacturer Reps
Trade Pub Advertising
Catalogs
Trade Shows
Direct mail
Newsletters

New lines
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59%
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45
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25
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16
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16
•

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Existing lines
67%
30
34
10
15
6
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Push Strategy
• 1. Advertising
– dealer listings, promotions

• 2. Personal Selling
– Sales Reps Roles
• Teacher
Reviewer
Working partner

• Ambassador Ombudsman Motivator

• 3. Sales Training Programs
• stage one - basic training
• stage two - joint sales calls
• stage three - dealer sufficiency
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4. Sales Promotion
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Street money
Pay-for-performance programs
push money - spiffs, Pm’s
distributor recognition programs

• Publicity

• Improving push promotions

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D. Pull Strategies
• 1.Advertising
– account specific advertising
– cooperative advertising
• national vs local
• third party documentation agencies

• 2.Personal Selling

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3. Sales Promotion
“Types”
• couponing consumer
direct
• couponing retailer ads

• couponing - instore
• Premium offers
• sweepstakes
• pre-priced products

• cents-off promotions
• sampling new
products
• money back offers/
cash refunds
• sampling established
products
• contests
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• Sales Promotion
– details
• coupons
• rebates
• trade shows

– visitors
– diversified
– multi industry exhibitions
– multi industry

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Pull Oriented Strategies
4. Miscellaneous Sales Promotions
• premiums
– self-liquidating
– fulfillment houses
– frequent user clubs

• contests, sweepstakes
• point of purchase displays
• instore materials
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Pull Oriented Strategies (cont)

• Publicity
• Improving public relations
– common image integration
– professional organization structures
• internal coop advertising coordinator
• newspaper industry organizer

– integrated marketing
• database marketing

– alternative promotional media
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Pull Oriented Strategies (cont)
• 5. Legal Aspects
– promotional allowances
• Robinson Patman

– reimbursement for promotional expenses

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