Marketing South Africa

Push and pull strategies work together to keep consumers coming back for more

The retail sector is under increasing pressure as consumers have shrinking disposable income in a strained economy. Maintaining share of wallet is critical. Relying solely on a push route to market strategy from manufacturers into retailers is not enough to get consumers buying products. A pull strategy needs to coexist with the push to drive brand consumption. Integrating these strategies requires intelligent and insightful decision-making. This, in turn, requires data generated through smart technology which provides line of sight across the value chain from manufacturer to distribution, retailer to the consumer. 

Integrating marketing into the value chain Traditional route to market brand strategy focuses on driving stock into the retailer. It is then up to the retailer to ensure a sales drive to the consumer. This push strategy is a difficult sell in the current market however, and manufacturers are left fighting for their share... 

READ MORE