Based on a set of factors mentioned below (not comprehensive) the managers decide to go for a PUSH or a PULL strategy. In practice, generally both PUSH and PULL strategies are used in combination to achieve the objective. 1. Product category 2. Consumer Behaviour in the category and the interaction 3. Competition Promotions and Marketing Spends 4. Marketing spend 5. Effectiveness of the different options in that category 6. and more Pull: 1. Value Promotions 2. Volume Promotions 3. Banded Packs giving some other category free 4. Banded Packs giving a LUP of the same category free 5. BTL promos … Continue reading Push vs. Pull and how promotions may take your market share down?