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Push or Pull strategy for labeled curling brush at Wal-Mart


*Several months ago, I purchased a curling brush at Wal-Mart. When I got it home, I found that the labeling had a statement to the effect that the product was specially made for Wal-Mart, and that if I had bought it anywhere else, I should report it to Wal-Mart (or something along those lines).

If Wal-Mart is limiting its product selection to only those items produced specifically for its stores, would this approach be a push method or a pull method of promotion? What effect might this have on overall sales?

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Let me quickly go over push and pull strategies.

A pull strategy is targeted directly to consumers. The strategy is based on mass advertising and promotions through TV ads, radio commercials, print ads... The goal of pull strategy is to "pull" the consumer towards the retailer, and have them ask for the specific product.

A push strategy is more internal in nature, and is when the company's sales reps work behind the scenes to promote the product to manufacturers and wholesalers. They are "pushing" them to stock the product.

In this case, it is a push strategy. The manufacturer of the brush has worked to push the product to Wal-Mart. Why would a company want that? Well for one, Wal-Mart is notorious for its ...

Solution Summary

The push or pull strategy for labeled curling brush at Wal-Mart is analyzed.