Pull Strategies are primarily defensive tactics desinged to secure
the cooperation of retailers,gain self space and protect the product
against competitors.
Sales promotion aimed at members of the distribution channel
are one of the principal tactics marketers use to push products to
the distribution pipeline and gain shelf-space.
Pull Strategy
Pull Strategies on the other hand are offensive tactics designed to
attract customers and increase demand for the product.
Consumer advertising and consumer sales promotion are
examples of pull strategies, because they are designed to induce
consumers to seek out or ask for the product.
Slotting or Display Allowances
In response to the introduction of many products, some retalilers
charge manufacturers slotting allowances for the previledge of obt-
aining shelf or floor space for a new product.
This are mostly applicable to FMCG products where retailer
shopkeepers display the products in their shops.