Final Project: Marketing Mix - Promotion

With promoting a product, sometimes you just need a little push and pull... literally. The push and pull strategies are ways to promote your product in order to gain customers and, ultimately, form relationships with them. In the push strategy, "the producer promotes the product to channel members who in turn promote it to final consumers" (Marketing: An Introduction, Armstrong/Kotler, pg. 384). The resellers use all kinds of promotions, including "personal selling, advertising, and sales promotion" (Marketing: An Introduction, Armstrong/Kotler, pg. 385) to push your product into consumers' hands.

The pull strategy, however, requires spending lots of money in advertising "and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel" (Marketing: An Introduction, Armstrong/Kotler, pg. 385). This might be considered creating a product/brand identity that consumers trust and that makes them want to buy the product.

Ergo will utilize both of these principles. To begin with, we will use the push strategy to help introduce our vodka. We'll create commercials for television and start a website that details more information about the product. Then, once people try (and love) Ergo, we will create a Facebook page (or perhaps someone will take it upon themselves to do so) so everyone can stay up to date on what's new at Ergo. They can post photos of themselves with the drink, tell us what they love most about it, etc.