Question

If the launch of yogurt SKUs in grocery stores involved an excellent communications program and customers indicated high intention to purchase yet there was very low customer response, is the brand more likely facing a push or pull marketing communication problem? Explain your answer.

Answer 1

This is the case of brand more likely facing Pull marketing communication problem.In pull marketing strategy Consumers ask retailers for product, retailers ask wholesalers for product and wholesalers ask producers for product. It is based on the idea that customers should be attracted or pulled towards the product. It requires high spending on advertising and consumer promotion to build up consumer demand for a product. Yogurt launch at retail store was done with the idea to pull the customers to that particular brand of yogurt.