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분야
ppt-Pull Strategy
-Push Vs. Pull
-DeMarco’s choice
“I just can’t get these guys to feature our new fresh pasta products the way they should,” remarked Alice DeMarco, a product manager for a major manufacturer that had ventured into the new growth field of fresh refrigerated foods.
Fresh pasta was to be one of the company’s key products in its effort to build the fresh food product category.
The “guys” DeMarco referred to were store managers for a regional supermarket chain. They were not using the manufacturer’s carefully planned display with special signs to feature the fresh pasta. Instead, they had simply stacked up the pasta in the refrigerator case next to the eggs and milk in most of the stores. This had been going on for more than five weeks, and the new fresh pasta line had not done well. DeMarco blamed the poor results on lack of retailer promotional support.
Discuss this situation in terms of the need to obtain channel member support and follow-through in push promotions.
