Promotional strategies emphasizing the push approach initiated by the

manufacturer but requiring channel member support and follow-through can take
many forms. When we say push promotional strategy, it is a marketing strategy
that sees companies take its product to its consumer. Manufacturer develops
mutual effort & co-operation in the development & implementation of promotional
strategies by working directly with members to develop strong & viable
promotional support. Yung goal nya ay ma-direct sa mga mamimili yung
produktong hinihikayat nila sa pamamagitan ng trade shows at point of sale
displays. For example, pag ooffer ng subsidies (incentives) sa mga smartphones
para maencourage yung shop sa magbenta ng iba’t ibang units.

Cooperative Administration – it says that for manufacturer the effectiveness of

cooperative advertising as a promotional strategy is nakadepende sa level ng ng
suporta na na inooffer ng mga channel members.
Specifically, the channel members must:
a. Have sufficient inventory of the advertised product
b. Offer adequate point-of-purchase display
c. Provide personal selling support if required
but in getting this kind of support requires careful administration of cooperative
program by the manufacturer.

EXAMPLES: Television ads, radio ads, printed ads, direct mail campaigns etc.

Promotional Allowances – yung allowance dito na sinasabe is to encourage the

retailers to buy more of the manufacturer’s product. Para mabigyan yung product
nila ng prominent space, para mafeature yung products nila sa special floor or end-
of-aisle displays, or to engage in other similar promotional activity.
But, such measurements are taken after the fact. Kung meron pang ibang gustong
pakulo yung manufacturer para makuha or magawa nila yon the most positive step
dapat mamake sure nila na yung promotional allowance program is consistent with
channel member needs.
EXAMPLE: Coke-a-Cola provides Walmart with a promotional allowance for
placing Coke products on special display at the front of the store.

Slotting Fees – dito one-time payment hindi katuad sa promotional allowances

nakung kalian lang nila gusto magpapromote ng product dun lang sila magbibigay
ng payment. Katulad nga ng sabe ko one-time payment for the reatilers to acquire
shelf space for product placement for the whole year.
Kase nga diba libo-loibo yung binabagsak nila na product.
So for the channel manager create more win-win rather than win-lose situations,
kailangan nila makipag tulungan sa mga retailers para makakita ng perfect spot
para sa produkto nila na kung saan maraming makakakita at makakapansin agad
nito.

Display and Selling Aids – though kahit na medyo mahirap para sa mga
manufacturer na makagamit ng mga material dito sa display and selling aids like
racks, shelves, paltforms, signs, etc., pinipilit pa din nil kase once na malagay dito
yung product nila it is really effective. The reason is that channel members are
flooded with such promositonal material, minsan umaabot sila sa point na hindi na
nila nadidisplay yung mga promotional kaya minsan tinatapon nalang or masaklap
pa hindi talaga sya naopen.

In-store promotions – regardless the form or the in-store promotion, nakakakuha

pa din yung retailer ng benefits sa mga increased sales, profits or recognition for
the store.

EXAMPLE: Buy 1 Get 1 Free, Offer a temporary discount on popular services,

create customer’s giveaway and etc.
Contests and Incentives – its key term is PUSH MONEY which offering
monetary reward directly to channel member salespeople for pushing certain
products. When we say incentives, this is a specific strategy to persuade people to
do what you want them to do by giving them something, in exchange of achieving
an object. This is an effective tool para tumaas yung sales ng company nyo.
When creating a contest and incentive program, the manufacturer should go out of
its way to find out what channel members think about these kinds of promotions.

Special Promotional Deals & Merchandising Campaigns – the fact na ito ay

widespread use o kadalasang ginagamit ng mga manufacturers, it doesn’t mean na
they are happy with it.
These kinds of trade deals can:
a. Erode consumer brand loyalty (o masira yung loyalty nila)
b. Foster deal-to-deal purchasing by channel members (pagpapaunlad using
channel member)
c. Fail to provide pass-through savings for consumers (hindi effective)
d. Encourage the diverting of merchandise to other retailers and wholesalers
(paghihikayat ng paglilipat ng mga merchandise sa ibang retailer or wholesalers.)

We have here Training programs, quota specification, Missionary selling and trade
shows.
So una is yung Training Programs.

Purpose ng training programs is to improve the performance ng mga channel

member’s salespeople because it can be the most effective strategies for building
channel members promotional cooperation. Sa training program u can see the
demonstration, how they do the task and how they finished the task that can help
you to enhance the skill that you know in order to perform the task properly.
In training program, we have 2 kinds of level training programs.
First one is yung Wholesale level training program.
Training programs at whole sale level should aimed at helping the wholesaler
salespeople in three major areas:
Helping the wholesalers’ knowledge about the manufacturers product, you need to
know these kasi if may question yung pagbebentahan is masasagot mo yung mga
questions nila regarding dun sa product na binebenta mo.
Second is selling techniques, the said program should help the salespeople
regarding to this one, in order to get a higher sales.
And last is counseling with the customers that they call on, or you have great
communication with a customer itself.
Next is Retail Level Training program.
Actually medyo parehas lang siya sa wholesales. Differences lang nila is
wholesales naka focus siya on how they talk with their customer that they call on.
Dito sa Retail, is more on product siya. On the spot mo ibebenta and of course
dapat alam mo yung mga important information dun sa binebenta mo.
Dito sa Training Programs, is meron tayong Pros and Cons.
Sa pros is (read sa slide)
Since kausap mo mismo yung manufacturer’s ng product mo ,they can assist the
retailer’s and wholesalers na kung pwede babaan pa ng konti yung cost na nagastos
to do this type of promotion.

Next one is yung cons ng training program,

By the word of itself, training. Pag sinabi kasing training need ng time para gawin
ito or lagi magkakaroon , kaya yung ibang company usually kinukuha nila is yung
may experience na.
Next naman is yung Quota Specification.
In order to this type of kinder and gentler push promotion, is meron tayo dito
na tinatawag na sales quotas. Sales Quotas is ito yung specific number of sales
volume na dapat magawa in a certain period of time or may exact date.
When we say, Quota specification, yung mga manufacturers is nagseset ng quotas
because there’s a belief na kapag binigyan mo sila ng quota is mag effort sila to
achieve that quota and in return , pwede silang bigyan ng rewards or incentives for
reaching or exceeding the quotas.

Pwede kang makalamang lamang sa ibang dealer.

Effective sa pag papaunlad ng channel member promotional support

Once na pinilit mo yung gusto mong quota, kahit hindi naman kaya this may lead
sa kabaligtaran ng gusto mong mangyari.
Pwedeng baliwalain ng mga channel members yung sinasbe ng manufacturers
kapag hindi naman ganoon kaimportante yung

ANSWER:
1. EXAMPLE OF SLIDE 20
RAFFLE. Once na nagparaffle ang isang manufacturing company dapat
pangmalakasan yung prizes nila, like for example, motor, appliences,
grocery, etc. For example and nagparaffle is Grocery store, automatic yon na
may applicable amount lang na pwede like 2k, once na makaabot ka ng 2k
worth of groceries bibigyan ka nila ng papel kung saan ilalagay mo yung
details mo. Ganon tapos pag nabunot ka tatawagan ka or immessage ka na
nanalo ka. Ganon. Kaya hindi din sila ganon kasaya sa gsantong uri ng
promotion dahil kahit papano e gumagasto pa din sila pang prizes. Gets?

2. Why contests and incentives are considered as one of the basic push
promotional strategies?
Because they directly offering a monetary reward sa mga channel member
salespeople para mapush yung product na gusto nilang iaalok sa mga
mamimili.

3. EXAMPLE NO. 17
POP kase is kind of display. Effective tool sya para mahikayat yung mga
consumer to the specific product. One of the reason kung baket sya effective
 dahil yung mga retailers nilalagay sya sa katabing product na gusto nilang
ipromote which gives those item more visibility.

4.
Hello! I'm Christine Joy D. Brusas, 3rd Year-BSBA Major in Marketing
Management at Arellano University Andres Bonifacio Campus. I am hoping for
your cooperation by answering our survey questionnaires for us to finish our
Marketing Research. Your honest answer will be very helpful for us to conduct this
study. I am hoping for your cooperation. Thank you!!!