the push strategy, and the pull promotional strategy
The use of promotional offers is one of the most common methods of marketing applied by many businesses. It is one of the four critical elements of every company’s marketing mix, which includes other aspects such as price, product and place. Businesses incorporate three business strategies during promotional marketing. These are the push strategy, and the pull promotional strategy or combining the two approaches.
The push strategy involves a business applying its sales force to attract customers. It achieves this by collaborating with other parties in the supply chain such as the wholesalers and retailers giving them incentives to push the brand of the business and boost the sale of its products by taking advantage of their closer interaction with the end consumer. The pull strategy involves a firm focusing on creating customer’s interest in its product leading to sales through promotions that will attract customers to purchase its products. In the push strategy, the manufacturer or business persuades the wholesaler to distribute its products. The retailer is then convinced by the wholesaler to sell the products. On the other hand, the Pull plan involves the customers demanding a product; hence, the retailer communicates to the wholesaler who, in turn, requests the manufacturer to produce more. Some businesses apply both strategies to achieve benefits such as a more substantial brand presence in the market, a closer relationship with existing and prospective clients and an increase in sales.
The government of Oman has put in place policies and voluntary codes that businesses should follow to ensure their promotional activities and marketing campaigns are carried out lawfully, fairly and with the best interests and safety of the customer.
Businesses are required to maintain the standard retail price of their product or service during a promotional offer. Increasing the cost of the commodity being promoted or charging any additional fees for services such as postage or communication beyond the reasonable standards is considered unlawful in Oman.
Companies running a marketing campaign are required to set a specific period during which the promotions will last. They are allowed to share information and all forms of material intended for the promotional offer during this period. Any other marketing activities related to that particular promotion carried out after this time limit are illegal.
It is unlawful for any business to engage in promotional activity to give customers prizes that have been prohibited under Oman’s marketing policies. This includes firearms, weapons, drugs and objects that valuable to the history, society or culture of Oman. It is also considered illegal to give vouchers, promotional reward points and coupons that can be redeemed in exchange for any of these items that have been prohibited by the law.
The law also requires that all promotional offers being carried out in the country should be owned by businesses within the economy and not overseas. Foreign companies are not allowed to conduct their sales promotions within the country virtually and without real activity and interaction with the customers. This is done to protect the citizens of Oman from the possibility of fraud. The citizens are allowed to engage in promotional activities in other countries via the internet or phone communication.
There are stringent rules and regulations on promotional offers, and the nature of the information firms can share with the public while running a marketing campaign. Companies are prohibited from sharing any form of information on their product or service that may be biased, misleading, vague or deceiving. They are expected to be transparent with their potential and existing customers on details such as the quantity of the product, its suitability to the needs of the consumer, its characteristics, the process of producing it as well as the safety of the consumer while using it. Important information on the product should be highlighted and communicated clearly to the buyer. There is an offence under the Oman laws to give a promotional prize that would be of no value to the customer or is not of the same quality as the regular product being sold.
Businesses conducting promotional offers in Oman are expected by the government to observe and maintain high standards of corporate social responsibility and comply with the rules and regulations on promotion. They are also likely to fair competition about other competitors.