"In pull marketing, the second dominant marketing strategy for dealing with derived demand, suppliers no longer restrict their marketing activities to those who apparently make the procurement decision. By stimulating downstream customers, suppliers try to pull their innovative products through the entire value chain. They bridge the gap to the application market and gather valuable information regarding downstream customer needs. This supports a supplier’s proactive innovations management. As a result, the supplier is able to reduce his dependence on the manufacturer.
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In this marketing strategy, the role of the manufacturer tends to be passive but the applicator’s role becomes very active. The supplier tries to generate demand at the stage of applicators through extensive advertising and personal selling activities...
Thus, applicators become more informed about the available products and solutions that might be applicable to their business. Instead of pushing the product to immediate customers, suppliers make downstream customers request it.
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With a pull strategy, the supplier does an end-run, circumventing the more direct value-chain actors, concentrating on those further down the value chain.
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the objective of a pull strategy is to establish a bottom-up demand base so that the immediate customer has little choice but to adhere to these demands and to place orders with the respective supplier
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Involving downstream customers like in pull marketing leads to another marketing strategy that addresses an even bigger audience. This strategy is called Value Chain Marketing (VCM) and describes the practice of influencing the entire value chain to succeed in marketing innovative products. It requires a firm to have a deep and complete understanding of the value chain in order to maximize marketing effectiveness."
Trechos retirados de "Value Chain Marketing - A Marketing Strategy to Overcome Immediate Customer Innovation Resistance" de Stephanie Hintze.
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