Some of the physical stores that sell Ethique products have experienced a significant drop in sales over the last year due to the ongoing impact of the Covid-19 pandemic. Ethique wants to increase the sales of Ethique products in those stores using a push and pull strategy while not affecting their brand's positioning (i.e., "more-for-more" or "more-for- same" depending on the product).

Outline what Ethique should do to increase sales in these stores including:

• the trade sales promotion tool they should use to push their products through the channel, and
• the consumer sales promotion tool they should use to pull their products through the channel.

Provide your reasoning for the elements of your trade and consumer sales promotions above and explain why they are appropriate for Ethique