In Class, 15–20 Minutes for Teams One of the steps in gauging the marketing communication budget is to determine whether the firm should adopt a push or pull strategy. Let’s consider two products that are to be sold through a typical convenience store. The first is a well-known brand of chocolate and the second is an unknown brand of peanuts.

As you can see, both products fall into the snack food category for consumers and are typically bought on an impulse or convenience basis. When it comes to snacks, many consumers like variety and choice.

If you were a marketer responsible for promoting these products, to what extent would you focus on a push or pull strategy for each of them? How would your decision to pursue either a push or pull approach impact your choice of which promotional tools you would use?