Innovation Strategies: Push vs. Pull

This assignment delves into the contrasting approaches of push and pull marketing strategies within the context of innovation. It examines how established brands like Parle G utilize a push strategy, while newer companies like Tata Motors adopt a pull strategy. Real-world examples like Aravind Eye Care Hospital and Amby Valley are analyzed to illustrate the application and effectiveness of each approach. The assignment concludes by highlighting the trend of established brands favoring push strategies and startups embracing pull strategies for success.

Exploring sources of
innovation

Innovation has direct relation to valuing both internal and external marketing criteria being
set by the team. It also helps in ascertaining that whether any invention will be able to become an
innovation practice for the company or not (Kergunteuil and et.al., 2015). Push and Pull strategy
are originally associated to the common concepts of logistics and supply chain management. In
the push strategy being adopted by any company, the channel is pushed from production side to
the retailer. However, its relevance has also been ascertained in the marketing concepts of the
organization as well.
Push marketing basically starts from understanding various aspects of products and services
such as, features, potential customers, benefits, targeting and segmentation (Reddy, 2016). The
same is then utilised in crafting marketing messages through variety of advertising, social media
channels to reach to the potential customers.
However, in case of pull strategy of innovation, the decisions are made based upon the
requirements of the potential customers with the aim that they will be able to attract customers
towards the organization. Other concept that has direct relation to it is technology push in order
to gain market pull. Push strategy focus on most likely potential customers, in contrast to this,
pull strategy tends to focus on totally different group of people, that is, who are not yet ready to
become the customer o the organization (Hamta, Shirazi and Ghomi, 2016). Pull strategy is
generally used the organization which are new in the market and do not own optimum amount of
market visibility. Hence, it is generally meant for start-ups and other newly opened businesses.
Moreover, pull strategy is also used by the organization whose products and services require
high degree of investments. Common examples are car, high end electronic equipment etc (Why
does Parle, that's synonymous with biscuits, need a campaign to push its name? 2017).
Aravind eye care hospital is located at Madhurai, Tamil Nadu, has been able to expand its
network of eye hospitals. It is majorly famous for operations and surgeries focusing on
eradication of cataract related blindness in the country. Medical science has been able to deal
with various types of health related issues with innovative activities. It includes, drug therapy,
technology advancement related to transplantation, etc. The most crucial innovation issue that
has been faced by Aravind eye care hospital is that, how to carry out a high quality of operation
process at low cost? However, the hospital has certainly be able to attain this output, where it has
been able to come up with new approaches with respect to eye care problem. The organization
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have been able to apply a push strategy for innovation, where, the developed idea and interface is
directly delivered to the patients in the form of high quality services, operations and surgeries.
The cost analysis and value added services to the patients attracted them towards the
hospital and motivated them to use thee services. Further, to bring improvement in the system,
Arvind eye care have been constantly involved in measuring, reviewing and then changing the
set up as per the requirements of the final output being expected by the team.
As a pull strategy applied on the hospital, a lot of efforts are put by the team by preparing
follow up for the patients. To assess the reliability and credibility of the task, 90% of the patients
involved in camps are interviewed on various factors, such as, cataract surgery, people
recovering through normal vision, intermediate vision etc.
Amby Valley – Sahara Lake City opted for push strategy. The potential customers of the
project are high end and it is required to pull them towards the project. In that case, this strategy
proved to be fruitful. Parle G, which is considered to be an innovative house for biscuits, does
not require credibility due to people’s familiarity with the brand (Farsadpour and et.al., 2016). It
has been able to give strong individual offerings. It is another example who have been able to
implement push strategy where whatever it has been able to innovate for the customers is offered
to them in such a manner that people get attracted towards it for their initial or regular purchase.
Tata motors can be the best example for Pull strategy, it came into existence in 1990s and
have not been able to attract much customers in tis initial days. Innovating its products in such a
manner made it stand among the top brands of automobiles of India. Bajaj autos is another
example of pull strategy, whose constant innovation in its field helped in making it a big brand of
the country (Poitau and et.al., 2014).
In the end, it can be stated that the established brands tend to used push strategy to serve
its customers. However, newly opened start-ups and organization opt for pull strategy to attain
customers with the help of constant innovation.
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REFERENCES
Books and Journals
Farsadpour, S. and et.al., 2016. New class of hyperpolarizable push–pull organic chromophores
by applying a novel and convenient synthetic strategy. Dyes and Pigments. 127. pp.73-
77.
Hamta, N., Shirazi, M. A. and Ghomi, S. F., 2016. A bi-level programming model for supply
chain network optimization with assembly line balancing and push–pull
strategy. Proceedings of the Institution of Mechanical Engineers, Part B: Journal of
Engineering Manufacture. 230(6). pp.1127-1143.
Kergunteuil, A. and et.al., 2015. Characterizing volatiles and attractiveness of five brassicaceous
plants with potential for a ‘push-pull’strategy toward the cabbage root fly, Delia
radicum. Journal of chemical ecology. 41(4). pp.330-339.
Poitau, G. and et.al., 2014, September. A combined PUSH/PULL service discovery model for
LTE direct. In Vehicular Technology Conference (VTC Fall), 2014 IEEE 80th (pp. 1-5).
IEEE.
Reddy, P. P., 2016. Push–Pull Strategy. In Sustainable Intensification of Crop Production (pp.
323-336). Springer, Singapore.
Online
Why does Parle, that's synonymous with biscuits, need a campaign to push its name? 2017.
[Online]. Available through
<https://brandequity.economictimes.indiatimes.com/news/advertising/why-does-parle-
thats-synonymous-with-biscuits-need-a-campaign-to-push-its-name/58480252>.
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