SEMESTER SPRING 2012
Advertising & Promotion (MKT621)
Assignment No. 02
Due Date: June 13, 2012 Marks: 25
Assignment:
Learning objectives:
• Characteristics of Pull and Push Strategies
• Comparison of Pull and Push promotional strategies
• The role of Promotion strategy (Pull & Push) to increase the sales volume
Learning outcome:
By completing this assignment, the students will be able to:
• Understand how demand is created by using Push and Pull strategies
• Understand the implementation of Push and Pull strategies (when to use)
• Identify what do these strategies achieve?
T
urkian international is one of the leading producer, manufacturer and distributor of the Colored
Marble stones. These Marble stones are used for the construction and the decoration of
the buildings/
villas. Turkian was established in 2005, it is located in the south industrial area of Turkey. Turkian is an
architectural oriented company with the vision to give traditional and classical look to the buildings with
colored marble stones.
Initially, Turkian has started its operations in Middle East and in Asia Pacific. It has developed very
strong distribution network in both regions. Keeping in view the demand of its products, Turkian has
decided to spread its operations in US and in UK.
In 2010, Turkian has established distribution channels
in the 10 countries of US and UK including USA, Argentina, Brazil, Mexico, Scotland, Poland and
Germany.
Current Marketing Strategy of Turkian
Turkian is using aggressive strategy to strengthen its
distribution network around the globe in order to
provide the products
to the customers. The company is expanding its distribution network in emerging
market of Asia; covering the countries like China, India, Pakistan, Hong Kong, Singapore Thailand and
Malaysia. Since the inauguration, Turkian has established it operation more than 40 countries of the
docsity.com
