Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority-and to get them to ask for it at their retail store. Clairol is using:
A) dual distribution.
B) a "pulling" policy.
C) direct marketing.
D) a "pushing" policy.
E) a sampling distribution.

Question

Quizplus · Accepted Answer

Clairol is using a "pulling" policy by focusing on advertising and free samples to convince consumers to ask for the product at their retail store, rather than relying on wholesalers to push the product to retailers.