PULLTHROUGH STRATEGY

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PULL-THROUGH STRATEGY
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DEFINITION

• Pull-through strategy one in which a product or
  service is pulled through a buyer by the buyers
  customers.

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CONTEXT

• Holland Hitch Company
• Holland, Michigan

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LOCATION
Lake Michigan
Holland
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TIME
FEBRUARY
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LOCATION
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LOCATION SHIFT
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LOCATION
The Boulderrs
Phoenix
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PRODUCTS
Hitches
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PRODUCTS
Hitches
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PRODUCTS
Fifth Wheel
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PRODUCTS Fifth Wheel
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PRODUCTS
Dolley
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PRODUCT ATTRIBUTES

• Higher Price

• Higher Quality
• Longer Lasting
• Ease of Use
• Less System Down-time

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COMPETITIVE ENVIRONMENT
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
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WHERE IS THE POWER?
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COMPETITIVE ENVIRONMENT
?
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
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COMPETITIVE ENVIRONMENT
Holland Hitch
?

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
19
COMPETITIVE ENVIRONMENT
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
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PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
21
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
22
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
23
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
24
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
25
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
26
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
27
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
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PROBLEM PULL-THROUGH WEAKENING OVER TIME
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PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
30
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
31
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
32
PULL-THROUGH
Holland Hitch

• Truck Manufacturer
• Peterbuilt
• Lufkin

Trucking Fleets
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HOW TO STRENGTHEN PULL-THROUGH?
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WHO IS THE TRUCKER?
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WHO IS THE TRUCKER?
Sex
Male
Height
5 10 plus
Weight
230-250 lbs.
Appearance
Rugged, unshaven
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WHO IS THE TRUCKER?
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BUT........
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25 OF TRUCKERS ARE WOMEN
MALE
FEMALE
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WHO IS THE TRUCKER?
Sex
Female
Height
5 6 plus
Weight
150-190 lbs.
Appearance
Rugged
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WHO IS THE TRUCKER?
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NEW MESSAGE
Holland Hitch products are better for women
truckers.
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The power of the buyers customers was used to
create sellers power for Holland Hitch.
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Other Examples?