Subject areaChannels and tools
A push strategy brings a product to market by pushing it down the distribution chain: the manufacturer focuses its efforts on distributors, wholesalers and resellers, with margins, incentives, training and point-of-sale materials, and they are the ones who propose it to the end customer.
Its opposite is the pull strategy, which creates demand directly in the end customer, for instance through advertising or content, so that the customer asks the reseller for the product. The two are often combined: push works well when the customer decides at the counter and relies on the seller's advice.
An example
The case below is constructed, because the term does not yet appear in the articles. A manufacturer of industrial tools launches a new line and offers distributors higher margins and training for counter staff, so that they are the ones who recommend it to customers.
Related entries
broader entriesthis entry and narrowertwo levels down← up · → down
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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