Push and pull strategies are two different approaches to marketing and distribution.

A push strategy involves a manufacturer or producer “pushing” their products or services to the end customer through intermediaries such as wholesalers, distributors, and retailers. This strategy typically involves a high level of advertising and promotion to generate demand from intermediaries, who then push the products to the end customers. In a push strategy, the manufacturer or producer has a greater level of control over the distribution process and can often influence the intermediaries to sell more of their products.

A pull strategy, on the other hand, involves the creation of demand at the end customer level, which then “pulls” the product through the distribution channels. This strategy relies on advertising, promotions, and other marketing efforts aimed directly at the end customers to create demand for the product. Once demand is created, intermediaries are more likely to stock the product and promote it to their customers.

In summary, a push strategy is focused on pushing products through the distribution channel, while a pull strategy is focused on creating demand for products that then pull them through the distribution channel.

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