Push and pull marketing are terms for two different marketing strategies. The major difference between push and pull marketing is in the way the market is approached, and specifically in what way a new product (or an updated offering) is sent to the end customer through a distribution channel. Two main streams can be distinguished in the associated marketing activities:
Push strategy (also called push marketing)
Pull strategy (also called pull marketing)
When there is a push strategy
A push strategy occurs when the new product is offered by the provider through supply-driven marketing efforts. Commonly used marketing efforts in this case are getting a better position on the shelf or giving discounts. In this way, a new product is pushed through the distribution channel and the selling parties will contribute to increasing sales of the new product.
When there is a pull strategy
A pull strategy occurs when the sale of a new product is shaped by the customer himself. In this case, the strategy is formed by demand-drivenmarketing efforts. A well-known example is advertising that will develop side interest. As a result, the interested customer will naturally approach the sales channels and ask for the specific offer. This will pull the product through the distribution channel.
