Push vs Pull Strategy

Push strategy pushes products through channels using trade promotions, discounts, and sales force incentives. Pull strategy creates consumer demand through advertising, making customers request products from retailers.

Push focuses on channel partners: 'Get retailers to stock our product.' Pull focuses on consumers: 'Make customers ask for our product.'

FMCG companies use both — TV advertising creates consumer pull while trade discounts push products onto shelves. The most effective approach combines both strategies, using pull to create demand and push to ensure product availability.