What is Push or Pull strategy?

What is Push or Pull strategy?

Pull strategy is when the manufacturer uses advertising and other promotional offers to persuade the customers to ask the retailers for the product. The retailers in turn order it to the manufacturer in order to cater the needs of his customer. In Push strategy manufacturer uses its sales force and through trade promotional offers push the retailers and the wholesalers to carry, promote and sell the product to the customers.

Thus in pull strategy customer gets attracted to advertising and promotional offers and asks for it for himself—the PULL effect while in push strategy manufacturer pushes the product down the distribution channel—the PUSH effect.