Push Versus Pull Strategy

A promotion schema that calls for by using the sales force and trade promotion to push the product via the channel is called push schema. The manufacturer promotes the product to wholesalers, the wholesalers encourage retailers and the retailers promote to consumers.

Whereas the pull schema is the promotional strategy that calls for spending a lot on advertising  and consumer promotion to construct consumer demand; if successful, consumer will ask their retailers for the manufactured goods, the retailer shall ask the wholesalers and wholesalers will enquire the producers.  So these are two schemas through which availability of products may be created in the market for last consumers.