We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.
Marketing

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

What is a Pull Strategy?

John Lister
By
Updated: May 16, 2024
Views: 25,523
Share

A pull strategy is a type of marketing and advertising. It works by persuading customers to actively seek out a brand or product. It contrasts with a push strategy where the aim is to get the product into places where it will be seen by shoppers and bought as an impulse buy. The two terms originate in supply chain management.

The main difference between the two strategies is the sequence of events that leads to a sale. With a push strategy, the product is normally shipped to stores with the intention that consumers will see it and decide to buy it. With a pull strategy, there is more emphasis on advertising and similar techniques to create demand among consumers. This demand then prompts retailers to order stock from suppliers, who in turn order the product from the manufacturer.

A good example of the difference between a push strategy and a pull strategy is the book industry. Traditional book publishing, in which books are printed in bulk and then stocked on bookstore shelves, is largely a push strategy. Print-on-demand, in which books are printed to order as and when a customer wants to buy one, an increasingly common method for books sold mainly online, is largely a pull strategy.

In many cases, the distinction is not quite so clear-cut. For example, a new breakfast cereal may be launched using both strategies. Advertising will prompt consumers to visit a store with the intent of buying the product. At the same time, prominent in-store displays and high stock levels may boost sales among consumers who were not previously aware of the product.

A pull strategy incorporates most traditional advertising such as TV and radio commercials or newspaper advertisements. It also incorporates methods such as boosting word-of-mouth, or building brands online. A push strategy is more about targeting retailers and persuading them that the product will be a success, such that they stock the product and make consumers aware of it at the point of sale.

While most promotion uses both strategies, a pull strategy is more appropriate where there is some doubt over the demand for the product. The response to advertising will give a better idea of the stock levels stores will need. Using a push strategy can be cheaper to operate but involves more of a gamble as the manufacturer needs to supply a certain level of stock even before knowing what the demand will turn out to be.

The two terms were first used in supply chains. In this context, the terms refer to the "force" that propels a product along the chain. A pull system means the consumers generate demand, which prompts production. A push system creates the products in the hope of them generating demand.

Share
SmartCapitalMind is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
John Lister
By John Lister
John Lister, an experienced freelance writer, excels in crafting compelling copy, web content, articles, and more. With a relevant degree, John brings a keen eye for detail, a strong understanding of content strategy, and an ability to adapt to different writing styles and formats to ensure that his work meets the highest standards.
Discussion Comments
By TrogJoe19 — On Jan 27, 2011

Different strategy orders and various operational methods all form the backbone of a good company. There is always a research branch to big businesses, seeking to innovate and discover the most effective and cutting edge appeal. The Japanese concept of Kaizen adopts this method of constant improvement for the better and new ideas. This is what has enabled the Japanese to do so well economically.

By arod2b42 — On Jan 26, 2011

I think that pull strategy can be used effectively after an effective push strategy. Once the word gets out that a product is good, there will be a sort of "fan base" established which will look for more similar products. In playing a "passive aggressive" game with buyers, these fans are encouraged to heartily pursue all sorts of the limited products that your company offers. It is also annoying to be repeatedly bombarded with push advertising. For the sake of the general buyer, it is good to adopt a pull strategy after success.

By ArvindPV — On May 11, 2010

It is a very good article and useful to upgrade knowledge. I want to share my opinion that pull strategy not only can be used where we have doubt about the product's demand, but it should also be used when you want to reach a huge or larger market wherein the cost of promoting the product through pull strategy will not be a hindrance.

Push strategy cost is less maybe reach is also less gain, also maybe less.

It is my opinion. Arvind P. V., Bangalore, Karnataka, India

John Lister
John Lister
John Lister, an experienced freelance writer, excels in crafting compelling copy, web content, articles, and more. With...
Learn more
Share
https://www.smartcapitalmind.com/what-is-a-pull-strategy.htm
Copy this link
SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.

SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.