Push strategies involve promoting the product only to the next link down the distribution channel; this is means selling hard to the wholesalers and letting the wholesaler in their turn sell hard to the trailers.
A push strategy emphasises personal selling, sales promotions and advertising aimed at members of the distribution channel. A pull strategy is aimed at the final consumers and emphasises consumer advertising and strong merchandising.
If the distribution channels are properly managed and are cooperating well, a pull strategy is indicated; in other words, greater effort can be devoted to stimulating consumer demand