What is a push marketing strategy?

A push marketing strategy primarily involves promoting products directly to distributors or retailers, encouraging them to stock and sell the products to consumers. This strategy relies on "pushing" the product through the supply chain, emphasizing the importance of relationships with distributors and retailers to ensure that products reach end consumers.

When utilizing a push marketing approach, manufacturers often incentivize wholesalers and retailers with discounts, promotional allowances, or other benefits to drive sales. This strategy contrasts with pull marketing, which focuses on drawing consumers in through advertising and consumer promotions. Therefore, by promoting products to distributors, a business effectively facilitates consumer access to those products, ensuring that they are available in market channels where consumers can purchase them.