Push Pull Strategy in Business Marketing

Pull strategy progression: promotion, customer, retailer, and manufacturer. Push strategy progression: manufacturer, retailer, promotion, and customer.

Photo by: Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.


The three sales strategies for promotion are push, pull and as Ogden & Ogden (2014) wrote, “there can be a combination of the two”(Ogden & Ogden, 2014).

As illustrated in Figure 6.4, the push and pull strategy works thus: (a) the promotion which prompts potential retailers and customers to buy, (b) the deal between the manufacturer and the service provider.


For example, in purchasing my daughter’s tablet some months ago from Sam’s club the tablet came with a limited manufacturer’s warranty, and I also had the options to purchase an additional extension warranty from Sam’s. It is the case, that the tablet malfunctioned and as a result the manufacturer after several attempts to repair it had to replace it. Then a few months after that my daughter tripped over the dog outside [he is a big dog] and broke the screen on the tablet, Sam’s warranty refunded the full purchase price for that brand stating that the screen was too expensive to repair. This type service is a good promotion tactic for retailers and manufacturers alike.

Finally, (c) the promotion to the customer, and it is the case, that Black Friday is a good promotional tactic where people fat from the holiday turkey are ready to spend. It is past sane thinking why people would get up at three in the morning to stand in line for a sale, however, the tradition lives on for those who want first tab at new line Jordan’s or even first dibs at a new television. Hence, the push, pull strategy works well for all who aim to buy and sell.

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