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Section- C
Push strategy:

A push strategy is in which it involves taking the product directly to the customer push through the
channel, from the supplier to production through to the distribution organization by ensuring the
customer is aware of your brand at the point of purchase.

Example:

Colgate is one of the largest selling toothpaste in India which the demand is very high in the market
where the company simply push the goods into the market without the customers or dealer
requirement. Customers also accept the products as the demand for the product is more in the
market. So the company goes for push strategy

Pull strategy

In a pull-based supply chain, procurement, production and distribution are demand-driven so that all
activity is based on actual customer orders, rather than forecast demand.

Example:

All the prepaid services which are available in the market pull the customers to them by having a
centralised supply chain network.

Push-pull strategy:

In a push-pull strategy, some stages of supply chain are operated in a push based manner and
remaining by a pull based strategy here in a push-pull strategy first pushing is done and then they
pull the customer towards their product.

Example:

Tata DOCOMO is the first private operator to launch 3G services in India which had first lunched the
3G services in to the market and offered the customers one week free usage. Then the company
find out the type of usage, timings, amount of usage, etc of customers. By this the company find out
the type of planes they can fix to the customers. This is a push strategy they used to pull the
customers to their 3G services.

Pull-push strategy:

In a pull-push strategy, some stages of supply chain are operated in a pull based manner and
remaining by a push based strategy here in a pull-push strategy first pulling is done and then they
push the product to the customer.

Example:

A tailor pulls the customer to the shop and depending upon the customer requirement they design
the dress and push the product to the customer by involving in various supply chains.