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    A push strategy involves manufacturers directly distributing products through supply chains to retailers and ensuring customers are aware of brands at the point of purchase. Examples of push tactics include trade show promotions, direct selling, negotiating stock with retailers, and point-of-sale displays. In contrast, a pull strategy makes procurement, production, and distribution demand-driven based on customer orders rather than forecasts, using tactics like advertising, word-of-mouth, and sales promotions. Push-pull and pull-push strategies combine elements of both approaches at different stages of the supply chain.

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    A push strategy involves manufacturers directly distributing products through supply chains to retailers and ensuring customers are aware of brands at the point of purchase. Examples of push tactics include trade show promotions, direct selling, negotiating stock with retailers, and point-of-sale displays. In contrast, a pull strategy makes procurement, production, and distribution demand-driven based on customer orders rather than forecasts, using tactics like advertising, word-of-mouth, and sales promotions. Push-pull and pull-push strategies combine elements of both approaches at different stages of the supply chain.

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    17 views2 pages

    Kiranv 1226210133 Mba-Ibf

    Uploaded by

    sandeep_chanda_2
    A push strategy involves manufacturers directly distributing products through supply chains to retailers and ensuring customers are aware of brands at the point of purchase. Examples of push tactics include trade show promotions, direct selling, negotiating stock with retailers, and point-of-sale displays. In contrast, a pull strategy makes procurement, production, and distribution demand-driven based on customer orders rather than forecasts, using tactics like advertising, word-of-mouth, and sales promotions. Push-pull and pull-push strategies combine elements of both approaches at different stages of the supply chain.

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    Kiran.

    1226210133

    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.

    "Taking the product to the customer"

    Examples of push tactics:

     Trade show promotions to encourage retailer demand


     Direct selling to customers in showrooms or face to face
     Negotiation with retailers to stock your product
     Efficient supply chain allowing retailers an efficient supply
     Packaging design to encourage purchase
     Point of sale displays

    Example:

    Here we can take the example of manufacturing steel which can take place in large
    extent without considering the market or the customer this done on the bases of the
    raw material and production capabilities. This is the situation where push strategy is
    followed. In this manufacturing demand is uncertain, inventories should be properly
    managed to push the product to the customer whenever they require.

    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.

    "Getting the customer to come to you"

    Examples of pull tactics:

     Advertising and mass media promotion


     Word of mouth referrals
     Customer relationship management
     Sales promotions and discounts

    Example:

    Pull strategy is used in the concept of FREE HOME DELEVARY where the customer
    is pulled to the restaurant to make the order from the menu available and get the
    products. Here the lead times are less, inventories can be optimally utilised.

    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: Chrysler is one of the major automobile manufacturing company in US


    market which first manufactures a model of car and provides some customisation to
    the customer depending upon the taste of the customer. Here is the case where the
    company push the product to some extent and later part is pulled by the customer.

    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:

    In the case of Vodafone 3G services in India they are yet to release the services but
    they started advertising their services which makes the customer to attract towards
    the service before it came into the market. Here is the situation where pull strategy
    come into existence. Here the company is pulling the customer towards their product
    and then they push their services to the market.

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