Learn in the textbookBrand Strategy and Channel Push/Pull Strategies
DefinitionA pull strategy (プル戦略) is a promotion method in which the manufacturer reaches consumers directly through advertising and the like, sparks their desire, and gets them to ask for the product in stores on their own, pulling the product toward them.
ExplanationOnce consumers start asking for the product by name, retailers have a reason to stock it, and orders travel back up the distribution chain to the manufacturer. It combines easily with mass advertising such as TV and with efforts to raise brand awareness.
AnalogyA child begs for a toy seen on TV, and the parent goes to a shop and asks for it by name. Requests like that are what move the shop's orders.
Memory hookLike the PULL sign on a door, it means to draw toward you. The product is drawn toward the consumer's side like iron to a magnet.