Learn in the textbookBrand Strategy and Channel Push/Pull Strategies
DefinitionA push strategy (プッシュ戦略) is a promotion method in which the manufacturer works on wholesalers and retailers so the product is pushed through each stage of distribution toward consumers.
ExplanationNegotiating for a prominent shelf spot and supplying in-store promotional materials are typical examples. Because the store staff recommend the product to shoppers, it works well for products whose names consumers do not yet know and for products people choose only after hearing an explanation.
AnalogyPicture the manufacturer upstream pushing a boat off downstream, setting the product afloat on the current of distribution.
Memory hookPush means to shove from behind: the manufacturer pushes wholesalers and retailers, and those stores then recommend the product to shoppers. What gets pushed is the distributor, not the consumer.