What strategy involves informing potential customers to create demand for a product or service?

The pull strategy focuses on creating consumer demand for a product or service, primarily through marketing efforts that engage potential customers directly. This approach aims to encourage consumers to seek out a brand or product, effectively "pulling" it through the sales channel. Advertising, public relations, and promotional activities are essential components of this strategy, as they are designed to raise awareness and generate interest among the target audience. When customers express a desire for a product due to effective marketing, retailers and wholesalers are more inclined to stock and promote that product to meet the demand.

This strategy emphasizes consumer engagement and the power of brand loyalty, as satisfied customers often return and spread positive word-of-mouth, further enhancing demand. In contrast, a push strategy primarily involves pushing products to consumers through distribution channels without necessarily generating demand at the consumer level, while promotional strategies focus broadly on marketing techniques, and distribution strategies deal with logistics and supply chain management.