The push strategy, also known as the pressure or penetration strategy, is a central component of the marketing and sales policy of many companies. This strategy focusses on actively "pushing" products or services onto the market in order to increase sales. The main aim of this method is to make offers accessible to a wide audience by promoting them through the various stages of the distribution chain.

A key feature of the push strategy is intensive cooperation with intermediaries such as wholesalers, retailers or distribution partners. Manufacturers use various incentives, such as discounts, advertising subsidies or exclusive distribution rights, to motivate these intermediaries to promote their products and place them more prominently. The aim is to use these incentives to stimulate trade and make the products more attractive and more easily accessible to the end customer.

Promotional campaigns play a key role in the push strategy. For example, sales promotions such as special offers, product presentations or in-store advertising can be used to increase the visibility of products and accelerate sales. These measures bring the products directly to the customer's attention, which can lead to spontaneous purchases.

Another aspect of the push strategy is product availability. Companies endeavour to make their products available in as many points of sale as possible. This increases the likelihood that customers will come across the products and buy them. A broad and efficient distribution chain is therefore essential in order to implement a successful push strategy.

To summarise, the push strategy is an active marketing tactic in which products are "pushed" through the sales channels in order to increase sales. This strategy is particularly effective in highly competitive markets or when new products are introduced. By stimulating trade and increasing the presence of their products in retail outlets, companies can increase demand and expand their market share.