What does a push strategy primarily involve?

A push strategy primarily involves intensive promotional activities through the channel to ensure that products are available and displayed prominently in retail outlets. This approach pushes products through the distribution channel by incentivizing wholesalers and retailers to carry and promote a product. This often includes tactics such as offering discounts, trade promotions, and personal selling aimed at the intermediaries like retailers, rather than the end consumers.

By concentrating on pushing the product through the distribution network, the focus shifts away from consumer promotion and instead aims to create strong incentives for retailers to stock the product, thereby maximizing its availability and visibility in stores. This is essential for new products entering the market or for established products that retailers may be hesitant to promote without additional support.

The other options emphasize direct consumer engagement or relationship building, which are more characteristic of pull strategies. A pull strategy focuses on generating consumer demand that pulls products through the distribution channel by promoting to consumers, increasing brand awareness, or fostering relationships with end-users, which is a different approach than that of a push strategy.