When fashion fair cosmetics offers marketing assistance to resellers that buy its products, the promotional technique used is called the Push Sales Strategy. It is a technique where the manufacturers would "push" the products to the market by the supply chain to the consumer. These manufacturers are termed as wholesalers while the bridge to the consumers are called the retailers. With this type of strategy, incentives are being given to the retailers to motivate them of purchasing. Incentives can be discounts, premiums, buy-back guarantees and services like from the statement, marketing assistance. The other strategy is called the pull sales strategy where the manufacturer would make the consumers interested in their products.
