Though PULL system is very much desired for any industry due to its many +ve impact on the business , but it is not always a strategic move especially during the 1) new product launching in the market 2) Any competitor launching a new product .
Till the customer get into the product and company had enough voice /need of a customer points to rework, the company has to push the product into market. It may be through advertising , branding , keeping the stock visibility at customer end etcs.
I am considering advertisement and branding is a push mechanism. After the product went into the mind of customer then , it is wiser to shift to Pull. Always company has to closely look the competitor move / listen to voice of the customer and take a decision on pull or push. This is in view of market.
But if we consider the internal supply chain , then with a better planning the external push system can be managed thorugh internal pull.