Distribution Decisions

Distribution channel or the marketing channel plays a very crucial role in making the product available to the final customer or the target consumer. There are various types of marketing channels or distribution channels. These are:-

 Push and Pull Strategies:

In push strategy, manufacturer uses his sales force, trade promotion, money or other means to include intermediaries to carry promote and sell its products to end users. Red bull does not include any push strategies as they do not believe in involving intermediaries in their distribution process.

In pull strategy, manufacturer users advertising, promotion and other forms of communication to persuade the consumer. This is the form of communication Redbull prefers and uses.

Direct and Indirect Channel:

Direct channel- the type of distribution channel used by Redbull is the direct channel in which they directly provide the finished goods to the customer without any intermediaries and have been successful at it till now.

Indirect distribution- Indirect distribution channel consist of one or more intermediaries between the manufacturer and the final customers. In India Red Bull does not resort to such measures.

The retail channel is the contact-point of the product and the end-consumers. For energy drinks, retail outlets include bars and night clubs, supermarkets, convenience stores, health clubs, etc. Red Bull is available in all of these channels, and is considered the number one energy drink brand in all of them.

 Smart Transport:- 

Red Bull Energy Drinks travel to their destination predominantly by train and ship. They only use trucks when it's absolutely necessary. Since their cans are compact in shape and light in weight, they are a more efficient transport packaging than PET or Glass Bottles.

Transportation to more than 165 countries around the world:-

As soon as the Red Bull cans have been filled, they're transported from Austria and Switzerland to more than 165 countries worldwide. The cans travel long distances, whenever possible by ship and rail. Transportation by truck is the last resort when there's no other means of delivery - it remains Red Bull's priority to allocate ever more transport to rail and shipping.