Ch. 14 - Marketing Channels and Retailing

 

Red Bull uses intensive distribution as a technique for achieving such widespread product placement. More of a low-impact impulse buy - consumers are not likely to research, compare, or go out of their way to find a specific brand of energy drink before purchasing. Red Bull must get their product in front of consumers around the world by way of an extensive distribution channel. Following production, Red Bull ships its goods out of two main facilities located in Austria and Switzerland to over 165 countries mostly by train and ship. From here, a large network of wholesalers and distributors take on the product to fulfill orders and deliver Red Bull to retailer shelves nearly everywhere. Sales rely mainly on this extensive process as the target market will otherwise reach for the next energy drink on the shelf.