Analysis of Red Bull Distribution Route Essay

Relative analysis of the distribution stations between Reddish Bull strength drink and major carbonated beverages Issues, recommendations and their implications

SDM Section A

Anshul Sehgal – 10P010 Kayarat Ajit Krishnan – 10P023 Esha Sharma – 10P075 Jayant Bahel – 10P081 Mohit Ahuja – 10P090

Issue: Price unpredictability in Reddish Bull goods being sold to retailers and wholesellers

Until 2009 Crimson Bull refrained from supplying wholesellers and used to sell off the product to retailers in a single price. They counted heavily upon store executions to get the required retail push. Since 2009, Red Half truths has begun supplying wholesellers and began the practice of price cutting. The reasons for the changes in technique was that the competition in the energy drink section was increasing through the increased presence of XXX and Cloud9. Because of these adjustments there is a excessive volatility in the prices of Red Bull in the selling channels. You will discover two effects to high price volatility/price trimming: 1 . Lower margins to the company: Providing at multiple price details and centering heavily on retail drive will lose the organization a lot of money which in turn it would had been entitled to experienced it sold on a single price. 2 . Retailers remain puzzled regarding all their costs pertaining to stocking Reddish colored Bull. Also, retailers protest about missing out on short-lived profitable prices as they were currently well stocked and could not afford to acquire more from the distributor if the low price was on. The fee per may of Reddish Bull varies from Rs sixty five – Rs 75. The MRP of the product is Rs 85. Hence the price tag margins vary from 11. seven percent to 3. 5%.


Red Half truths should end the practice of risky pricing and should go back to putting into action a single

getting price pertaining to retailers. Cost volatility plus the consequent excessive retail drive makes sense pertaining to products that contain a high amount of competition and low pull. Also this is an effective technique when the business is unable to execute the stores effectively. But , Red Bull is the head of the category and currently there is no noticeable competition for it. (Neither Cloud 9 nor XXX nor Burn have managed to make a dent available in the market and none have a pan-India presence). Also Crimson Bull as a product has a high volume of full pull. The two facts negate the need for cost cutting, that has been a strategy simply by Red Bull India to reduce the emerging competition last season. Also, when implementing the single pricing approach, Red Half truths should concentrate on store executions heavily to offset the larger cost of the merchandise to the retailer.


About raising the costs to a single price level, the revenue would be likely to take a hit. Retailers would not be happy with the rise in prices and will stock reduced quantities. Also, strong protests from merchants should be expected. But due to the high pull intended for Red Half truths, the strike in product sales would be temporary and the company should be able to recognize the benefits for any single cost level in a short time.

Issue: Reliance on one spouse

Traditional syndication outsourcing entails hiring a alternative party to store and distribute your products through its nationwide or international distribution network; this get together provides the staff, warehouses, division center and transportation fleet. This model may be right for the corporation currently because the costs of setting up a unique infrastructure probably would not be justified for the latest market size. But it's not always the best wager in the long run. Presently, the division of Reddish colored Bull in India is usually handled by The Narang Group. They are marketers of premium waters, including Qua, Evian and Perrier; functional and juice drinks, such as Qua+, Red Bull, Orangina and Rani; and coffee and chocolates which include La Marzocco, Franke, Ronnefeldt and Lindt. The energy drinks category is usually expected to always be worth Rs 1000 Cr by the end of 2012, and futher steady growth is expected. It could then end up being viable to get Red Half truths to take over the...

References: Selection interviews with: Mr. Praveen Kumar Ex-Assistant Revenue Manager, Crimson Bull India Mobile: 9899181061 Mr. Amitabh Jha Ex-Senior Executive, HCCB Mobile: 8860623003 Mr Gaurav Sharma Former mate Supervisor, Pepsico India Portable: 9999003472 Field visits to the following market segments: Sector 17 Market, Galleria Market on 04-August-2011 Evaluated on 03/08/2011