Red Bull actively develops business processes by using modern Comarch SFA solutions

Red Bull is the global leader in the manufacture and sales of energy drinks. Approximately 4 billion cans of Red Bull are sold in 160 countries around the world annually. In 2012 Red Bull sold 5.2 billion cans, which was a 12.8% increase on 2011. 

In 2012, the company decided to establish cooperation with COMARCH, with the objective of launching comprehensive Comarch SFA Online Distribution and Comarch SFA Online Sales Support. The integrated system will provide for the regular reporting of information about warehouse stocks and re-sale to retail clients from Red Bull’s external distributors network. The system covers more than 160 locations (warehouses) and over 50 distributors. 

Implemented solutions

Comarch SFA Online Distribution

Modern platform for communication and data interchange between producers and distributors. 

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Red Bull actively develops business processes by using modern Comarch SFA solutions

The situation prior to the endorsement of Comarch systems


Red Bull is constantly striving to optimize its own performance and increase the results of its business partners. In order to support the functioning of the entire sales network and build competitive advantage, it is necessary to have ongoing access to current data on distributors’ warehouse stock and re-sale of products on the retail market. So far, Red Bull has used the original SFA class system, which provided support to sales representatives and allowed for the managing of their work. Re-sale data was based on statements received from representatives, and thus limited to sell-in. This is where the manufacturer encountered an obstacle, namely finding it impossible to realize all orders placed in the system, due to the lack of availability of some of the selected items in a distributor’s stock. Red Bull has therefore decided to streamline the contact channels with distributors that it has used to date (telephone, fax, and e-mail) so as to have continuous access to current data, which will make it easier to analyze the needs and potential of partners, and respond faster to changes taking place in the market. There is also a need to integrate with distributors’ external systems, in order to make sure that representatives have access to current stock data and to minimize the number of unprocessed orders.

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