Data Analysis: Red Bull Account Sales

0
 Sales Growth by Account and Account Type
(Bars and Restaurants)

Sales to Bars Sales to Restaurants

12000 12000

Bar 13 Restaurant 5
10000 Bar 14 10000 Restaurant 12
Bar 4 Restaurant 6
Bar 3 Restaurant 10
8000 8000
Bar 8 Restaurant 3
Sales Quantity

Sales Quantity
Bar 1 Restaurant 14
6000 Bar 5 6000 Restaurant 7
Bar 10 Restaurant 9
Bar 6 Restaurant 1
4000 4000
Bar 12 Restaurant 15
Bar 2 Restaurant 2
2000 Bar 11 2000 Restaurant 13
Bar 9 Restaurant 4
Bar 15 Restaurant 11
0 0
Bar 7 Restaurant 8
2017 2018 2019 2020 2021 2017 2018 2019 2020 2021
Year Year

1
 Sales Growth by Account and Account Type (Nightclubs
and Event Venues)

Sales to Event Venues Sales to Nightclubs

12000 12000

Event Venue 11 Nightclub 2

10000 Event Venue 2 10000 Nightclub 10
Event Venue 5 Nightclub 15
Event Venue 10 Nightclub 9
8000 8000
Event Venue 7 Nightclub 7
Sales Quantity

Sales Quantity
Event Venue 13 Nightclub 12
6000 Event Venue 15 6000 Nightclub 5
Event Venue 9 Nightclub 14
Event Venue 6 Nightclub 6
4000 4000
Event Venue 14 Nightclub 1
Event Venue 3 Nightclub 4
2000 Event Venue 8 2000 Nightclub 3
Event Venue 12 Nightclub 13
Event Venue 4 Nightclub 8
0 0
Event Venue 1 Nightclub 11
2017 2018 2019 2020 2021 2017 2018 2019 2020 2021
Year Year

2
 Best and Worst Performing Accounts by Account Type
(5 Year CAGR)

Top 2 Bar Restaurant Club Event Venue

Accounts
Bar 13 Restaurant 5 Nightclub 2 Event Venue 11
Bar 14 Restaurant 12 Nightclub 10 Event Venue 2

Bottom 2 Bar Restaurant Club Event Venue

Accounts
Bar 7 Restaurant 8 Nightclub 11 Event Venue 1
Bar 15 Restaurant 11 Nightclub 8 Event Venue 4

3
Total Sales by Account Type and Year

Sales by Account Type and Year

120000

100000

80000

60000

40000

20000

0
2017 2018 2019 2020 2021

Bar Restaurant Nightclub Event Venue

4
Observations and Key Takeaways

Account Sales – Highest Performing

• Sales to Bar 13, Nightclub 5, and Event Venue 11 have recently grown rapidly; consider what is working well there and apply
that to other accounts of those types
• Bar 13 has the highest 5-year CAGR of all these accounts, followed by Restaurant 5 and Nightclub 2. Need to determine
what has worked so well consistently across those accounts and apply those best practices to our other accounts.

Account Sales – Lowest Performing

• Event Venue 1 has the worst 5-year CAGR (sales decline) of all these accounts, followed by Bar 7 and Restaurant 8.
• Consider a project to understand the circumstances and purchasing decision process used at those accounts to figure out
what could be done better.

Account Sales – Mix

• While all four account types have shown strong overall 5-year growth, the relative account type mix has changed; bars were
the largest source of sales, but nightclubs have overtaken the top spot in our sales mix
• The data suggest that wider assortment might be correlated to higher sales; Consider a test program to offer incentives to
stock a wider assortment and see if that correlation is confirmed.

Marketing and Promotion Effectiveness

• Bars with the highest sales growth tend to have the most promotion programs implemented
• Coolers appear to be very effective at driving sales growth in all account types
• Display screens appear to be very effective at driving sales in night clubs; consider driving more display screens in nightclub
accounts
• Menu inclusion appears to be effective at driving sales growth in restaurants
• None of the programs except coolers appear to be effective in Event Venues; consider adding more coolers and developing
new programs for those accounts