Celsius CEO Explains How They Win in Energy Drinks
Odd Lots
Brand Building and Distribution Strategy at Target Stores
By strategically increasing the number of flavors and working closely with local managers, the brand was able to expand its presence in Target stores. The approach of creating a 'billboard' for the brand on shelves helped in incremental growth by attracting more consumers. This tactic also prevented cannibalization of sales when introducing new flavors. The limited time window of about 30 seconds at retail shelves emphasizes the importance of effective product placement and visibility. The brand progressed from being placed on warm shelves to occupying refrigerated sections and special dedicated refrigerators, showcasing successful brand building and distribution strategy at Target stores.
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