Positioning Strategy of Monster Energy - 1302 Words

As energy drink is yet a part of developing and new industry therefore Audience and Company Objectives are targets of Monster. The market of energy drink like monster energy is quite different from some other beverage industries. Monster energy drinks have become trendy part of society, but as some think the targeted market is unrestrained, wide or varied but it is not like that. In soon energy drink history, Athletes were the primary consumer when energy drinks were initially being sold in USA. This demonstrates that even primarily energy drinks were directed at a selected mass, a group of individuals with particular interests. Even though energy drinks’ consumer base has now prolonged beyond that of merely athletes, the target market is†¦show more content†¦As per the census in 2007 in US by US Census Bureau, this number is about 80 million. Hansen s Monster Energy drinks offer giant doses has high amount of sugar and caffeine in big black cans ornamented with claw marks in neon colours. Monster energy drinks’ scary packaging with a number of extreme sports sponsorships, positions it as an biggest competitor to Red Bull in such a fast emerging market worth $2 billion a year. Hansen got energized by Monster energy’s monster has monster energy’s slogan is â€Å"Unleash the beast†. The company got more than double sales since when it got introduced in April, 2002. In the year of 2005, Hansen got $20 million on sales of $180 million; however profit on sales of $80 million was just $3 million in the year 2001. Since then sales are getting more in turn gaining more profit. Due to such results, Hansen is able to earn high spot on BusinessWeek s annual ranking of Hot Growth Companies. Objective of Monster Energy is as Hansen has pushed the Monster brand with guerrilla marketing. Monster Energy’s team of ambassadors provide samples of monster energy drinks at different events, concerts and beach parties. Motocross, skateboarding competitions and surfing are being sponsored by Monster Energy. Hansen Company’s network of 300 independent distributors supplement the products in black monster vans by restocking specially designed racks inShow MoreRelatedMonster Energy Drink Target Audience and Company Objectives1190 Words   |  5 PagesConsumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, â€Å"hip† part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink his tory, when they were first being sold in the United States, athletes were the primary consumersRead MoreConcept Of Perceived Value Perception And Its Impact On Consumer Oriented1528 Words   |  7 Pagesconsumption of goods. Monster Energy Drink and big sports brand. Hansen Natural launched monster Energy into the market in 2002 and in the year 1997 Hansen introduced them to the energy market. They came up with the brand name Hansen energy. Even though they had established themselves in the soft drinks segment, the increasing market demand for the energy drinks in United States prompted them to introduce the monster energy drink brand. The main aim of Monster Energy was to cater to the customer‘sRead MoreThe Energy Beverage Segment Burst794 Words   |  4 PagesThe energy beverage segment burst on the scene in the early 2000’s to sky rocket to the top in the fastest growing nonalcoholic segment. The case study of Dr. Pepper Snapple Group’s senior management wanting to enter with their own brand to compete against the competition makes sense to try and capitalize on a growing market that is not demonstrating that it will decline in sales. The challenges that Dr. Pepper Snapple Group (DPS) would have to overcome in the energy beverage market will be similarRead MoreStrategic Marketing 3 March With Solution 2 3 4 5 1860 Words   |  8 Pagesthat Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB do in regard to Crescent’s pending launch? 3 2. What factors should influence the positioning of Crescent? (textbook chapter 7-8-9) 9 2.1 Crescent pure as Sports Drink 9 3. How is the market segmented? At what segment should Crescent be targeted? Fout! Bladwijzer niet gedefinieerd. 4. What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a healthy organic beverage? FoutRead MoreEnergy Drink and Red Bull6148 Words   |  25 Pagesare discounted. Conversely, all historical data are expressed in current terms; inflationary effects are taken into account. SOFT DRINKS OFF-TRADE RTD VOLUME 534.8 billion litres Bottled Water 192 billion litres Sports and Bottled and Energy Drinks Sports Energy Water 15 billion litres Drinks 205.1 billion 16.2 billion litres Concentrates litres 43 billion litres RTD Coffee 4.5 billion litres Disclaimer Much of the information in this briefing is of a statistical nature and, while every attemptRead MoreMarketing Plan For The V Fusion + Energy Product Line1269 Words   |  6 PagesMarketing Plan for the V Fusion + Energy Product Line Introduction The beverage V Fusion + Energy is committed to its customers by providing flavors that set it apart from competition and is made for the youth, especially teenagers and college students who explore an extreme lifestyle of sports and action. Therefore, the brand has created appeal to the target group’s natural desires and ambitions and seeks to fulfil that quest. The drink capitalizes on its different flavors and nutritive valueRead MoreEnergy Drink Marketing Report3887 Words   |  16 PagesExecutive summary This report provides analyses of the fast growing energy drink market and the top two companies of this sector, they are: Red Bull GmbH and Hansen Natural. The two companies sell Red Bull and Monster Energy drinks respectively. We will explore both company’s background information and their strategic marketing of differentiating from traditional soft drink industry and within the energy drink market itself. We found that the macro and micro environment of the industry and companyRead MoreBusiness Strategy Red Bull3319 Words   |  14 Pages.. 2 Financial overview .......................................................................... 2 Market-based view: market positioning .......................................... 3 Resource-based view: business system analysis .......................... 4 Current business strategy and competitive advantages ................. 5 3 Strategy analysis of Red Bull energy drink business .................................... 3 4 Recommendation proposal for Red Bull ..............................Read MoreInternational Marketing4703 Words   |  19 PagesCategorized as an energy drink, Red Bull was initially designed to â€Å"treat jet lag and boost energy for truck drivers† (Hollensen, 2012). In todays era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jà ¤gerbomb. This aligns with the companys focus on the younger generations of partygoers and post-secondary students.    Red Bull’s marketing strategy is one of the key factors in their success, they created Mobile Energy Team that consistsRead MoreRed Bull Energy Drink1614 Words   |  7 PagesRedbull Energy Drink - Presentation Transcript 1. It Gives You Wiings 2. Contents * Executive Summary * SWOT Analysis * Promotion Opportunity Analysis * Corporate Strategies * Integrated Marketing Communications Management * Media Plan * Evaluation amp; Control 3. Executive Summary * Red Bull can be called as a pioneer in the energy drink category worldwide. In India too, Red Bull was the brand that created