marketing monster energy drink presentation
DESCRIPTION
How to effectively market Monster Energy drink by following their mission of using little to no mass marketing. From my Marketing Communications class at Indiana University.TRANSCRIPT
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Maggie Brown Brian Deremo
John KimAllison Murphy
Maggie Stalbaum
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AGENDA
SITUATION ANALYSISCREATIVE STRATEGY
CREATIVE EXECUTION
MEDIA PLAN
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Business SituationCurrent Advertising:• No mass media• Sports• Party Lifestyle• VIP access • Trips with top
musicians & athletes
Current Target:• Athletes• Men, aged 14 - 26 • Extreme Sports,
Gamers, Hip Hop.• “Lifestyle in a Can”
advertising
“Our guys walk the walk in action sports, punk rock music, partying, hangin’ with the girls, and living life on the edge.” -Monster’s Official Website
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Marketing Strategies
• During the Vans Warped Tour, a Monster bus hands out free energy drinks
• An official sponsor of the X Games
• Redeemable game codes on drinks for chance at winning prizes
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Monster BusinessStrengths• Strong brand identity• Well-defined target market• Large product depth
Weaknesses• Limited marketplace reach• No top-of-mind awareness• No use of main stream media
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Monster Business:Top Energy Drink Brands
Brands Dollar Sales
Market Share ‘09
Market Share ‘06
Red Bull $360,527,871,000
40.2 (-2.4)
42.6
Monster Energy
$237,661,408
26.5 (+12.1)
14.4
Rockstar $110,310,767
12.3 (+.9)
11.4
Amp $71,746,840
8 (+4.4) 3.6
Full Throttle $35,873,420
4 (-2.9) 6.9
Doubleshot $17,936,710
2 (+2) 0
NOS $13,452,533
1.5 (+1.5)
0
Sobe No Fear $12,555,697
1.4 (-4) 5.4
All Others $36,770,256
4.1 (-11.6)
15.7
Category Total $896,835,500
100 100
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Challenges
CONSUMER CHALLENGE: Get top-of-mind awareness
Change consumer perceptions
BUSINESS CHALLENGE: Take market share from smaller energy
brands
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Red Bull40%
Monster Energy
26%
12%
8%
4%2%2%
2% 1% 1%1%
Market Share of Top U.S. Energy Drinks (2009)
Red BullMonster EnergyRockstarAmpFull ThrottleDoubleshotSOBENosNo FearPrivate LabelVitamin EnergyJolt
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Perceptual Map
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Target ProfileKYLE KELLY
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Brand BenefitsIf the brand has this attribute:
And the value of that benefit is:
Convenience/Portability
Easier to carry - Accessible
Health Healthier alternative
Packaging Size More caffeine/oz. - More energy
Value Savings - More money for other things
Variety You can choose according to your own taste preference
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Brand Promise
• Together with Monster Energy, the target can maximize their lifestyle.
To 18-28 year olds who live exciting and fast-paced lifestyles , Monster Energy is the energy drink that helps them perform better and get more done because of its larger packaging sizes, which provide more caffeine and supplements in each can.
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Primary Objectives
• Change perceptions• Increase top of mind
recall• Take market share
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“Get Up and Go” Campaign
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Media Plan
Jan-
Mar
Apr-J
une
July-S
ept
Oct-D
ec0
20
40
60
80
100
Pulsed Me-dia Sched...
Bus/Transit:
Stickers:
Mobile Billboards:• Penetrates every part of a
community• Delivers high-profile
exposure near point-of-purchase locations
• Draws attention to a message by bringing it directly to the consumer• Achieves market saturation and can reach a specific demographic target
• Geographically providing coverage in and around specific venues
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Why our plan works:
Outdoor advertising provides the lowest cost per thousand, while maintaining the highest frequency.
Newspaper
TV Radio Outdoor02468
1012141618
CPM
Newsp
aper TV
Radio
Outdo
or02468
10 Freque...
Source: Clear Channel Outdoor 2009 Media Kit
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Seasonal Allocation of Media Dollars
Jan-Mar Apr-June July-Sept Oct-Dec05
101520253035 Bus/Transit
Mobile BilboardsStickers
Months Sales (in millions)
Budget (in millions)
Vehicle
Jan-Mar $24.58 $1.5 Bus
Apr-June $49.77 $7.4 Bus, mobile billboards, stickers
July-Sept $44.30 $6.8 Bus, mobile billboards, stickers
Oct-Dec $26.19 $1.5 Bus
$$
$
$$
$$$
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Questions?