GROUP MEMBERS

ROSHNI SONI : 03 RAHUL SONIK : 04 VIVEK SINGH : 41 MANGESH SHIRDHANKAR : 42 LATASHA RAMNANI : 84

Introduction
Monster Energy is an energy drink, launched by Hansen Natural in 2002. The regular flavor comes in a black can with a green tearshaped M logo, implied to have been torn by the claws of a "monster". Monster Energy is advertised mainly through sponsorship of sporting events, including motocross, flag football, car racing, snowboarding and skateboarding

Business Situation
Current Advertising

No mass media Sports Party Lifestyle VIP access Trips with top musicians & athletes

Current Target
Athletes Men, aged 14 - 36 Extreme Sports, Gamers. Niche market Fashion world Flamboyante people

Primary Objectives
Change perceptions Increase consumption in populated economies Take market share

Marketing Strategies

Sponsorship in popular motorsports Attract the target market Customizing of vehicles for auto shows to create brand awareness Create recognition & an image in the eyes of the potential buyers

Strengths
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

Challenges
CONSUMER CHALLENGE Get top-of-mind awareness about the product. Change consumer perceptions about energy drinks.

BUSINESS CHALLENGE Take market share from smaller energy brands.

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.

Brand Benefits
If the brand has this attribute:
Convenience Portability Packaging Size Value

And the value of that benefit is:

Accessible and availability Sleek size of cans More caffeine/oz. - More energy Savings - More money for other things

Variety

You can choose according to your own taste preference

Top Energy Drink Brands

Brands Dollar Sales Market Share 09 40.2 (-2.4)
26.5 (+12.1) 12.3 (+.9) 8 (+4.4)

Monster Business:

Market Share 06 42.6

14.4 11.4 3.6

Red Bull
Monster Energy Rockstar Amp

$360,527,871,0 00
$237,661,408 $110,310,767 $71,746,840

Full Throttle
Doubleshot NOS Sobe No Fear

$35,873,420
$17,936,710 $13,452,533 $12,555,697

4 (-2.9)
2 (+2) 1.5 (+1.5) 1.4 (-4)

6.9
0 0 5.4

All Others
Category Total

$36,770,256
$896,835,500

4.1 (-11.6)
100

15.7
100

Market Share of Top U.S. Energy Drinks

2% 4% 8% Red Bull, 40% 2%

2% 1% 1%

1% Red Bull Monster Energy Rockstar Amp Full Throttle Doubleshot

12%

SOBE
Nos No Fear Private Label Vitamin Energy

Monster Energy, 26%

Jolt

Get Up and Go Campaign

Media Plan
Mobile Billboards:
Draws attention to a message by bringing it directly to the consumer

Bus/Transit:
Penetrates every part of a community Delivers high-profile exposure near point-of-purchase locations

Achieves market saturation and can reach a specific demographic target

100
80 60 40 20 0

Stickers:
Geographically providing coverage in and around specific venues

Jan-Mar Apr-June July-Sept Oct-Dec

Pulsed Media Schedule

Sale promotion techniques

Indulge youngsters Create brand awareness & image Potray an appropriate image Create awareness & willingness to purchase Niche market approach

 Monster vehicle promotions Free samples in colleges, pubs, clubs, gyms, events Organize events like music shows, official motorsport, adventure sports, music launches Collaboration with products of similar nature ex. Rock bands, car companies

 Custom vehicle shows Custom modified monster vehicles will attract attention and be a nice form of advertisement Monster energy goodies like caps, tshirts, lighters, key chains, bags, belts, stickers for vehicles etc.

 Organize events with new generation in mind Create an aura around the product Sponsor & organize fashion related events, fashion weeks etc, Sponsor reality shows like khatron ke khiladi Sponsor events related to bikes , car, racing

 Tie ups with manufacturers like Harley Davidson , Kawasaki, KTM etc to indulge bike enthusiasts Tie up with motorsport organizers in the country like Himalyan motorsport, western India autosport association Sponsor enthusiast events like republic day rides, drag race, road safety campaigns, support traffic police etc.

 Organize events with large mass appeal to the concerned target market Rock shows, dramatics, road shows, auto shows & exhibitions, Create awareness about road safety, public awareness on petty issues

 General forms of adverisement like hoardings Innovative forms like spaces on taxis , rickshaws, buses, intercity buses and trucks. Free promotions at restaurants, pubs, clubs, live concerts.

Thank You