Professional Documents
Culture Documents
AGENDA
SITUATION ANALYSIS CREATIVE STRATEGY CREATIVE EXECUTION MEDIA PLAN
Business Situation
Current 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. -Monsters Official Website
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
Monster Business
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
Monster Business:
Top Energy Drink Brands
Brands Dollar Sales Market Share 09 40.2 (-2.4)
26.5 (+12.1) 12.3 (+.9) 8 (+4.4)
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
Challenges
CONSUMER CHALLENGE: Get top-of-mind awareness Change consumer perceptions
2%
2% 1% 1% 1%
Doubleshot
SOBE 12% Nos No Fear Private Label Vitamin Energy Jolt
Perceptual Map
Target Profile
KYLE KELLY
Brand Benefits
If the brand has this attribute:
Convenience/Portability Health Packaging Size Value
Variety
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.
Primary Objectives
Change perceptions Increase top of mind recall Take market share
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
100
80 60 40 20 0
Stickers:
Geographically providing coverage in and around specific venues
18 16 14 12 10 8 6 4 2 0 Newspaper TV Radio
CPM
10 8 6 4 2 0
Frequency
Outdoor
Questions?