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GROUP MEMBERSROSHNI SONI : 03

RAHUL SONIK : 04

VIVEK SINGH : 41

MANGESH SHIRDHANKAR : 42

LATASHA RAMNANI : 84

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Introduction Monster Energy is an energy

drink, launched by HansenNatural in 2002.

The regular flavor comes in a

black can with a green tear-shaped M logo, implied to havebeen torn by the claws of a"monster".

Monster Energy is advertised

mainly through sponsorship ofsporting events, includingmotocross, flag football, carracing, snowboarding andskateboarding

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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 - 36

Extreme Sports,

Gamers.

Niche market

Fashion world

Flamboyante people

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Primary Objectives

Change perceptions

Increase consumption in

populated economies

Take market share

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Marketing Strategies

Sponsorship in popular motorsports Attract the target market

Customizing of vehicles for auto shows to create brandawareness

Create recognition & an image in the eyes of the potential

buyers

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Strengths

Strong brand identityWell-defined target market

Large product depth

Weaknesses

Limited marketplace reachNo top-of-mind awareness

No use of main stream media

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Challenges CONSUMER CHALLENGE

Get top-of-mind awareness about the product.

Change consumer perceptions about energydrinks.

BUSINESS CHALLENGETake market share from smaller energy brands.

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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 , MonsterEnergy is the energy drink that helps

them perform better and get more

done because of its larger packaging

sizes, which provide more caffeineand supplements in each can.

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Brand BenefitsIf the brand has thisattribute:

And the value of thatbenefit is:

Convenience Accessible and availability

Portability Sleek size of cans

Packaging Size More caffeine/oz. - Moreenergy

Value Savings - More money forother things

Variety You can choose according toyour own taste preference

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Monster Business:Top Energy Drink Brands

Brands Dollar Sales MarketShare 09

MarketShare 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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Red Bull, 40%

Monster Energy,

26%

12%

8%

4%

2% 2%

2% 1% 1%1%

Market Share of Top U.S. EnergyDrinksRed Bull

Monster Energy

Rockstar

Amp

Full Throttle

Doubleshot

SOBE

Nos

No Fear

Private Label

Vitamin Energy

Jolt

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Get Up and Go Campaign

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Media Plan

0

20

40

60

80

100

Jan-Mar Apr-June July-Sept Oct-DecPulsed Media

Schedule

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 specificvenues

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Sale promotion techniques

Indulge youngsters

Create brand awareness & image

Potray an appropriate image Create awareness & willingness to purchase

Niche market approach

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Monster vehicle

promotions

Free samples in colleges,pubs, clubs, gyms, events

Organize events like music

shows, official motorsport,adventure sports, music

launches

Collaboration withproducts of similar nature

ex. Rock bands, car

companies

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Custom vehicle shows

Custom modified monster vehicleswill attract attention and be a niceform of advertisement

Monster energy goodies like caps,tshirts, lighters, key chains, bags,

belts, stickers for vehicles etc.

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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

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Tie ups withmanufacturers like HarleyDavidson , Kawasaki, KTM

etc to indulge bikeenthusiasts

Tie up with motorsportorganizers in the country

like Himalyan motorsport,western India autosportassociation

Sponsor enthusiast events

like republic day rides,drag race, road safetycampaigns, support trafficpolice etc.

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Organize events with large mass appeal tothe concerned target market

Rock shows, dramatics, road shows, autoshows & exhibitions,

Create awareness about road safety, publicawareness on petty issues

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General forms of

adverisement like

hoardingsInnovative forms

like spaces on

taxis , rickshaws,buses, intercity

buses and trucks.

Free promotionsat restaurants,

pubs, clubs, live

concerts.

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Thank You