This partnership has resulted in ~29% of net sales in 2013 for the Monster Beverage Corporation. With such distribution support, Monster Energy can push its niche products to specific nations including the Middle East, South America, and Asia. This helps them penetrate the market in other countries very easily compared to other brands in this space. PlacementĬoca-Cola company helps Monster drink with its distribution strategy. These colors are also maintained across its other marketing mix including social media marketing and website design that uses a dark-mode-like color scheme. The logo too is hard to miss and unique compared to other typical logo designs, which also made it viral. Red Bull and Monster both have similar brand messages and target audiences, but Monster Energy tends to use more vibrant colors and loud designs in its overall branding to differentiate.ĭarker colors like Black, Purple, and Red and brighter colors like Yellow, white, etc together create an eye-catching design that's easy to spot. The Monster Energy company partnered with him for releasing a sugar-free Monster drink. Some of its key influencers include Formula One driver Lewis Hamilton. Features of sportspersons such as interviews, doing commentator rounds post games, filming lives, or creating short documentaries on various adventure sports also help the company align as a part of its positioning strategies. Many professional and amateur athletes get featured across its many influencer marketing campaigns and social media profiles to ride onto their popularity. It continuously creates engaging and informative content for its YouTube, Tik Tok, and strikes conversations on the rest of the social media platforms around topics like cars, bikes, films, interviews with experts, etc. SEO strategies and content marketing also form a key to its overall digital marketing. A lot of product sampling is carried out in these music events and games that allow people to taste their products. Other than this, Monster Beverage Corporation also actively invests in traditional marketing techniques like sponsoring sporting events and music festivals. Monster Energy has built a social media audience, with its Instagram having more than 8.2 million followers and 3+ million subscribers on YouTube.Ī quick look into its posts depicts the efforts to build emotional connection via imagery of sports, adventure, danger, action, and chaos. This is evident in its social media and the engaging content it creates that suits certain habits of its customer base. PromotionĪ core part of its marketing strategies involves using trait positioning so that it can promote the benefits of its products to a particular target audience. Such a pricing strategy is suitable for the targeting strategy of 18-35-year-old potential consumers where they may choose Monster brand to save costs. Monster Energy drink also comes with more quantity in its can, where it offers 16 oz compared to 8 oz of Red Bull for the same price. Its competitor Red Bull is priced at a premium, while Monster drink uses a lower pricing strategy as a competitive advantage while providing similar products in the market. PricingĪs a part of its targeting strategies, Monster Energy is priced at a lower segment compared to other brands. It also provides exceptional tastes to its products to differentiate from other energy drink brands. Such diversity helps them cater to consumers changing taste palette.Įven though it offers a wide variety of energy drinks and beyond, the company's marketing strategy and brand voice are manly with a target audience of bikers, sports enthusiasts, musicians, etc. As a result, Monster beverage caters to coffee, juices, sodas, tea, energy drinks, flavored drinks, etc. Thus, Monster Beverage Corporation uses psychographic segmentation in deciding its product lines. Monster MAXX which tastes like fine champagne Reign Total Body Fuel for fitness enthusiasts Monster Ultra - for sugar-free Monster drink Monster Energy company's products are diversified and well-segmented as below examples -Įspresso Monster- a milk and coffee blend Its target audience includes people aged 18-34 who are looking forward to building an active lifestyle that includes exercise, extreme sports, enjoy gaming, or watching sporting events. The Monster drink has developed 34 distinct products that help them capture a wide variety of target market apart from its core consumers of energy drinks. Let us understand its marketing strategy further via 4P analysis: Product Overall, the company positions itself as an energy drinks brand that caters to those who love adventure, sports, and action. Monster energy's marketing strategy is a good lesson in positioning strategy by being in a niche industry and aggressive demographic segmentation principles. The marketing strategy of Monster Energy drink brands
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