Download - monster marketing plan
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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?