WHAT IS MONSTER:• An energy drink that delivers fuel to your body

• Great tasting, long lasting

BRAND VALUES:• An energy drink for an edgy and young market

• Fuels your ability to work hard• Gives a lasting sensation without any crash and

burn

POSITIONING AND COMPETITVE ADVANTAGE:• Energy drink, in the same field as other energy

drinks• Marketed as a drink with attitude

• Targeted toward a young male audience

DIFFERENTIAL ADVANTAGE:• Multiple flavors

• No crash and burn

CURRENT CORE TARGET AUDIENCE:• Males from 16-25

KEY CUSTOMER VALUES:• Long lasting• No crash and burn• Perfect for day or night• Looks cool to have

Increase revenue by 10% by expanding market share of students in the United Kingdom, 16-25 year olds, by 24% within the next 24 months

• Increase brand awareness• Promote a 24/7 life style• Encourage routine repeat purchases• Increase female consumers

• Capture a larger market• Increase sales and profit• Positive ripple effect

Rev The Mind• Accelerate your performance• Provide sustainable energy• 24/7 life style• Hardcore• Unisex• The ‘it’ factor

Conventional

Guerrilla•Mass Media•Sponsorships•Social Media•Product Placement

•On Campus

Mass Media

• Commercials TV, YoutubeCinema• AdvertisementPostersBanners• Website

Product placement

TV programme -Gossip girls, Prison break, 24Magazine -Nuts, Sky sportsCelebrities -Lady Gaga or Pink video clips

Social Media

• Facebook• Twitter• Youtube• Flikr• MySpace• Banners

Mobile Marketing

• Targeted market• Promotions

• Lady Gaga and/or Pink concerts• Sponsor student art projects eg art/music/film

-Follows brand image of “Rev The Mind”

Guerrilla Marketing - On Campus:• Sponsor Student Unions• Monster run Student Nights:

-Cheap Shots with Monster Mixer-Fancy Dress (Monster Attire)

• Stock more Monster in shops on campus• Advertise Monster’s gig nights and

festivals

Objective1: Raise awareness about the brand

• Survey - young people (16-25)• Official website access volume• Youtube view rates, number of ‘likes’ on Facebook, number of ‘followers’ on Twitter

• Number of inquiries to Hansel Natural about Monster

• TV audience

Objective2: Increase market shareIncrease in sales (weekly)

• Sample (16-25)

Limitation: sales are also affected by competitors’ actions, product features, price etc.

Thank You!