Maggie Brown Brian Deremo

John KimAllison Murphy

Maggie Stalbaum

AGENDA

SITUATION ANALYSISCREATIVE STRATEGY

CREATIVE EXECUTION

MEDIA PLAN

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

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 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

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

Challenges

CONSUMER CHALLENGE: Get top-of-mind awareness

Change consumer perceptions

BUSINESS CHALLENGE: Take market share from smaller energy

brands

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

Perceptual Map

Target ProfileKYLE KELLY

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

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

“Get Up and Go” Campaign

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

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

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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$

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Questions?