Consumer Behavior Monster Energy Target Market Because the energy drink is still part of a new and developing industry, the energy drink target market is different than in some of the other beverage industries. Monster energy drinks have become a very popular, “hip” part of society, but the market at which they are aimed is not as wide and expansive, or diverse, as some might think. Early in energy drink history, when they were first being sold in the United States, athletes were the primary consumers. This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries. When thinking about the energy drink target market, it is important to consider who is most receptive to the purported effects of the beverages. Although everyone is susceptible to the fatigue of the super-charged, over-worked lifestyle, young people are especially vulnerable to persistent exhaustion and insufficient energy. This group of people, more specifically male teenagers and people in their 20s, are also most likely to believe in the veracity of the energy drinks’ claims. As a result, the majority of energy drinks are developed for and advertised to this younger generation. In addition to focusing on a specific age group, many energy drink companies are even more exclusive in their marketing efforts, gearing their products and advertising to appeal to very specialized groups, such as gamers, extreme sports enthusiasts, and the hip-hop crowd. The effects of this emphasis on such a target market can be seen in the advertising campaigns of the energy drinks. Many of the names of the beverages, such as Monster LoCarb appeal to these specific consumers and the marketing strategies that revolve around sponsoring public events or celebrity endorsements reflect this focus. The...
Glucose - C6H12O6
Glucose is the body’s preferred fuel. Standard energydrinks contain a lot of sugar
It’s a carbohydrate and a lot of exercise regimen suggests a good dose of carbohydrates for workouts lasting more than an hour.
Caffeine - C8H10N4O2
Caffeine stimulates the central nervous system giving the body a sense of alertness as well as dilates blood vessels. It raises heart rate and blood pressure and dehydrates the body.
Guarana Inositol- C6H12O6
Guarana comes from a plant native to South America. Amazonians have used it for a long time to increase alertness and energy.
L-Carnitine is an amino acid created naturally by the liver and kidneys. This amino acid helps speed up the metabolism and increase energy levels.
It may act as a thermogenic to help increase endurance during exercise. The jury’s still out on whether or not you need to supplement L-Carnitine.
Glucuronolactone - C6H8O6
It is placed in energydrinks because it is believed to help prevent glycogen depletion by preventing other substances from depleting glycogen supplies in the muscles.
Red Bull EnergyDrink
Taurine is an amino acid that is naturally produced by the human body. However, the version found in energydrinks is manufactured.
...International Marketing Plan
Introduction of MonsterEnergyDrinks into the Australian Market
International Marketing Plan
Introducing MonsterEnergyDrinks into the Australian Market
MonsterEnergy is an American brand of energydrink created and marketed by Hansen Natural Corporation. Monster calls itself the meanestenergydrink on the planet. It’s a big hit in the United States that delivers twice the buzz of a regular energydrink. Monster’s US portfolio includes the flagship Monster and Lo-carb plus specially blended hybrid energy + juice, energy + soda, and coffee + energy products. Monster is the US 16 oz. segment leader, with sales nearly double that of the next closest 16 oz. competitor.
The energydrink category to a large extent is image driven. The Monster design is aggressive without being intimidating. Monster’s proprietary energy blend is a combination of the right ingredients in the right proportion to deliver what the energydrink consumer is looking for, the “energy buzz!” For more product information, see Appendix I.
...Tate Comp 1 Tonkawa December 3, 2008 MonsterEnergyDrink: On Top of the Game. The can stands at approximately six inches tall and only has 16 ounces inside of the can. The can is made out of aluminum and is very easy to carry around wherever you are going. It’s tab at the top of the can matches the color of the Monster that it goes with. Some people would say that Red Bull is better because it “improves performance and increases concentration (redbullusa)”, but I find that when I drink a Monster that it does the same exact thing without the crash and burn effects like Red Bull. Monsters also give you more to drink and enjoy unlike Red Bulls which only gives you 8 ounces to enjoy, which, let’s face it, isn’t very much to drink if you are very thirsty. I, for one, have tried both the Red Bull and the Monsterenergydrinks, and I, being a college student, like the Monsterenergydrink not only for its cheap price at convenience stores but for its amazing taste. The taste of a Monsterenergydrink is hard to describe, but I think it kind of tastes like some sugar powder out of a Pixie Stix. The Monsterenergy also gives you more to drink and will give the same amount of...
...Who is your targetaudience?
What type of information does your group seek to gain through this research? What questions were you unable to answer through secondary research?
In our primary research we wish to gain extensive insight into how college students function in their daily lives and what types of GrubHub marketing techniques would be most successful in reaching them. From our secondary research we have already learned that college students tend to be price sensitive, short on time and always appreciate convenience. What we don’t know however, is what element of the GrubHub service, if developed correctly, would establish this service as irresistible and irreplaceable to the student demographic. In surveying student groups from both urban and rural schools we will be able to get a well rounded idea of what GrubHub features would be most popular and which would encourage more frequent participation by both the students and the vendors.
Our secondary research did uncover a lot of information on GrubHub itself, the vendors who choose to partner with GrubHub and the consumers who use the service to place their food orders. While all of this information is useful in developing a basis of understanding, the problem remains that the majority of this data is already well known and does little to uncover new (valuable) information. In actually speaking with the current parties involved through focus groups and surveys we will be able to...
...force with the greatest effect on profitability of new entrants is a threat of entry.
The market for energydrinks, sports drinks and vitamin-enhanced drinks is changing in several ways. There is innovation of products with the rise of drinks containing additional nutrients and introduction of energy shots. Furthermore, the industry is also considering consolidation options in an attempt of reducing distribution costs, for example Coca-Cola distributed Hansen’s Monsterenergydrink. The drivers of change are changes in the long-term growth rate, industry consolidation and introduction of new innovative products into the industry. The forces individually or collectively may not cause big changes in the attractiveness of the industry. The reason for that is there is no evidence that the big companies of alternative beverages will practice unhealthy and aggressive competition for market dominance.
My strategic group map of energydrinks, sports drink and vitamin enhanced beverage industry is categorized by considering the scope of geographic distribution of producers and brand portfolio. Pepsi and Coca-Cola are positioned favorably since they compete internationally and have a strong brand portfolio. Hansen Natural is a dominant brand company since...
8 Related ResearchWikis
Energydrinks are non-alcoholic beverages which are intended to provide a quick burst of high energy to the consumer. These may be prepared with a composition of methylxanthines, caffeine, natural flavors, some herbal components or specific vitamins including Vitamins B. They may also contain taurine, guarana, maltodextrin, ginseng, carnitine, inositol, glucuronolactone, creatine and ginkgobiloba. Most products include artificial sugar. The primary active component is generally caffeine.
Japan and Thailand have a longer history of energydrinks and the use of caffeine has been a key ingredient in those countries. Energydrinks acting as an alternative to coffee were first introduced in Europe. The market received a significant boost when Red Bull entered the US market in 1997. After this successful market introduction, various beverage companies including Coca-Cola and Pepsi entered the market. Austria-based Red Bull remains the market leader though with an approximate market share of 65%. According to Beverage Marketing, the growth rate of this industry had been doubling every since the late 90s. The current U.S. domestic market may be approximately $4 billion, expected to grow to an estimated US $10 billion by 2010.
Recent years have witnessed the emergence of several new energy...
The use of energydrinks in the United States has increased more than the controversial consumption of regular sodas. According to Coca-Cola executives, profits from energy products since 2005 through 2008 will total $540 million, compared with $210 million for regular soft drinks, $130 million for bottled water and $290 million for sports drinks (Warner). So what is it about this drinks that make them more popular than our pure and vital water? The answer is very simple; our hectic lifestyles. Today’s society is filled with exhaustion and high stress levels; many people rely on energydrinks to give them that second wind, which helps them stay awake through a test, and even revive them for a party. According to Simmons Research, thirty-one percent of teenagers in the United States say they drinkenergydrinks on a regular basis. People use energydrinks to boost their energy so they can be able to perform better, but because energydrinks contain ingredients that harm the human body they should be banned all over the world.
There are some factors that increase the popularity of energydrinks. For example the easy to grab structure in which they are packed. The small container...
...Table of Contents
Company Introduction -------------------------------------------------------3
Marketing Strategy -----------------------------------------------------------4
Marketing Mix -----------------------------------------------------------------4-6
MonsterEnergy was introduced in the market in the year 2002 by Hansen Natural Corporation. It is manufactured by Monster Beverage Company of Corona, California (Boyle, 2006). Hansen Natural Corporation is a beverage company founded in 1935. At the time, the company made juices and natural sodas but was virtually unknown outside California (Boyle, 2006). In the 1930’s, Hubert Hansen and his sons started to sell fresh, non-pasteurized juices to retailers in Southern California including some film studios under the Hansen’s name. Later in the following years, the grandson of Hubert, Tim Hansen, developed numerous Natural sodas and 100% juices also under the Hansen’s brand. (The Hansens Story, 2011)
The name “Monster” was thought up by Mark Hall, a salesman at the moment, who...