essay

Group 6 - Team Monsters

Group 6 - Team Monsters

Brand chosen - Monster Beverage

Features and Benefits

Features:

· Contain four B vitamins; vitamin B-12, vitamin B-6, riboflavin and niacin.[footnoteRef:0] For example, vitamin B-12 prevent against an array of chronic diseases.[footnoteRef:1] [0: What Are the Benefits of Monster Energy Drinks? (2011, July 8). Retrieved from https://www.livestrong.com/article/308744-what-are-the-benefits-of-monster-energy-drinks/] [1: Vitamin B12 and health. (2008, April 1). Retrieved from https://www.cfp.ca/content/54/4/536.short]

· Contain 80 milligrams of caffeine[footnoteRef:2] Caffeine instantly enhances performance and mood. [2: Top 10 Energy Drink Benefits. (n.d.). Retrieved from https://www.caffeineinformer.com/energy-drink-benefits]

· Provide wide range of options[footnoteRef:3] Monster Energy Drink has many product lines of the company such as Monster Rehab Tea and Energy and Monster Energy Zero Ultra. [3: Energy Drink. (2019, June 5). Retrieved from https://healthtrends.com/energy-drink/]

· Choices of different flavors to satisfy different customer preferences. Monster Energy drinks offers many flavors like original Monster Energy, Monster Energy Absolutely Zero, Monster Mule Ginger Brew, Monster Assault Energy etc.

Benefits:

· Make customers meet their daily needs Energy drinks help customers gain better health.

· Customers gain the boost of energy. Reduce feelings of tiredness.

· Customers can choose a variety of flavor and functions With more options, customers can select their preferred flavor.

· It’s convenient to drink Unlike coffee, Monster Energy drink doesn’t need to be heated or brewed.

· Customers can pay less to get the same level of boost of energy as other beverages which cost higher. Monster Energy Drink is relatively affordable compared with other caffeine drinks. 16 oz. Monster Energy Drink costs $1.99 per can while a Starbucks’ cold brew coffee costs $3.95 (twice as much as the price of Monster’s product).

Positioning Statement

For individuals living an exciting and adventurous lifestyle, Monster Energy Drink provides customers a boost of energy with a wide range of refreshing flavors to support their energetic activities and inspire them to continue doing what they love.

Selected Brand’s Customers

According to the CEO of Monster Energy Drink, the targeted customers are 18 - 25 years old males who are interested in sports or extreme activities.[footnoteRef:4] From our research, we found that customers of Monster Energy Drink can be categorised into three segmentations as below. [4: Monster Energy Drink Target Audience and Company Objectives. (2017, Feb 21). Retrived from https://studymoose.com/monster-energy-drink-target-audience-and-company-objectives-essay]

	Sport lovers	Gamers	Extreme sports athletes
Demographics	Adults 18 - 34 years old Males Construction and maintenance $1,000- 3,000	People 18 - 24 years old Males & females College student, Teenagesas $1,000- 2,500	Adults 25 - 44 years old Males & females Athletes $4,600 - 10,000
Psychographics	Active and fast paced lifestyle	Game lovers Pro E-sport athletes	Seek for excitement in life
Motivations	Value wellness Therapeutic value Need for reducing anxiety from work	Enhance gaming performance, refresh minds to be more focused	Challenge themselves for personal satisfaction
Behaviors	Watching sport games and competitions for fun and for self-motivation. Reading sports magazine. Professional athletes who train themselves on a daily basis.	Participating E-gaming competitions Going to bed late Joining social gathering events Watching E-sport tournament on Youtube or Twitch.	Maintain high physical energy level, support muscle functioning, training aids Watching TV/Youtube channel/League/
Technographics	TV Mobile to connected with friends Mobile Applications Ex. Nike Plus Streaming Services Ex. Hulu	Gaming computers Mobile games Ex. PubG Home Video Game Console Ex. PlayStation Streaming Services Ex. Netflix, Twitch	TV Youtube Magazines Radio Podcast Streaming Services Ex. Netflix, YoutubeTV

For this marketing campaign, our team chose to target all three segmentations considering the potential of Monster Energy brand.