Understanding the Customer Marketing Project: Market Research/Survey

1. Team 1
Michela Caltran | Roushan Kumar | Roman Malyshev
Francis Martinez | Gregory Vanhaute | Ding Zhao

2. Agenda
♦ Java Monster
♦ Market Research
♦ Target Market
♦ Differentiation
♦ Positioning
♦ Marketing Strategy
♦ Conclusion

3. ♦ Java Monster is a line of coffee
flavored energy drinks from the
makers of Monster Energy Drink.
♦ Java Monster is available in 6
different flavors, but most
locations don’t have them all in
stock at the same time.

4. ♦ Demographics
MARKET RESEARCH
63%
37%
Gender
Male
Female
0
20
40
60
80
100
Under 18
years old
18-29 30-49 50 years
and over
Age
0 10 20 30 40 50 60 70
Student
Professional
Not Employed
Other
Occupation

5. MARKET RESEARCH
64%
36%
Do you buy Energy
Drinks?
Yes
No
0 5 10 15 20 25 30 35
Other
Sport
Parties
At work
Studying
In which occasion do you drink an
Energy Drink?
22% buy an energy drink
at least once a week.
♦ Market Trends and Growth
54% would be interested in buying a
coffee flavored energy drink like Java
Monster.

6. MARKET RESEARCH
♦ Customer Decision Process
0
10
20
30
40
50
60
70
In-store Vending
machines
Other
Where do you usually buy
energy drinks?
62% consider Flavor very important.
47% consider Price quite important.

7. Target MArket
Identify
product-
related
Need Sets
Identify
Groups
with this
Need Set
Define the
Segment
♦ Tasty Flavor
♦ Energy and
Concentration
♦ Nice branding
♦ Coffee taste but Ice
cold
♦ Lower price
♦ Students that drink
coffee
♦ People that like
cold coffee
♦ People that dislike
Redbull
♦ Male students
and Young
professionals
♦ 18-29
♦ United States

8. Differentiation
♦ A unique combination of art and science
♦ Targets a different segment
♦ Contains less fat and caffeine than some existing products
such as “Mega Buck” bottled coffee
♦ Variety of flavors:
o Loca Moca
o Kona Blend
o Irish Blend
o Mean Bean
o Cappuccino
o Vanilla light
How is Monster Java line different from what competitors have to offer?

9. Positioning
Price Fixed and
variable costs
Competition
Value
Proposed
positioning
strategies
Willingness
to pay
Placement Online:
Amazon
Gas stations
Walgreens
and CVS
Supermarket
Vending
machines in
school and
libraries

10. Marketing Strategy
Marketing Campaign [U.S.]
♦ Free Drink for Final Exam
♦ College Design Contest
for Monster’s vending
machine/poster/mascot
♦ Blindfold Tasting
Challenge: Monster VS
Red Bull
♦ Discount, free sample
and coupons
Offline Online
Offline stores
Vending Machines:
Schools and offices
Official website &
Social Media
(Owned Media)
Online ads
(Paid Media)
Online shopping

11. Conclusion
♦ Monster Java line is considered the future of energy drinks
according to Monster
♦ This line is targeting students and young professionals, whose
buying power is supposed to help Monster compete against Red
Bull and other major competitors
♦ With this line Monster steps out of their comfort zone in order to
gain popularity and make a statement in the market
♦ Monster is already one of the top energy drink brands in the US,
but with this line they hope to take their business to a new level.

12. Thank You!