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Monster Presentation

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A presentation on Monsters Position in the Market using secondary and primary research.

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Monster Presentation

  1. 1. Team Monster Unleash The Beast Brought to you by: Richard Brown, Rachel Lichtman, Reesa Arshoff, Noah Diamond, Sarah D`ambrosio
  2. 2. Objective To determine and develop strategies for Monster Energy Drink to improve its position in the energy drink market
  3. 3. What You Will Learn Tonight... Secondary Research: • Market size • Segments • Growth rate • Per capital consumption • Channels of distribution • Product pricing in Canada • Major competitors
  4. 4. What You Will Learn Tonight... Primary Research • Main purchasing criteria • Monster versus Competitors
  5. 5. Market Segments Demographics males and females, children, students adults and seniors Psychographics - boost of energy - health hazards - Nutritional content
  6. 6. Market and Market Size Energy drinks increase energy levels and alertness. 200+ companies and 300+ brands in North America The volume market size in 2009 was 40 million Liters The dollar market size in 2009 was $319.4 million, a 14% increase from 2008 http://www.youtube.com/watch?v=6tCZkFzQoVI&feature=related
  7. 7. Market Growth Rate and Per Capita Consumption Forecasted to grow by $72.5 million or 22.7% from 2009 to 2014. In 2009 consumed 1.2 liters of energy drinks per person, In 2014 predicted to reach 1.3 liters per person by 2014 0 10 20 30 40 50 60 70 1 2 3 4 5
  8. 8. Distribution Channels Distributed by Coca Cola. 83.5%  independent retailers, supermarkets, and on-trade establishments  17.5%  specialty retailers, convenience stores, vending machines, drugstores, service stations, and department stores
  9. 9. Competition Red Bull 32% Monster 28% Rockstar 9% Other 31%
  10. 10. Market Leaders Year Market Leader 2008 Red Bull 2009 Monster 2010 Red Bull
  11. 11. Versus Quarter Total Market Monster Red Bull Q4 2009 +3.7% +12.2% +9.4% Q1 2010 +7.5% +8.8% +13.3% Q2 2010 - +12.7% +15%
  12. 12. Competitive Positions • Sponsor/participate in sports and music events (specially in the rock genre). • target market gets to immediately see effects of Monster Monster • “It gives you wings” • Sponsor sports activities, art shows, music, and video games • promote "cool" public image and raise brand power. • the slender container suggests "sexier" image Red Bull • "twice the size” for “hard core people” • Sponsors metal and rock festival touring the US and the “Taste Of Chaos” (AKA "Winter Warped Tour“) Rockstar
  13. 13. Target Markets Male High School and University students aged 17-30. •Increase alertness when: • studying, •playing sports, •video games •and other activities. •Promotional material heavy focus on this segment.
  14. 14. Target Markets Lo- Carb -Female high school and University ages 17-30 Females care more about weight gain than men Khaos - Mature clientele looking for a boost to keep up with increasingly active lifestyles and careers. energy drink that has at least 50 percent real or fresh juice content.
  15. 15. Price Red Bull - $2.49, $3.49, $3.99, and $9.49 for a 4 pack. (price varies with size) Monster - $2.99 Rockstar - $3.50, $2.79, $2.99. Extra $0.69 more for the diet form of their 444ml drinks. (Prices vary by place)
  16. 16. And Now ... The MOMENT WE (PROFESSOR GORDON) HAVE ALL BEEN WAITING FOR..........
  17. 17. Decision Making Criteria Ranking of Importance Rating of Performance (1=very poor, 5=excellent) (Adding to 100 points) Monster Redbull Amp Taste 23 3.28 3.7 3.01 Energy Boost 16 3.36 3.61 3.24 Sugar Levels 13 2.93 3 2.94 Crash Effect 11 3.31 3.72 3.05 Priced Fairly 11 2.87 2.48 2.87 Attractiveness of can 9 3.55 3.76 3.19 Convenience 8 3.75 4.14 3.54 Product Size 7 2.61 2.64 3.37 Promotion Influence 3 2.69 2.67 2.58 Weighted Total 100 304 321 295 Value of Monster compared to Redbull and Amp - -5.30% 2.96%
  18. 18. Next Steps • Research on Red Bull’s taste, energy boost, sugar levels, and crash effect • Reality versus perceptions • Nutritional value • Monster will not only match Red Bull’s performance, but also it will surpass Red Bull
  19. 19. Any Questions?

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