Download - Monster Presentation
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Team Monster Unleash The Beast
Brought to you by: Richard Brown, Rachel Lichtman, Reesa Arshoff, Noah Diamond, Sarah D`ambrosio
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ObjectiveTo determine and develop strategies for Monster Energy Drink to improve its position in the energy drink market
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What You Will Learn Tonight...Secondary Research:• Market size• Segments• Growth rate• Per capital consumption• Channels of distribution• Product pricing in Canada• Major competitors
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What You Will Learn Tonight...
Primary Research• Main purchasing criteria • Monster versus Competitors
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Market Segments
Demographics males and females, children,
students adults and seniors
Psychographics - boost of energy
- health hazards - Nutritional
content
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Market and Market Size
Energy drinks increase energy levels and alertness.200+ companies and 300+ brands in North AmericaThe volume market size in 2009 was 40 million LitersThe dollar market size in 2009 was $319.4 million, a 14% increase from 2008
http://www.youtube.com/watch?v=6tCZkFzQoVI&feature=related
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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
1 2 3 4 50
10
20
30
40
50
60
70
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Distribution ChannelsDistributed 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
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Competition
Red Bull 32%
Monster 28%
Rockstar10%
Other 31%
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Market Leaders
Year Market Leader2008 Red Bull2009 Monster2010 Red Bull
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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%
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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
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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.
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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.
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PriceRed 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)
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And Now ...The MOMENT WE
(PROFESSOR GORDON) HAVE ALL BEEN WAITING
FOR..........
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Decision Making CriteriaRanking of Importance
Rating of Performance (1=very poor, 5=excellent)
(Adding to 100
points) Monster Redbull AmpTaste 23 3.28 3.7 3.01Energy Boost 16 3.36 3.61 3.24Sugar Levels 13 2.93 3 2.94Crash Effect 11 3.31 3.72 3.05Priced Fairly 11 2.87 2.48 2.87Attractiveness of can 9 3.55 3.76 3.19Convenience 8 3.75 4.14 3.54Product Size 7 2.61 2.64 3.37Promotion Influence 3 2.69 2.67 2.58Weighted Total 100 304 321 295
Value of Monster compared to Redbull and Amp
--5.30% 2.96%
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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
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Any Questions?