Team 1Michela Caltran | Roushan Kumar | Roman Malyshev

Francis Martinez | Gregory Vanhaute | Ding Zhao

Agenda

♦ Java Monster

♦ Market Research

♦ Target Market

♦ Differentiation

♦ Positioning

♦ Marketing Strategy

♦ Conclusion

♦ 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.

♦ 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

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.

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.

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

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?

Positioning

Price Fixed and variable costs

Competition

ValueProposed

positioning strategies

Willingness to pay

Placement Online: Amazon

Gas stations

Walgreens and CVS

Supermarket

Vending machines in school and

libraries

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

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.

Thank You!