Monster Energy Drink Target Audience and Company Objectives Essay

Consumer Behavior Monster Energy Target Market Because the vital force whoop it up is still part of a rising and developing persistence, the heartiness drink target trade is different than in some of the other beverage industries. Monster energy drinks have release a precise popular, hip part of society, but the market at which they ar aimed is not as across-the-board and expansive, or diverse, as some might think. Early in energy drink history, when they were first universe sold in the United States, athletes were the primary consumers.This shows that even initially energy drinks were directed at a select crowd, a group of people with specific interests. Although the consumer base for energy drinks has now expanded beyond that of simply athletes, the target market is still more particular than in other industries. When thinking intimately the energy drink target market, it is important to consider who is most receptive to the purported effects of the beverages. Although every 1 is susceptible to the bust of the super-charged, over-worked lifestyle, young people are especially vulnerable to persistent exhaustion and insufficient energy.This group of people, more specifically male teenagers and people in their 20s, are overly most likely to believe in the veracity of the energy drinks claims. As a result, the studyity of energy drinks are developed for and advertised to this jr. generation. In addition to waying on a specific age group, many energy drink companies are even more exclusive in their marketing efforts, gearing their products and advertising to appeal to very specialized groups, much(prenominal) as gamers, extreme sports enthusiasts, and the hip-hop crowd. The effects of this emphasis on such a target market can be seen in the advertising campaigns of the energy drinks.Many of the names of the beverages, such as Monster LoCarb appeal to these specific consumers and the marketing strategies that revolve around sponsoring public event s or notoriety endorsements reflect this focus. The design and packaging of many energy drinks in any case relates to the target market. Although the energy drink industry currently caters to a very specific target market, as it continues to grow and develop, it is likely that marketing efforts and the focus consumer base will be more diverse and expansive.The Monster Energy Drink, distributed by Monster Beverages Co., uses difficult targeting as a marketing strategy. Strong promotion strategies including product hand- egresss by young attractive vendors in powerful trucks blasting music are common ways The Company promotes in cities. The Company also uses Ricky Carmichael, a motocross legend, to endorse their products. 40 foot posters are used to target motocross fans which are a major target market for Monster Beverages Co. (Murr, 2006). Other effective advertisements include using high contrast, recognizable posters in retail stores and high energy, adrenaline rushed TV ads.Ad vantages of concentrated marketing include concentration of resources, soften meeting the needs of the target audition, and strong positioning. Disadvantages include segments being too small or changing, and gigantic competitors such as red bull to more effectively market to niche. According to Rodney Sacks, CEO, the target audience is 18 25 year old males (Murr, 2006). This market is focused on a product which offers an energy boost, so any audience that is involved in sports, or high endurance activity is a clear target.The green claw marks resemble adrenaline, power, and testosterone, accompanying its motto, unleash the monster within. risque schools and colleges are clear niches for these high energy markets. The demographics for the target market for Monster energy drink are Major Cities 18-25 year olds Males Athletes/ High endurance activities Income ? middle class According to the 2000 census, there are most 10 billion males who fall under Sacks audience of 18 25 year old males. plainly I believe the target market is expanding to be much wider than that including women and older men.Judging by the persuasiveness of free handout promotions in hot locations such as South beach, Florida, I see a target market of males and females ages 12 35. According to the census this number is around 80 million (US enumerate Bureau, 2007). Hansens Monster Energy drinks offer giant dots of caffeine and sugar in big smuggled cans adorned with neon-colored claw marks. The scary packaging, plus a bevy of extreme-sports sponsorships, positions Monster as an edgy ersatz to ruby Bull in the fast- growing, $2 billion a year energy-drink market.Monsters shibboleth Unleash the beast. Monster has certainly energized Hansen. The company has seen its sales more than double since it introduced the brand in April, 2002. stretch forth year, Hansen earned $20 million on sales of $180 million, up from just $3 million of earnings on sales of $80 million in 2001. Sales tight doubled, while profits quadrupled, in this years first quarter. Those results helped Hansen earn the No. 26 spot on BusinessWeeks annual ranking of Hot Growth Companies. Monster Objectives Hansen has jolted the Monster brand with a dose of guerrilla marketing.Teams of Monster ambassadors give out samples of the product at concerts, beach parties, and other events. The company also sponsors motocross, surfing, and skateboarding competitions. Hansen representatives in black Monster vans supplement the companys network of 300 independent distributors by assembling store displays and restocking specially designed racks in convenience store coolers. Hansen now owns an 18% share of the energy-drink category, according to the trade publication _Beverage abridgment_.While Red Bull remains the leader with nearly half of the market, Hansens energy-drink sales increased 162% last year more than three times Red Bulls growth rate. A small subset of consumers is going wild over these dr inks, says Beverage Digest editor and publisher John Sicher. Hansen is really riding a tiger. Its a jungle out there, though. Coca-Cola Co. (**KO**(.. /javascript%20void%20showTicker(KO)) ) is promoting its new Full Throttle energy drink.PepsiCo Inc. (**PFE**(../javascript%20void%20showTicker(PFE)) ) is marketing energy drinks under its SoBe and potful Dew brands. And independent entrepreneurs have elbowed their way in with products such as Rockstar and FUZE Mega Energy. Every month we split up a new product or two, says George Kalil, who runs an independent bottling company in Tucson. Sacks estimates that the energy-drink category is growing 50% a year and that theres room in the market for everybody. These are the new soft drinks of the world, he declares. Sacks and Schlosberg are fending off the attack by diversifying.Theyve launched Joker, an energy drink sold only when in Circle K convenience stores, and Rumba, a caffeine-laced juice drink designed to be a morning pick-me-u p. And they introduced Monster Assault, which comes in a black-and-gray camouflage can that saysDeclare war on the ordinary Its a slogan that could describe the juiced-up strategy of this formerly sleepy beverage player. It is apparent that Monster has become a major player in the energy beverage market. We hope to be the number one choice of energy drinks among consumers.