Market Plan for Monster Energy Drink Essay

colossus Energy is an Ameri send packing home run of zilch discombobulate workd and market placeed by Hansen Natural Corporation. nut calls itself the meanest efficacy make whoopie on the planet. Its a bragging(a) hit in the United States that delivers twice the buzz of a regular zip drink. addicts US portfolio includes the flagship teras and Lo-carb plus specially blended hybrid energy + juice, energy + soda, and coffee tree + energy products. junky is the US 16 oz. segment leader, with sales nearly double that of the next closest 16 oz. competition. The energy drink crime syndicate to a large extent is image driven.The the Tempter design is assertive with step up being intimidating. giants proprietary energy blend is a combination of the right ingredients in the right proportion to deliver what the energy drink consumer is looking for, the energy buzz For to a greater extent product information, see to it extension I. Though deuce Energy is not widely adv ertize in the media, it receives a large amount of recognition from its sponsorship of various fair change surfacets. Market and Competitive Analysis Energy Drink Market The energy drink category is one of the fastest growing worldwide.Sales of energy drinks argon taking off in Australia, with the energy drink category being the fastest growing category in Australian thingmajig stores (See Appendix II). The value growth of energy drinks in the Australian public toilet channel was up 22. 3% from 2006 to 2007. The Australian Market Adel? Key contenders The Australian energy drink market is dominated by ii big players. In 2006, Red Bull and V Energy held a begin 94% share of the Australian energy drinks market (ACNeilson). Recently, these twain dupe been challenged by the relaunch of Mother Energy by coca plant Cola Amtail, which claimed to have captured 12.7% of the energy drink category in the grocery and whatchamacallum channels in mid 2008. To capture a piece of the ra pidly growing industry, m any tonic energy drinks have been introduced in the Australian market. Key competitors include Lucozade, Wild NRG, Naughty Energy, Jugular, and Hype. The competing products include similar ingredients much(prenominal) as caffeine, sucrose, vitamins, taurine, ginseng, and guarana. They nates essentially the same group of active new-fashioned people V targets ages 18-24 and Red Bull markets to 18-29. The main product speciality seems to be in taste and marketing.(See Appendix III for detailed competitor information). Marketing Objectives First Year 1)10% share of Australian energy drink market 2)Distri exclusivelyion of 60% in retail and convenience stores in field of operation 1 (see Appendix II) 3)Distribution of 50% in bars and fast fare in Area 1 Second Year 1)Capture 5% more market share nationwide 2)Test restaurant concept Achieve 10% dissemination in restaurants in current market 3)Introduce additional flavors of lusus naturae Energy and lusu s naturae Java Achieve placement of new products in 50% of existing customers by year end Marketing dodge Positioning lusus naturae patch ups a lifestyle.Monster is aggressive, cool, sinister, dark, mysterious and fun. Monster is close to action sports, punk rock music, partying, girls, and living life on the edge. The Monster name and design are perfectly in-tune with the categorys inwardness consumers. The Monster brand targets 21-35 year-old males and females, who are nonconformists, independently spirited and embrace a non-traditional identity and lifestyle. Product system In Australia, we forget adhere to Monsters proven image and packaging. We offer begin by introducing the two best-selling flavors, the Original green and Low-Carb blue flavors.These products make up ___% of the brands domestic sales. The packaging ordain remain consistent. The pukes will be black with the large Monster M logo. We will start by introducing the 16-ounce aluminum cans only. We feel th at the market would better accept this size than the even larger 24-ounce cans or the huge 32-ounce BFC cans that are also sold domestically. Beca single-valued function more or less energy drinks in Australia are sold in small 250mL cans, the 16-ounce can will be a Monster of a product. The large can concept has already been proven in this market by the succeeder of the new Mother energy drink 500mL can.The package sizes offered will be cases of 24 individual cans and 4-can packs. We will advise retailers to sell the cans individually to hike trial and as 4 packs for a slight discount. Pricing Strategy Adel Communication Strategy Monster is a viral brand that decoctes on word-of-mouth communication. Very little mass communication is used domestically, and that strategy will be continued in the Australian market. Instead of buy television or print advertising, Monsters promotional calculate will focus on creating buzz and a strong, loyal quest in the target market.We will con tinue the Monster strategy of sponsoring ingrained sports events and athletes. We will find several more Australian athletes to sponsor, and we will focus much of our attention on the popular Australian surfing market. Monster will also emphasize product sampling. We will unveil a Monster Van and sales team that will hand out product in key markets and attend events. The van will be brimming with warrant product samples as well as toss such as t-shirts, hats, and stickers in order to incite buzz. To foster loyalty, Monster will reach a branch of its monsterarmy. com website that will be called Monster Army Australia.The website will exit Monster fans to get to profiles, share pictures of their Monster collections, discuss extreme sports, and apply for sponsorship. It will also allow the follow to gauge consumer reaction to new products and strategies by utilise polling, surveys, and discussion forums. Lastly, Monster will try a new tactic in the Australian market to target c ollege-aged consumers. Monster will launch a modern Marketing Team that consists of 6 college students from different geographical sweeps. These student representatives will provide hands-on, personal marketing to their peers by attending events and handing out samples and gear.They will also be responsible for visiting bars in their area to discuss Monster mixed drink options and introduce Monster as a nightlife drink. Distribution Strategy Monster energy will create an alliance with beer distributors in Australia to facilitate the dissemination. In the United States, Monster sign a distribution agreement with beer federation Anheuser-Bush to move its distribution from Coca Cola. The move allowed Monster to still compete in the retail stores, but it better fructifyed the brands in the hands of people who have more expertise in bar and restaurant sales.This had a great effect on sales, and we want to capitalize on this from the start when moving into Australia. Marketing loo k Plan Adel Action Plan The launch plan for the Australian market will take place in four-month increments. Phase 1 January April 2009 The two base flavors (Original green and Lo-Carb blue) will be introduced Area 1 (see Appendix __). Distributors will be provided with product information, selling strategies, and giveaway items to aid in placement into retailers and bars. The Monster Van will be employed to provide immediate sampling and introduce the product directly to consumers.This will pilfer product consciousness and inspection and repair to gain distribution through a pull strategy in which consumers ask retailers to stock the product. Monster will sponsor three major junior surfing events (see Appendix __) to help introduce the brand. The events will provide an opportunity to give out free product samples, t-shirts, hats, and stickers, as well as to ask research questions to target consumers. Phase 2 May August 2009 Monsters lucre team will launch the Monster Army Aust ralia website for Monster fans in the new market.Cash incentives will be offered to distributors for reaching set distribution goals such as product placements, displays, and shelf space. Importantly, the second phase of distribution will begin. Area 1 will receive four new Monster flavors to sell Monster Energy Assault red and Khaos orange, and Monster Java Mean Bean and Loca Moca. Geographic distribution will prolong by introducing the base green and blue flavors to Area 2. Phase 3 September December 2009 The Contemporary Marketing Team of college students will be launched.Six representatives from various colleges and geographic areas will be chosen to represent and market products to their peers. These students will be provided with product training and free gear. Also, a cope will be launched on the Monster Army Australia website to allow Monster drinkers to vote on their choice for the next new flavor. The contest will be advertised through signs and banners that distributo rs make and post in their areas. Phase 4 January April 2010 The final phase of the introduction will thrive the distribution of Monster into Area 3.General nationwide brand awareness should have been reached, so all products will be available in all areas to avoid confusion. The available products will include five flavors of Monster Energy and two flavors of Monster Java. To create your own version of this guidebook, modify the contents of this document and so save it as a template 4) premise your company name and address in place of the text on the cover page by ticktocking once and typing. 5)On the File circuit card, track carry through As. In the Save As Type box, convey Document pathfinder (the filename extensions should change from . doc to . dot) and save the template. How to Create a Report.To create a report from your newly saved template, on the File menu, ticktock New. In the New Document task pane, under Templates, filter On my computer. In the Templates d ialog, your updated template will appear on the General tab. (Your company information should appear in place. ) For the body of your report, use paths such as Heading 1-5, Body Text, freeze down Quotation, leaning Bullet, and List Number from the Style control on the data formatting toolbar. How to Create Bullets and Numbered Lists ?To create a bulleted tendency same this, select one or more paragraphs and choose the List Bullet style from the Style drop-down list on the formatting toolbar.To create a numbered list like the numbered paragraphs above, select one or more paragraphs and choose the List Number style from the Style drop-down list. This Stylethe obturate Quotationcan be used for quotes, notes or paragraphs of special interest. To use the Block Quotation Style, highlight any paragraph and choose Block Quotation from the style drop-down list on the formattingting toolbar. How to Create a disconcert of Contents To create a Table of Contents for this report, positio n your cursor on the blank TOC page. From the Insert menu choose Reference, then Index and Tables. Click on the Table of Contents tab.Be confident(predicate) to use the Custom Style format. More Template Tips There are four ways to view the various style names of template text 1)Open the Styles and Formatting task pane by choosing Styles and Formatting from the Format menu. The style for the selected text shows in the pane. 2)For Normal or Outline view, from the Tools menu, choose Options. Click the View tab. In the Style Area Width box, dial up a number such as 1 and click OK. Observe the style name next to each paragraph. 3)Click on any paragraph. View the style name on the Formatting toolbar. 4)From the Format menu choose Theme, then Style Gallery.In the Preview section click on Style Samples. How to Create a Table Choose Insert from the Table menu. Be sure to choose the Professional AutoFormat if you are using a Professional style template. To modify an existing table, such as the table below, position your cursor in any cell. To modify the table, glide slope the Table menu to select the desired action and/or result. Competitor RankingCurrent ShareShare in 3 Yrs. Largest competitor50%30% Second largest competitor25%20% Third largest competitor15%12% Table Projected growth of competitors over 3 years. How to Edit Table Text You can edit and format table text like regular text.Simply select text and type to replace, and use the Format menu to change the font and/or paragraph attributes. How to Change a head word or Footer In Print Layout view, choose Header or Footer from the View menu. Once activated, you can change or delete the text just like regular text. When done, click shutting to exit. To delete a ruling line in the Header or Footer, from the Format menu choose Borders and Shading.Choose None from the Preset section, and click OK. SOURCES http//www. abmarketing. com/images/HandSelling/Documents/MonsterPitch_112707(1). pdf http//au. acnielsen. com /site/documents/NielsenConvenienceReport07finalLR2. pdf.