Brand Communication Strategy Report

RUNNING HEAD: BRAND COMMUNICATION STRATEGY
Title: Analysis of Communication Strategy of Monster Energy In Australian Market
Name of Student:
Name of University:
Author Note:

1BRAND COMMUNICATION STRATEGY
Monster Energy drinks:
The Monster energy drink is a sub product of the Monster beverage company, the
American brand that markets and distributes the energy drink under the banner of Hensen
Natural Cooperation. In 2014, the company’s 16.5% stake was acquired by Coca Cola, which
marked a great change in the expansion and marketing strategy of the company (Rajbhandary,
Pokhrel and Fatima 2013.). The company as well as Coca Cola benefitted largely from this
partnership and became a big hit in the market of the United States. The United States’ portfolio
of the company includes the flagship Monster along with the Lo Carbohydrate and their specially
blended energy juice, energy Soda and energy infused Coffee. The company had a greater
chance of benefits in the land of Australia and thus aimed at their international expansion there.
Most of the energy drinks in Australia were sold at the small bottles of 250 ml and hence the
“monstrous” 16-ounce can was an instant favourite for the Australian Customers. In Australia the
company is selling the products in the cases of 24 individual packs and 4-can packs. The
communication strategy of the company follows the Viral brand strategy and hence has focuses
on communicating through the word of mouth rather than stressing strongly on visual or print
media advertisement. The present research will analyse the effectiveness of the communication
strategy of the company in the market of Australia.
Opportunity and trend Analysis:
In the market of Australia the main factors that the company needs to take into account is
the restriction of the caffeine usage in the energy drink (Allimberti, Buja, Chindamo, Vinelli,
Lazzarin and Terranso et al. 2013). Monster is a company that produces energy drink with high

2BRAND COMMUNICATION STRATEGY
amount of caffeine in order to produce more energy. The industry of the energy drink is a
growing one that aims at the providing of energy to the most productive segment of the society.
Monster has, however expanded the idea of energy and taken it to another level where they say
“unleash the beast inside you.” This assertion towards the passionate energetic side of the target
customer has created more opportunities for the company. It is difficult to have a firm business
for the company since there is already the existence of reputed companies like Red bull and Rock
star. However, Monster has already created a brand identity because of their unique appeal to
adventure, sports and energy (Trapp, Allen, O'Sullivan, Robinson and Jacoby 2014). In the
Australian market, which comprises of a large crowd of student from both the home country as
well as other countries. The company, in order to create a n awareness and familiarity can stress
on the communication and promotional strategies. The company can also create a sense of the
necessity of the alternative sources of energy in the daily lives. The company has recently been
struggling in the market of Australia with the recent product innovation (Hamilton, Boak, Ilie
and Mann 2013.). Another threat that it is facing in the market of Australia is the health
consciousness of the society that has put a threat to the usage of caffeine. In Australia, it is the
second most popular energy drink, the firs being red bull. One of the reason that may be taken
for this graph is the wide portfolio of Red Bull which not only offers caffeine oriented drink, but
other soft beverages as well.
Target Segment:
The market of the energy drink industry is still a developing one and thus, the target
segment is different from the other beverage company. Monster energy emerged as the popular
beverage among the “hip” part of the society (Thorlton, Colby and Devine 2014). However, the