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Analysis of Monster Energy Drink Market and Brand Management Strategies

   

Added on  2020-07-22

14 Pages3299 Words112 Views
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INTERNATIONALBRAND MANAGEMENT
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Table of ContentsINTRODUCTION...........................................................................................................................1Company's product line and brand..............................................................................................1Brand components of company ..................................................................................................1Marketing mix of Monster energy drink.....................................................................................2Research into competitors brand strategies.................................................................................3Product life cycle ........................................................................................................................4CONCLUSION ...............................................................................................................................6RECOMMENDATION...................................................................................................................7REFERENCES ...............................................................................................................................8
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INTRODUCTION Brand management is the process of maintaining, enhancing and raising the name ofbrand so that positive outcomes can be achieved. This process of managing brand involvesvarious aspects such as cost, consumers satisfaction, representation of store etc. Present reportdescribes about Monsters energy drink's brand management. The company was founded in 2002by Hansen natural company. Aim of this report to discuss about brand merchandise of Monsterenergy drink which involves components of brand. Analysis has been conducted to identify thecompany's position in market. Company's product line and brandMonster energy drink company was launched by Hansen natural company (MONSTER.2017). The energy drink company sells natural soda, cola, energy drink, Java monster, rehab1Illustration 1: Monster Drink(Source/ Monster energy drink. 2017)
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monster, diet soda, drink mixers, fruit juices and juices for children. In the year 2015 thecompany has sold its 16.7 percent shares to Coca cola organisation (Balmer and Wang, 2016).Monster energy drinks can be segregated into two parts which are direct store and ware housesegment. In the year 2011 organisation has earned approximately 93 percent revenue form directstore and 7 percent from warehouse part. Brand components of company Elements of brand are the trademarks that helps in distinguishing one brand from another.Brand components involves name, logos, characters, brand jingles and symbol indicating brandvalue. Brand components of the company is as follows: NameBusiness of the Monster energy drink in 1930 was started with name “The Fresh JuiceCompany”. Further in year 1970 company has started selling soda which made the name of firmas Hansen's label (Christodoulides, Cadogan and Veloutsou, 2015). After that company name hasbeen replaced with Monster Energy drink in 2002. LogoLogo of the company supports in making brand awareness among consumers. Monster'slogo is iconic and resemble the brand name itself. Symbol2Illustration 2: monster energy drink (Source/US monster energy drink. 2017.)
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