Monster Beverage's Product Segmentation, Target Market & Marketing

This report analyzes Monster Beverage's product segmentation, marketing strategies, and financial performance. It identifies three main product categories: finished energy drinks, concentrates, and others. The company uses full-service beverage distributors, retail groceries, and specialist chains for m...Read More

Monster Beverage
ENERGY DRINKS

Product Segmentation
 Monster Beverage has 3 types of products:
1. Finished products ( brand energy drinks)
2. Concentrates
3. Others

Marketing & Distribution
 The brand markets its products through:
Full service beverage distributors
Retail groceries
Specialist chains
Retail grocery
Wholesale
Drugstores
Mass merchandisers
Convenience chains
Healthy food distributors
Food service customers
Military

Issues Affecting the Company
 Monster Beverage Corporation shows a higher asset than liability
ratio which contributes to drops in debt ratio ( Market line, 2016 )
 It has a steady annual increase in assets with ground breaking
high of 192.7% in 2015
 Its debt asset ratio shows drops from 28.1% in 2011 to 9.1%
 Its profit margin ratio shows fluctuations since 2011
 There is also a drop in returns on assets from 22.8% in 2011 to
14.4%
 Revenue increase since 2011 progressively

Chosen Target Market
 The non carbonated healthy drink segments targets the health
conscious customers
 The carbonated drink targets coffee lovers but it has dietary
additions like vitamins health
 It also has other segments for partner brands targeting
1. Young people between 20-40 years
2. Working groups
3. Sports persons
4. Active groups
5. Men and women

Marketing strategy
 The brand needs a mixed marketing approach through for
Advertising, public relations and advertising.
 Using the 4 P plan of Price, Promotions, People, and Pricing. This
needs. Promotional campaigns involve direct selling and
marketing communications in the following:
1. Magazines ( health, fitness, men and women magazines)
2. Websites ( personal websites, social media websites, blogging
websites and informational)
3. Radio
4. TV

Radio Advert for Monster
Beverage
Sound of crispy fresh Monster Carbonated drink poured in a glass…
“ Nothing satisfies more than a Soft drink
to quench your thirst. Enjoy chilled
Monster carbonated and non carbonated
drinks. Available at your local stores”

Magazine Advert
 Choose your favorite carbonated or non carbonated healthy
Monster Beverage and Enjoy

Web Advert
 Share Monster Beverage with friends and
family this season

References
 Market Line Australia. (2016). Energy Drinks Australia.
file:///C:/Users/BAT/Downloads/1769784_480443620_Nowiwentit.
pdf
 Hollensen, S. ( 2015). Marketing Management: A relationship
approach. Pearson Education