Marketing Strategy for Monster Energy Drink in Australia

Running head: FOOD MARKETING
Food Marketing
Name of the Student:
Name of the University:
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1FOOD MARKETING
Executive Summary
This report discusses about the marketing strategies and their importance within the
framework of the contemporary business world. For the purpose of this discussion or analysis
the report uses the case of the Monster energy drinks which is one of the emerging energy
drinks in the Australian market. The report begins by introducing the energy drink and at the
same time identifies the key market segment or the target customer base that the concerned
drink needs to focus in Australia. The report also discusses the different stages of the
customer decision making process and relates it to the process that the customers might use
for the purchase of the energy drinks under discussion here. The report also proposes a
marketing strategy for the concerned energy drinks on the basis of the positioning strategies,
branding strategies, product strategies and price strategies that the concerned drink can use in
the nation of Australia. Lastly, the report concludes with a discussion of the “Behavior Chain
Interruption Strategy” that the energy drink can use to interrupt the normal buying habits of
the customers regarding the energy drinks.

2FOOD MARKETING
Table of Contents
Introduction................................................................................................................................3
Monster Energy Drink................................................................................................................3
Identification and profiling of key market segments.................................................................4
Consumer Decision Making.......................................................................................................5
Marketing Strategy.....................................................................................................................6
Positioning..............................................................................................................................6
Product...................................................................................................................................7
Branding.................................................................................................................................7
Price........................................................................................................................................8
Strategy to interrupt routine behavior at the point of sale..........................................................8
Conclusion..................................................................................................................................9
References................................................................................................................................10

3FOOD MARKETING
Introduction
The food industry in the recent times has emerged as one of the major ones of the
world in the recent times and in known for providing a wide range of food products as well as
drinks to the customers (Weinstein and Pohlman 2015). Furthermore, at the same time it is
seen that the industry under discussion here is taking the help of the various innovations,
technologies and others to offer new innovative kinds of food items and drinks to the
customers (Marshall 2014). This particular change that the food industry has undergone in the
recent times can be attributed to the changing lifestyle as well as the eating habits of the
people of the present times (Burns, Bush and Sinha 2014). Moreover, for the process of the
marketing as well as promotion of these products or services the various food organizations
are taking the help of diverse kinds of innovative tactics or strategies so as to promote or
market the products or the services offered by them in the most effective manner (Burns,
Bush and Sinha 2014). Solomon et al. (2014) are of the viewpoint that the prospects of a
particular product or services depend to a large extent on the kind of strategies that are being
adopted by a particular organization for the effective promotion or the marketing of the
concerned product or the services. Thus, it can be said that the machinery of effective
promotion or marketing has become very important with the particular context of the food
industry. This report will develop a marketing strategy for the product monster energy
drink which is an emerging brand in the Australian food industry.
Monster Energy Drink
The “monster energy drink” belongs to the category of the energy drinks like the Red
Bull, challenge V, Mother and others and claims to provide instant energy or power to the
consumers (Monster Energy 2018). It is pertinent to note that the energy drink is banking on
the marketing opportunity created by the success of the above mentioned energy drinks. The