An Analysis of Food Marketing for Monster Energy Drink in Australia

This report provides a comprehensive analysis of marketing strategies for Monster Energy Drink in the Australian market. It begins with an executive summary and an introduction to the energy drink, identifying its target market segment (18-40 year olds). The report then delves into consumer decision-making processes related to energy drink purchases. A detailed marketing strategy is proposed, covering positioning (price-quality), product differentiation, branding (attitude branding and brand extension), and pricing strategies. The report also discusses strategies to interrupt routine buying behavior at the point of sale. The report concludes with references and a table of contents, offering a well-structured approach to understanding the intricacies of marketing this product in Australia.

Running head: FOOD MARKETING
Food Marketing
Name of the Student:
Name of the University:
Author’s Note:

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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.

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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

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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

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drink under discussion here has been recently launched in the food business market of the
nation of Australia and it is hoping to gain the same kind of success that it had been able to
gain in the food business market of India. The distribution rights for this particular energy
drink belongs to Schweppes however it is seen that the company Coca-Cola is trying to enter
into a $1.2 billion deal with it so as to overtake the business market of the other energy drinks
of the concerned nation (Mitchell 2018). Furthermore, it is interesting to note that this
particular energy drink manufactured by Monster Beverage Corp ranks at the 3rd position in
terms of the number of sales and this is one of the main reasons why the company Coca-Cola
is trying to get the rights of this particular energy drink in the nation of Australia (Monster
Energy 2018).
Identification and profiling of key market segments
Recent researches as well as the market analysis conducted by the various food
organizations suggests that the main consumers of the various kinds of carbonated drinks or
for that matter the diverse kinds of energy drinks are the young people belonging to the age
group of 18-40 years of age (Chernev 2018). These energy drinks are particularly popular
with the customers belonging to this particular age bracket because of the fact that these
energy drinks contains that might not only be harmful as well as unhealthy be for the people
belonging to the people to the other age brackets but also because of the image that these
drinks try to create (Ingenbleek, Meulenberg and Trijp 2015). For example, it is seen that
these energy drinks try to create an image wherein the consumers of these drinks get instant
energy to do the things that they are not being able to do using their normal body strengths. In
addition to these, it is seen that these energy drinks at the same time create the kind of
promotional advertisements which not only affecting the present generation people who loves
to consume the fast foods and also various kinds of carbonated drinks.

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The monster energy drinks uses the catch phrase of “A lifestyle in a can” form the
process of marketing as well as the promotion of these drinks (Monster Energy 2018).
Furthermore, this particular catch phrase is specially intended for the people belonging to the
above mentioned age brackets who like to lead a fast as well as easy going life. It is pertinent
to note that the energy drink under discussion here has been able to gain a significant amount
of success by focusing on this particular age bracket in the nation of India (Aghazadeh 2015).
In addition to these, an analysis of the market segments used by the primary competitors of
the drink under discussion here in the nation of Australia like Red Bull, challenge V, Mother
and others at the same time suggests that these drinks also focus on the same segment of the
Australian population for the sale of the drinks offered by them (Aghazadeh 2015). Thus, it
would be much advisable for the drink under discussion here to focus on this particular
segment of the Australian population.
Consumer Decision Making
The buying behavior of the customers related to the purchase of a particular product
or service can be analyzed through the framework of the customer decision making process.
As per this particular framework there are five important stages in the purchase or the buying
decisions that are being made by the customers, namely, need recognition, information
search, alternatives evaluation, purchase and finally post-purchase evaluation (Lusch and
Vargo 2014). An analysis of the decision of the customers for the purchase of the energy
drink under discussion here is likely to reveal insight details. For example, the need
recognition stage in this particular context would be the stage wherein the customers get the
urge or the desire to drink the energy drink offered by the company under discussion here
(Baker 2014). The next stage of information search would be the stage wherein the customers
look for the relevant details regarding the drink (Baker 2014). The third stage of alternative

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evaluation would be the stage wherein the customers compare as well as contrast the energy
drink under discussion here with the ones offered by its competitors (Lusch and Vargo 2014).
The fourth stage would be the stage wherein the customers actually undertake the purchase of
the energy drink under discussion here (Lusch and Vargo 2014). The final stage would be the
stage wherein the customers indulge in the post-consumption analysis of the concerned drink
with the other ones like Red Bull, Mother and others (Baker 2014).
Marketing Strategy
Positioning
The company Monster Beverage Corp for the marketing positioning of the energy
drink under discussion here in the nation of India used to take the help of the strategy of
“Positioning by Price-Quality” (Mitchell 2018). It is pertinent to note that taking the help of
this particular market positioning strategy the company under discussion has been able to
provide high quality energy drinks to the customers of the nation of India and that too at the
very affordable prices in comparison to the energy drinks offered by the other companies of
the nation (Wensley 2016). Furthermore, the energy drinks like Red Bull, Mother and others
hold monopoly in the energy drink market of Australia and thus it is likely that the concerned
company would be able to gain a considerable amount of success taking the help of this
particular positioning strategy. In addition to this, the long term use of this marketing strategy
will help the concerned organization and also the energy drink offered by them to outrival
their competitors in the nation of Australia and also to gain a monopoly in the Australian
energy drink market particularly among the young people belonging to the age group of 18-
40 years of age (Wensley 2016).

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Product
The organization Monster Beverage Corp for the process of the manufacture of the
energy drink under discussion here in the nation of India followed the strategy of product
differentiation (Mitchell 2018). It is pertinent to note that taking the help of this particular
product strategy the concerned organization has been able to create the kind of energy drink
which is not only an advancement over the other energy drinks that are available in the nation
of India but at the same time are different in taste from the other energy drinks as well (Harris
and Munsell 2015). Furthermore, the effective use of this particular product strategy has
enabled the organization under discussion here to gain a significant amount of success in the
Indian business market. It is likely that the use of this particular product strategy is likely to
help the organization under discussion here to not only position their energy drink on par
with the other energy drinks which are available in the Australian nation but would at the
same time enable it to gain a competitive leverage over its competitors and become popular
among the young people belonging to the age group of 18-40 years of age (Harris and
Munsell 2015).
Branding
The energy drink under discussion here has been able to gain a considerable amount
of success in the market of India through the effective utilization of the branding strategy of
“Attitude Branding Strategy” (Mitchell 2018). It is pertinent to note that the organization
under discussion here for the creation of the brand image as well as the for the purpose of
marketing of the concerned drink particularly depends of the attitude or the lifestyle of the
targeted customer base or the key market segments. The catch phrase used by the
organization under discussion here for the promotion of the energy drink “A lifestyle in a
can” becomes much more revealing in this particular context (Monster Energy 2018). The
organization can take the help of this particular strategy for the branding of the energy drinks

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that they offer in order to gain a monopoly in the energy drink market of Australia. In
addition to this, another branding strategy that the concerned organization can utilize is the
strategy of brand extension. It is pertinent to note that the company Coca-Cola has been
receiving a high level of competition in Australia from the various energy drinks which are
available in its market (Mitchell 2018). The company Coca-Cola has even made $1.2 billion
collaboration offer to the organization under discussion here (Mitchell 2018). Thus, the
organization under discussion here can establish a positive brand image of their drink by
extending their own brand and merging it with Coca-Cola and this would make the drink
much more appealing among the young people belonging to the age group of 18-40 years of
age.
Price
The organization Monster Beverage Corp for the pricing of the energy drinks offered
by them to the customers can take the help of the strategy of cost leadership (Mitchell 2018).
The effective usage of this particular pricing strategy would require the company under
discussion here to offer the best quality energy drinks to the customers and that too within a
price range that is not only affordable for the customers but at the same time lower in
comparison with the energy drinks offered by the other companies (Pinna et al. 2018). It is
likely that the use of this particular pricing strategy will help the organization Monster
Beverage Corp to make the drink appealing for the young people belonging to the age group
of 18-40 years of age.
Strategy to interrupt routine behavior at the point of sale
The effective usage of the “Behavior Chain Interruption Strategy” will help the
concerned organization to disrupt the normal buying pattern or the behavior of the customers
and at the same time influence them to purchase the energy drinks that they offer (Nagle and

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Müller 2017). The organization to make the most of this particular strategy needs to take the
help of attractive as well as appealing catch phrases and also to create a positive brand or
market image for the drink that they offering so as to make the drinks much more appealing
for the customers (Grant 2016). Thus, it can be said that the effective usage of this particular
strategy is not only likely to help the concerned organization to disrupt the normal buying
pattern of the customers but at the same time gain a considerable amount of success in the
Australian nation as well.
Conclusion
To conclude, the processes of marketing as well as promotion have a significant
amount of importance within the framework of the contemporary business and thus it is seen
that the prospects of a particular product or organization for that matter depends to a large
extent on the kind of marketing or promotional strategies that it follows. In addition to these,
having an effective understanding of the business environment and also the strategies
followed by its competitors is also important since it provides a particular organization an
overview of the strategies that it needs to follow within that particular business market.
Furthermore, at the same time it is seen that the effectiveness of a particular product or
service depends to a large extent on the kind of positioning, branding, price, product and
other strategies that the concerned organization follows.

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