Enhancing Customer Engagement: A Marketing Plan for Monster Energy

This report examines the marketing strategies employed by Monster Energy to engage customers and foster brand loyalty. It discusses the importance of emotionally connecting with customers by promoting health-conscious aspects of the drink, such as reducing sugar levels to appeal to a wider audience, including diabetic patients. The plan also focuses on maintaining existing customer loyalty through discounts and personalized engagement, while attracting new customers by improving product quality and leveraging referrals. Furthermore, the report highlights the significance of understanding customer needs through surveys and consistent product quality to ensure long-term customer loyalty. This document is available on Desklib, where students can find a wealth of study resources and solved assignments.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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Making the drink emotionally engage the customers
One of the famous products from Hansen Natural company is Monster Energy Drink
which was established in the year 2002 (April). The product is one of the most controversial
products in the market due to the influx of health problems associated with the drink which
has made the sales of the brand lower a bit. The overall energy drink is available in a number
of variant which makes the drink appealing to a number of people.
The marketing technique for a company as well as a product is based upon a number
of factors which make sure that the customers are engaged to the product and keep their
loyalty without a shift. When the company does not survive in keeping up the sales due to
some of the reasons, the task of the marketing team is to formulate new plans and edges to
develop the brand and keep up with the popularity (Irvine, Park and Yıldızhan 2015).
One of the prime ways to engage the customers in an emotional way is to make the
drink more health conscious for the majority of the people. Sugar level should be reduced to
make the drink applicable for the diabetic patients as well. In total, the arrangement to
emotionally engage the audience is to promote the energy drink with an emotional campaign
which will attract the people within the span.
The marketing plan for the Monster Energy Drink is to be emotionally engaging with
the customers who are purchasing the drink. The aim of the company is to get enough amount
of client base who are willing to spend on the energy drink with an emotional attachment to
the brand. The whole amount of customer base is to be emotionally engaging with the
customer and also to have enough amount of marketing plans like the inclusion of more
emotionally charging add campaigns and other sources to make up for the case. The plan
includes the inclusion of promotion both the in the offices and food courts of malls where the

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people from the previous generation can remember the days and even include them in their
routine. The overall marketing plan should trigger the emotional attachment with the people
thereby including them into the overall marketing plan.
Making the customers more loyal to the drink
The marketing plan should also focus on keeping the existing customers into the
system while attracting new customers into the realm increasing the potential target audience
for the company. The only focus of a company is not to attract more customers but also to
keep and maintain an already customer base which will help the company to attain more
business (Pan, Sheng and Xie 2012). The business is dependent on the loyalty of the
customer to the product and also to the future plans which will consider the customer. The
loyalty of the customer can be assessed by giving discounts to the customers who are loyal to
the brand and have purchased multiple times. A separate record for the customer base can be
created.
The alternative approach to grow customer base is to reduce the price of the product
and also to have better quality product in the realm. In addition, the growing customer base
can be done by making sure that the old customers are referring the other customers into the
company by giving those offers and discounts. The health hazards of the drink can also be
reduced to have more customers engaged in the overall analysis.. The overall analysis of the
alternative approach to get customer base is to have basic analysis for the customer base
(Verhoef and Lemon 2013). The needs and demands of the customer can be noted with
surveys and plans. The approach for the increase in the customer base can also be accounted
to the fact that the quality and the price of the product remains the same in the longer sect of
time.

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For making the two changes regarding the employment of customer towards the
company in a loyal and engaging way, the budget has been shows to have positive effects.
The loyalty of the customers also depend on a number of variables like the attachment of the
brand to the customer base and also on the fact that how much the brand is dedicated to
entertain the old and loyal customers with the engagement to giving them more discounts and
products in the span of time. The overall analysis of the marketing plan in the spectrum of
time addresses to the main event in the plan.
The loyalty of the customer base is there in the real life example of people venturing
into the market and asking for the specific product in spite of the health hazards and other
issues related to it.

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Reference
Irvine, P.J., Park, S.S. and Yıldızhan, Ç., 2015. Customer-base concentration, profitability,
and the relationship life cycle. The Accounting Review, 91(3), pp.883-906.
Monster Energy Drink 2018, Available at: https://www.monsterenergy.com/ [Retrieved on 30
Oct 2018]
Pan, Y., Sheng, S. and Xie, F.T., 2012. Antecedents of customer loyalty: An empirical
synthesis and reexamination. Journal of retailing and consumer services, 19(1), pp.150-158.
Verhoef, P.C. and Lemon, K.N., 2013. Successful customer value management: Key lessons
and emerging trends. European Management Journal, 31(1), pp.1-15.