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 marketing and distribution. The report also addresses issues affecting the company, such as fluctuations in profit margin ratio and returns on assets. Monster Beverage targets health-conscious customers, coffee lovers, young people, working groups, sports persons, and active groups through a mixed marketing approach that includes advertising, public relations, and sales promotions using the 4P plan. The report recommends promotional campaigns through magazines, websites, radio, and TV, including sample radio and web advertisements. Desklib offers a variety of solved assignments and study resources for students.

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