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Maggie Brown Brian Deremo John Kim Allison Murphy Maggie Stalbaum

AGENDA
SITUATION ANALYSIS CREATIVE STRATEGY CREATIVE EXECUTION MEDIA PLAN

Gamers. • “Lifestyle in a Can” advertising “Our guys walk the walk in action sports. hangin’ with the girls.” -Monster’s Official Website . aged 14 . punk rock music.Business Situation Current Advertising: • No mass media • Sports • Party Lifestyle • VIP access • Trips with top musicians & athletes Current Target: • Athletes • Men. partying.26 • Extreme Sports. and living life on the edge. Hip Hop.

a Monster bus hands out free energy drinks • An official sponsor of the X Games • Redeemable game codes on drinks for chance at winning prizes .Marketing Strategies • During the Vans Warped Tour.

Monster Business Strengths •Strong brand identity •Well-defined target market •Large product depth Weaknesses •Limited marketplace reach •No top-of-mind awareness •No use of main stream media .

5) 1.4) Market Share ‘06 42.1) 12.408 $110.4 (-4) 6.420 $17.4 All Others Category Total $36.5 (+1.310.661.533 $12.555.0 00 $237.6 Red Bull Monster Energy Rockstar Amp $360.6 14.2 (-2.697 4 (-2.936.4) 26.871.746.873.256 $896.835.1 (-11.4 11.840 Full Throttle Doubleshot NOS Sobe No Fear $35.770.7 100 .9 0 0 5.500 4.710 $13.Monster Business: Top Energy Drink Brands Brands Dollar Sales Market Share ‘09 40.4 3.5 (+12.3 (+.9) 2 (+2) 1.452.6) 100 15.527.9) 8 (+4.767 $71.

Challenges CONSUMER CHALLENGE: Get top-of-mind awareness Change consumer perceptions BUSINESS CHALLENGE: Take market share from smaller energy brands .

Energy Drinks (2009) 2% 4% 8% Red Bull. 26% . 40% 2% 2% 1% 1% 1% Red Bull Monster Energy Rockstar Amp Full Throttle Doubleshot SOBE 12% Nos No Fear Private Label Vitamin Energy Jolt Monster Energy.Market Share of Top U.S.

Perceptual Map .

Target Profile KYLE KELLY .

Brand Benefits If the brand has this attribute: Convenience/Portability Health Packaging Size Value And the value of that benefit is: Easier to carry .More money for other things You can choose according to your own taste preference Variety . .Accessible Healthier alternative More caffeine/oz.More energy Savings .

Brand Promise • Together with Monster Energy. Monster Energy is the energy drink that helps them perform better and get more done because of its larger packaging sizes. To 18-28 year olds who live exciting and fast-paced lifestyles . which provide more caffeine and supplements in each can. the target can maximize their lifestyle. .

Primary Objectives • Change perceptions • Increase top of mind recall • Take market share .

“Get Up and Go” Campaign .

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Media Plan Mobile Billboards: • Draws attention to a message by bringing it directly to the consumer Bus/Transit: • Penetrates every part of a community • Delivers high-profile exposure near point-of-purchase locations • Achieves market saturation and can reach a specific demographic target 100 80 60 40 20 0 Stickers: • Geographically providing coverage in and around specific venues Pulsed Media Schedule Jan-Mar Apr-June July-Sept Oct-Dec .

while maintaining the highest frequency.Why our plan works: Outdoor advertising provides the lowest cost per thousand. Source: Clear Channel Outdoor 2009 Media Kit 18 16 14 12 10 8 6 4 2 0 Newspaper TV Radio CPM 10 8 6 4 2 0 Frequency Outdoor .

19 $1.8 $1. mobile billboards.58 $49. stickers Bus.4 $6. stickers Bus $35 $30 $25 $20 $ 15 $10 $5 $ 0 Jan-Mar Apr-June July-Sept Oct-Dec Bus/Transit Mobile Bilboards Stickers .30 $26.5 $7.Seasonal Allocation of Media Dollars Months Jan-Mar Apr-June July-Sept Oct-Dec Sales (in millions) Budget (in millions) Vehicle $24.77 $44. mobile billboards.5 Bus Bus.

Questions? .