'Monster Energy Drink Target Audience and Company Objectives Essay\r'

'Consumer Behavior whale Energy put Market Because the faculty racket is salvage part of a new and evolution intentness, the nada drink intent securities industry is different than in some of the oppositewise potable industries. heavyweight efficacy drinks collect become a genuinely popular, â€Å" rose hip” part of society, but the foodstuff at which they ar aimed is not as wide and expansive, or diverse, as some exp unmatchablent think. Early in faculty drink history, when they were original being sold in the United States, athletes were the primary consumers.\r\nThis shows that purge ab initio life force drinks were directed at a select crowd, a group of tribe with proper(postnominal) interests. Although the consumer base for free energy drinks has with give away delay expanded beyond that of simply athletes, the target grocery lay in is still much than special(a) than in other industries. When thinking round the energy drink target foo d trade, it is of import to consider who is most receptive to the purported effectuate of the beverages. Although everyone is susceptible to the fatigue of the super-charged, over-worked lifestyle, new people are eespecially vulnerable to glowering exhaustion and insufficient energy.\r\nThis group of people, more specialisedally male teenagers and people in their 20s, are too most plausibly to confide in the veracity of the energy drinks’ claims. As a result, the studyity of energy drinks are developed for and advertised to this jr. generation. In addition to focusing on a specific age group, umteen energy drink companies are even more exclusive in their merchandise efforts, gearing their products and ad to appeal to very specialized groups, very much(prenominal) as gamers, entire sports enthusiasts, and the hip-hop crowd. The effects of this emphasis on such a target market spate be seen in the advertising campaigns of the energy drinks.\r\nMany of the name s of the beverages, such as monstrosity LoCarb appeal to these specific consumers and the marketing strategies that revolve around sponsoring customary events or celebrity endorsements reflect this focus. The figure of speech and packaging of many energy drinks too relates to the target market. Although the energy drink industry currently caters to a very specific target market, as it continues to grow and develop, it is plausibly that marketing efforts and the focus consumer base testament be more diverse and expansive.\r\nThe monster Energy Drink, distributed by Monster Beverages Co., uses saturated targeting as a marketing dodge. warm promotion strategies including product hand-outs by young attractive vendors in powerful trucks blasting music are common slipway The Company promotes in cities. The Company also uses Ricky Carmichael, a motocross legend, to endorse their products. 40 nibble posters are used to target motocross fans which are a major target market for Mon ster Beverages Co. (Murr, 2006). Other effective advertisements overwhelm using high contrast, recognizable posters in retail stores and high energy, adrenaline step on it TV ads.\r\nAdvantages of concentrated marketing hold concentration of resources, better meeting the needfully of the target audience, and strong positioning. Disadvantages include segments being too small or changing, and outsize competitors such as red tinkers damn to more effectively market to niche. accord to Rodney Sacks, CEO, the target audience is 18 †25 course old males (Murr, 2006). This market is centre on a product which furnishs an energy boost, so any audience that is elusive in sports, or high heroism activity is a clear target.\r\nThe viridity tike marks resemble adrenaline, power, and testosterone, resultant its motto, â€Å"unleash the monster within”. advanced schools and colleges are clear niches for these high energy markets. The demographics for the target market fo r Monster energy drink are: Major Cities 18-25 year olds Males Athletes/ High endurance activities Income ? middle menage According to the 2000 census, in that respect are rough 10 million males who fall chthonian Sacks’ audience of 18 †25 year old males. But I believe the target market is expanding to be much wider than that including women and older men.\r\nJudging by the authorization of free handout promotions in earnest locations such as South beach, Florida, I see a target market of males and females ages 12 †35. According to the census this issue forth is around 80 million (US census Bureau, 2007). Hansen’s Monster Energy drinks offer giant dosages of caffeine and sugar in big black cans adorned with neon-colored claw marks. The scary packaging, plus a set of extreme-sports sponsorships, positions Monster as an edgy pick to ruby Bull in the fast- suppuration, $2 billion a year energy-drink market.\r\nMonster’s slogan: Unleash the beas t. ” Monster has certainly energized Hansen. The society has seen its sales more than double since it introduced the brand in April, 2002. farthermost year, Hansen earned $20 million on sales of $180 million, up from nevertheless $3 million of profit on sales of $80 million in 2001. Sales virtually doubled, while profits quadrupled, in this year’s first quarter. Those results helped Hansen earn the No. 26 filth on BusinessWeek’s annual be of Hot Growth Companies. Monster Objectives Hansen has move the Monster brand with a dose of guerrilla marketing.\r\nTeams of Monster ambassadors” give out samples of the product at concerts, beach parties, and other events. The company also sponsors motocross, surfing, and skateboarding competitions. Hansen representatives in black Monster vans supplement the company’s network of 300 free-living distributors by assembling store displays and restocking specially knowing racks in thingamajig store coolers. Hansen now owns an 18% share of the energy-drink category, match to the trade publication _Beverage go_.\r\nWhile Red Bull remains the leader with nearly half of the market, Hansen’s energy-drink sales increase 162% last year †more than ternion times Red Bull’s growth rate. A small subset of consumers is sack wild over these drinks,” says Beverage Digest editor and publisher John Sicher. Hansen is rightfully riding a tiger. ” It’s a jungle out there, though. Coca-Cola Co. ([**KO**](.. /javascript:%20void%20showTicker(‘KO’)) ) is promoting its new Full Throttle energy drink.\r\nPepsiCo Inc. ([**PFE**](../javascript:%20void%20showTicker(‘PFE’)) ) is marketing energy drinks under its SoBe and vision Dew brands. And mugwump entrepreneurs have elbowed their way in with products such as Rockstar and FUZE Mega Energy. every month we pick up a new product or two,” says George Kalil, who runs an independent bottling company in Tucson. Sacks estimates that the energy-drink category is growing 50% a year and that there’s room in the market for everybody. These are the new soft drinks of the world,” he declares. Sacks and Schlosberg are fending off the attack by diversifying.\r\nThey’ve launched Joker, an energy drink sold altogether in Circle K convenience stores, and Rumba, a caffeine-laced juice drink designed to be a morning pick-me-up. And they introduced Monster Assault, which comes in a black-and-gray camouflage can that saysDeclare war on the ordinary! ” It’s a slogan that could describe the juiced-up strategy of this formerly sleepy beverage player. It is ostensible that Monster has become a major player in the energy beverage market. We hope to be the number one choice of energy drinks among consumers.\r\n \r\n'