Market Segmentation of Energy Drinks, Monster

With packed schedules, there is a high chance that a lot of us do not get enough sleep. So, we spend a considerable amount of our day acknowledging the fact that we are tired. Exam season is here, by the way. Getting more sleep is the obvious solution to the problem, but it is not always the best possible version. Thus, one thing that can always come to the rescue is the consumption of energy drinks. Energy drinks include ingredients that are high in caffeine and sugar. This, in turn, keeps you awake more easily. Monster Energy is the brand that we are going to focus on in this blog.

To begin with, we are going to take a look at the segmentation strategy of Monster Energy.

We will first watch this short video to reach our point more distinctly.

These days, lots of people make the decision to make healthy choices when picking foods and drinks.

So, in this video, Monster introduces us to its list of items that have no sugar added. There are overall four drinks. The first one is the Ultra Rosa flavor, the second one is Ultra Violet, the third one is Zero Ultra, and the last one is Ultra Fiesta. 

The music and the video match perfectly. The music already gives us the idea that waking up and getting energized is the sole goal of this brand. 

We later see the character of the video drinking the Ultra Fiesta, and his eyes light up, making it evident known that this drink works.

Judging by the Nike t-shirt that this guy is wearing, we can simply guess that this video is in collaboration with Nike. 

These zero sugar drinks simply give you “Monster” energy. 

So, what can we guess from this thirty-second ad?

The alleged segment that Monster Energy targets is smart when it comes to every aspect of life. This also refers to their lifestyle choices and the possibility of leading a healthy life, hence the zero sugar drink.

The second most important quality of the alleged targeted segment of Monster is practicality. A can of Monster Energy Drink that is 16 fl. oz costs about $3.20. That price is pretty reasonable for the bottle that one is getting. If that is not practicality, we do not know what is. 

And lastly, this ad is a pretty entertaining one if you ask us. The music, the products, and the background all contribute to making the ad a little more fun. 

At this point, we can be pretty sure that the segment that Monster Energy has chosen to target is Conscious Progressives.

What else do we know about this segment?

Lifestyle and values:

Conscious Progressives are very keen. They are continuously on the hunt for unused data. Individuals around them continuously have the benefit of the doubt since they continuously, one way or another, assemble profitable information from Progressives. 

Progressives are down-to-earth human beings when it comes to life. You will especially see their common sense in how they treat their finances. They never spend cash on items that they do not truly need. 

Progressives pay specific attention to being appealing. They accomplish their attractiveness with a few things in mind. The first contribution to their attractiveness is their looks. However, their personality and intellect are just as important in acting as a cherry on top of their confidence. 

Numerous companions encompass this segment that they can believe in and depend on. They cherish investing quality time with friends, and the area of the gathering is truly not that significant. What matters most is that Progressives make great memories with their loved ones. 

Progressives point to a fruitful career. In any case, it is not always that Progressives will readily do penances for career opportunities. 

This section appreciates contributing to the companies they work at as much as conceivable. When Progressives really believe in any phenomenon, they will adhere to their opinion. They are prepared to strongly clarify their perspective to everyone that has an inverse conviction.

This segment is ecologically friendly and shows it with the help of their lifestyle decisions. 

Progressives’ companions are all distinctive from each other, bringing something special to the table. And Progressives adore this since they flourish off of being around interesting individuals.

This segment profoundly adores its family. They, beyond any doubt, continuously spend some quality time with their family. 

Progressives have to pick up acknowledgment from their cherished ones for their success. Progressives, too, appreciate having a little alone time. This can be when they prepare for their life’s hectic decisions and reflect on them.

In relationships, Progressives are genuine and loyal. This makes it that Progressives ordinarily find themselves in long-term relationships.

Attitude to shopping:

Progressives will only pay consideration to advertisements in the event that they are engaging. Aside from amusement, advertisements ought to have some sort of message or noteworthy hidden meaning. 

That is since Progressives continuously appreciate thinking deeply. This segment pays zero consideration to the packaging of the merchandise that they are acquiring. The item and its usefulness are all the factors that Progressives take into consideration. 

Indeed when Progressives buy things for emotional purposes, they still consider the usefulness of the products. 

Quality is the other most critical thing before purchasing an item. Because Progressives put their time and thought into their looks, they purchase a lot of clothing items. They mainly buy cozy staple items.

Other interesting facts:

• Conscious Progressives are overly socially active individuals.
• Their hobbies mirror their intelligence most of the time.
• Progressives try not to be mainstream. Yet, they are also somewhat close to being mainstream.
• Conscious Progressives are intense media users.
• View newspapers as an important information medium.
• They are active internet users because it maintains their information on world news.
• The radio is another significant channel that they also utilize.

Next up, we are going to take a look at the positioning plan of Monster Energy. 

The word Monster sums up the secret childhood figure beneath the bed, or maybe, one of the numerous Hollywood horror motion picture adaptations. The neon green claw symbol that speaks to Monster vitality drink has positioned close behind the boogeyman or Frankenstein. 

Like those Hollywood figures, the claw symbol has ended up an identifiable image for the No. 2 offering brand within the fast-growing vitality drink category, which has gotten to be a constrain all its own.

Monster is forceful, cool, evil, dim, puzzling, and fun. Monster is about sports, partying, punk rock music, etc. 

One thing that is outstanding about Monster is that it is not solely a brand, but there is a whole identity and character behind it. 

Monster’s products change as consumer preferences do. 

Monster proceeds to showcase to that target statistic of youthful, 18- to 30-year-old guys who are into action sports, rock music, and in requirement of energy. 

Monster keeps this demographic in mind as it launches modern varieties from its initial drink. The product debuted in a 16-ounce can and the “green” lineup. 

Inside all of its advancements, Monster looks to grow energy drinks for more utilization events.

Rather than flavors, Monster Energy considers personalities for its drinks. Monster centers on supporting competitors, specialists, identities, visits, and occasions to target its young demographic of men.

Also, Monster features a Hispanic activity, which supports Spanish rock groups and over 40 occasions a year. The brand moreover incorporates a presence on college campuses with Monster envoys found on about 150 campuses over the nation. 

Besides, the brand has roughly 25 road groups across the nation’s markets to provide vitality where its buyers require it the most. 

The teams go to shorelines, skate parks, record stores, and other nearby home bases to test Monster items.

Last but not least, we are going to look at the marketing mix of Monster Energy.

But first, you may be wondering what the Marketing Mix actually means. It talks about a few angles of a company. Those elements include product, pricing, place, and promotion.

All of those words start with the letter “P.” That is why we can also refer to the Marketing Mix as the 4Ps.

Now, we are going to discuss every “P” one by one. 

Product:

Monster Beverage Corporation introduced Monster Energy as a product back in 2002. As of now, the focus is on advancing the brand title and progressing the taste qualities of this energy drink.

Moreover, much consideration is paid to planning its package, which is related to the brand title and proposed involvement. 

Hence, it is conceivable to note that the company intends to utilize all accessible Product instruments to advance Monster Energy: the brand title, the quality of taste, plan, and involvement.

Place:

The place could be a noteworthy component of the showcasing mix for Monster Energy. That is because the company pays much consideration to the dissemination of the item while supporting a run of sports and music occasions. 

In this way, the dispersion of Monster Energy is related to locations where it is possible to meet numerous young adults and teenagers. 

Moreover, it is vital to state that the assortment of Monster Energy items is proposed within the primary grocery store chains in the US.

Price:

Price is another aspect of the 4Ps which impacts Monster’s deals. To stay competitive inside the market, the cost of Monster Energy can increment relatively to changes in competitors’ costs. The market patterns also play a vital role in price changes. 

Besides, arranged increments within the product’s cost are more often than not pre-announced for wholesalers and clients. The current cost of Monster Energy is comparably high. The cost of Monster Energy is seen as sensible with the focus on brand acknowledgment and the quality of the item.

Promotion:

For Monster Energy, Promotion is straightforwardly related to Place. That is because promoting exercises are or pretty comparable. 

The main goal is on promoting items with the assistance of supporting diverse occasions, celebrations, and competitions. 

Monster Beverage Corporation has not chosen conventional promoting with the assistance of media as a procedure to pull in customers’ consideration. 

On the opposite, the company has chosen to bolster local sports groups, advance extreme sports competitions, and organize music celebrations. 

As a result, young people learn about the item from each other, and they are intrigued by Monster Energy increments.

And that sums up the “Market Segmentation of Energy Drinks, Monster” blog. We looked at different components of the brand’s marketing techniques to unravel its secrets to remaining successful. We discussed Monster Energy’s segmentation strategy, positioning plan, and marketing mix. We constantly come up with new content about other well-known brands. If you liked this blog, make sure to visit our main website. You will find a great list of blogs to read from that are both entertaining and educational.