Monster Energy Drink Marketing Mix

As humanity progressed to the 21st century and even from the late years of the 20th century, the methods that organizations have been using for promoting their products and services have changed dramatically. By moving to the era of information, social media and globalization, organizations had to change the way they were placing themselves into the perceptions and minds of consumers, especially in certain industries. One of those industries is the energy drink industry, for which companies had to find innovative and very different ways of promoting their products in order to make it a part of people's everyday lives; what is more, an “artificial” gap had to be created. Belonging in the overall soft drinks/beverage industry, the energy drink

Later on the company was bought from Rodney Sachs and Hilton Schlosberg and changed its name in 2012 from Hansen Natural to Monster Beverage Corporation. The organization has as its core business to develop, market, sell and distribute alternative beverages (Reuters, 2015). The difference between other competitors that are acting in the industry is that Monster was one of the first companies that used a bigger can and not the classic smaller one that Red Bull markets. Furthermore the organization promotes its self as “way more than an energy drink…a lifestyle in a can” (Investopedia 2015). Monster follows a similar path of creating brand awareness and promoting its products as Red Bull. Promotion through events, sponsoring of extreme sports athletes, music events and beautiful models, the so called “Monster Girls”. In 2014 Monster came into an agreement with Coca Cola to sell the 16.7% for $2.15 billion. With this agreement the organization has the support of one of world’s largest corporations (Athavali, 2014). By gaining access to the extensive global distribution system of Coca Cola, Monster will now be able to expand even more and reach more customers in countries such as China, India and Brazil where there are still consumers that remain unserved. Already it is very close to become the dominant player in the US by surpassing Red Bull in sales. However it is still difficult to

The organization is trying to promote its product by saying that its energy drink is “designed exclusively for those who lead active lifestyles and” (Investopedia, 2015). Rockstar wanted to offer to their customers plenty of solutions in terms of flavors and amount of product, thus it is offering 27 different varieties of the product in three different sizes. Rockstar is considered to be the third most important player in the energy drink industry and it is sold in more than 30 countries around the world (Investopedia, 2015). Finally it tries to advertise itself through action sports, motorsports and live music events and professional models. However its disadvantage is that it does not reinvest large amounts of money in advertising as the other two competitors (Brown,