A marketing plan for Monster Energy Philippines

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Milette Zamora

Defense Panel Chair

Carmelita Walton

Defense Panel Member

Raymond Vergara

Abstract/Summary

From 2006-2011, the energy drink segment of the sports and energy drinks industry in the Philippines experienced hasty growth of at least 90%. During these years, the current market leader and challenger entered the market to cater to the working-class. This year, Monster Energy, the market leader of this industry in the United States of America, entered the Philippines. The brand positions itself in the market as a premium drink that is between the refreshment and functional group. Being new in the market, its goals prioritize availability, awareness, brand building and trial. The group proposed a marketing plan for the product to help the company in achieving its vision to lead the growth of the energy drink market in the Philippines. This marketing plan also suggests modifying the current target market of 16-25 year-old males who are living the active extreme sports lifestyle by adding females and males of the same age bracket who also have extreme lifestyles but in their academic and work activities. This marketing plan aims to increase awareness, trial, and sales while expanding the distribution to reach the suggested target market. For the next fiscal year, the goals are: First, to ensure 100% price compliance of all accounts carrying Monster Energy Drink; Second, to expand distribution and make sure that the brand is available in CVs, leading supermarkets, specialty stores and bars in urban areas; Third, to increase awareness by 13% from current awareness of 37% to get a total of 50% awareness; Fourth, to increase trial by 10% coming from current trial rate of 30% to get a total of 40% trial rate or 694,449 consumers; Fifth, to increase sales by 15% or 1,247,997 units sold. Instruments to achieve these goals are below the line advertising, trial consumer promotions, sales promotions, and trade promotion programs.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020403

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

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