An integrated marketing campaign for Monster Energy Drink

Date of Publication

2013

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Benison Y. Cu

Abstract/Summary

Monster Energy Drink is a premium energy beverage developed by Monster Beverage Corporation (formerly Hansen Natural Corporation) and was initially introduced to the American market in April 2002. The drink, in its innovative 16-ounce pack servings, quickly gained popularity among the young population and the energy drinks brand expanded its reach to provide that distinct energy boost to consumers overseas, including the Asia Pacific region. Through Crystalite Distribution Group Inc., Monster Energy Drink formally marked its territory in the Philippine energy drinks market last August 2012.

The Monster Claws integrated marketing communications campaign seeks to position Monster Energy Drink as a top-performing energy drinks brand that can help maximize the ever-busy lifestyles of the Filipino millennial population in particular, its target consumers of 22 to 29 years old young professionals of socio-economic class AB to upper C in Metro Manila. The campaign particularly leverages Monster Energy Drink as a companion that maximizes the lives of the target market, delivered in an energy-driven, exciting, and youthful manner.

Among others, the campaign aims to augment the target consumers level of brand awareness and conversation points with Monster Energy Drink through communications medium that the Filipino millennials consider relevant and engaging a media mix which includes internet, guerrilla outdoor placement, point-of-purchase display, sales promotion, events, and publicity. These objectives will eventually lead to other campaign-driven goals, including a projected increase in trial purchase and the subsequent conversion of these trial purchases into brand preference for Monster Energy Drink. Accordingly, the campaign will run for six months from September 2013 to February 2014.

Unleash the beast! Monster Energy Drink!

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG006312

Shelf Location

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

Physical Description

1 computer optical disc. 4 3/4 in.

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