Marketing strategy of Monster Energy

https://www.monsterenergy.com

Among energy drinks, Monster Energy achieved a breakthrough in France due to a particularly intelligent marketing strategy in which motor sport and motorcycle enthusiasts occupy an important place.

Monster Energy has unusual marketing and positioning compared with other energy drink company such like they would not pay too much on media or advertisement platforms for the marketing but through action sports, music, e-sports and game as well as the be seen everywhere Monster girls.

Monster Energy was created in 2002, and the brand arrived in 2008 in Europe and until in March 2009 started to enter the French market.

According to Stéphane Munnier, head of the French market, he said that the consumer public are the fans of this energy drink, they will wear our colours on by-products.  He adds that, until now, they have ranked second in the French market for energy drinks with a market share of 18%. Coca-Cola is responsible for the distribution of Monster Energy in France, but there is no capital relationship between this two brands.

According to senior vice president global marketing of Monster Energy interview, we could know more about their strategy about Monster.

“We’re very hesitant about doing interviews for no other reason than focusing on building the brand one can at a time with intimate consumer connections,” Radley said. “Our marketing has always been very below the line. We’re mindful of that, so we try to keep our time with the press minimal just so it doesn’t look like we’re pushing so much in your face. Everything we do is genuine and sincere, and we try to keep that for all points of communication.”

Once the conversation can be cracked wide open, he said that in order to get close to their core consumers and let them generate infinite feelings that can be used to participate. These are all to determine their correct audience which for them from 18 to 30 years old consumers. It could customers distinctive experiences.

One of Monster's most important consumer verticals is gaming and e-sports, which focuses more on athletes' advertising teams and fewer alliances. It can help Monster globally identify the emerging games and top players it needs to be involved with.

In addition to games, Monster has a unique connection with Monster Girls. Although ladies have exposed their appearance in the past, they are indeed an integral part of building brand awareness and interacting with fans. It can help the company attract more fans and expand the company's visibility.

https://www.monsterenergy.com

“When you put Monster next to any other consumer product group, what we do very well is experiential marketing and fan engagement activations at events,” Radley said. “The Monster Girls are smart, beautiful, energetic, edgy, they’re everything that Monster is.” He also said that even though this is sometimes controversial, but their brands are thriving in this area. They would not shy away from their core part.

They rejoined with UFC superstar Conor McGregor, further enhancing the brand's "bad boy" image. In order to promote Floyd Mayweather-McGregor in August, Monster re-established a relationship with MMA stars and deviated from their daily marketing strategy, using paid media with a 360-degree digital program to promote content from various social channels and watch Party, retail tying, point of sale and stickers and sweatshirt giveaways. Ladley said that landing partnerships, such as McGregor's business on the "Fighting Night" short film and the M Claw logo, is like a "winning lottery."

They have almost never made online media purchases because Radley thinks they are not a brand for commercial advertising. He adds that “We’ve been involved in combat sports for a long time, and Conor has been a perfect embodiment of everything that we think about our brand. For us, it’s about harnessing and maximizing the association of our brand with Conor and leveraging partnerships and associations with bottlers and retail partners across all platforms globally.”

Their marketing is so much different than what they’ve done before. "I think if you look across the broad spectrum of energy-drink companies, we really are the leader in driving innovation,” Radley said. “It’s not changing our messaging, it’s understanding who our customer is, the changing landscape and offering a broader range of products to them.”

A brand with such imagery and passion who packed in a can could talk to people. It's not just about drinks, it's about unique experiences, about energy, emotional connections with brands and learning from them. It keeps you there. She said “We took them on a learning journey and they became believers in the brand. "

Jiali ZHU