Agenda Brand Inventory Brand Exploratory
– Qualitative – Quantitative • Awareness • Image
Take Away
Finished Products Segment – Monster Energy® Brand Energy Drinks
Concentrate Segment – Strategic Brands Energy Drinks
Marketing Mix Overview 16oz
From $1.67 with online retailers to $4 with brick and mortar retailers
Extreme Sports
Indirect Distribution with
Gaming
Social media
Marketing Mix Overview
8.4oz From $1.67 with online retailers To $3 with brick and mortar retailers
From $1.67 with online retailers To $3 with brick and mortar retailers
Indirect Distribution + Strong nightlife presence
Brand Exploratory Brand Image
18 - 25
Qualitative
Currently living in Canada
Regular drinkers or very familiar
Energy
Energy
Man
Thailand
All nighter
Extreme Sports
Rock and Roll
Gives you wings
Gaming
Studying
Qualitative
Hyper energized Loud Uneducated Baggy pants Greasy hair
Qualitative
Young Adult Male Enjoy partying
Sophisticated Athletic Care about appearance
Projective Techniques “I need energy to accomplish my goal” “I look cool”
Qualitative
“I’m about to party” “I’m tired and need energy”
Black clothing Heavy Qualitative
Slim Athlete Strong Healthy
Rebound relationship
Qualitative
Childhood friendship
Casual friendship Fling Enmity
Best friends Compartme ntalized friendship Secret affair
Awareness Online survey sent out through social media Narrowed to qualified respondents (33/140) • live in Canada • 18-25 years old • Familiar with energy drinks
Recall - Aided Recall Test Monster Energy as first choice: 23%, second choice: 54%, third choice: 10% Red Bull as first choice: 77%, second choice: 15%, third choice: 10% All respondents mentioned both brands Red Bull is retrieved faster
Quantitative
Recognition Distorted Cue Test
100%
Simple Test: “Have you seen or heard of ... ?� All respondents had prior exposure with the brands.
Quantitative
97.7%
Consumers of energy drinks are highly aware of both brands
Image
Fierce
Extreme Sport
Quantitative
All-Nighter
Masculine
Energy
Partying
Uniqueness
Quantitative
Image
Quantitative
Net Promoter Score
Monster → -88.1 (93% detractors and 5% promoters) Red Bull → -40,5% (62% detractors and 22% promoters)
Brand Values ATTRIBUTES
BENEFITS
ATTITUDES
Masculinity
Variety of flavors
Overall negative
Quantity/ Price value
POD: Virile product that delivers maximum strength and energy to consumers
Strength Aggressiveness
Energy provided
Brand Values ATTRIBUTES
BENEFITS
ATTITUDES
Sophisticated
Source of energy
Overall positive
Projects healthy and attractive image
POD: energyfilled product that promotes active lifestyle
Adventurous Athletic
Supports sports
Brand Narratives “ Monster Energy is a powerful product that provides you with the maximum energy and strength to enhance your masculinity” “Red Bull is a performance enhancing beverage that fuels your active and adventurous lifestyle and helps you achieve your ultimate goals”
Takeaways Wild, extreme Second class to Red Bull
Less socially endorsed
Energy Partying
Clean, sophisticated Associated with physical activities Intimate, supportive
QUESTIONS