Monster Energy

Name:                Park Joseph

IC:                     G0632404K

Diploma :          International business

SIM ID :            10143873

Date of Birth :   20th Feb 1995

Module :            MKT 101

Monster Energy company has brought  a new product to the market, called “Monster Dragonfruit-Pomegranate”, specially designed for the teens and young adults who are especially vulnerable to insufficient energy and persistent exhaustion as well as for those  extreme sports enthusiasts, hip-hop group and gamers. In the following paragraphs, we will look into how Monster Energy is planning to integrate and coordinate its promotional mix tools for maximum overall impact to win its market share.

The Integrated Marketing Communication (IMC) campaign for Monster Dragonfruit-Pomegranate is “Drink and Go” The overall message of the campaign is that there are so many things around us that are amazing and inspiring which can make us feel our life offers limitless opportunities and willingness to give an attempt to achieve dreams. However all these are ignored due to tiredness we feel which are caused because of our super-charged lifestyle. Hence the campaign message is telling us to feel excited, interested and energized  once again by drinking Monster Dragonfruit-Pomegranate, which will give the consumer the energy he needs to continuously work on his ambition.

    Monster Energy Company is going to integrate and coordinate its promotional mix tools of advertising, public relations, personal selling and consumer sales promotion by combining these elements with place, price, and product to position the firm’s offering in peoples’ minds. By doing this, Monster Energy will successfully integrate and coordinate its promotional mix tools for maximum overall impact.

The first promotional mix tool is advertising.  We are doing message strategy. The objective is to build up long-term image for a product and to trigger quick sales. Monster Energy is going to launch large posters all around Singapore. The media to advertise the poster would be public vehicles, bus stop advertisement and on vehicle vans. The reason of advertising using these media is to continuously repeat the message to the consumers which will make them to view our products as more legitimate and will be remembered. However, this method of advertising is very expensive. Hence, we will need to ensure that the quick sales triggered by this advertising will cover up the budget we spent for this program. Hence, we are doing percentage-of-sales method.

The second promotional mix tool is public relations. Reaching the public to promote and protect the image and reputation of the company and its product is very important. It should work hand in hand with advertising within an integrated marketing. We believe having promotional jobs offered to young people with innovative ideas and are very social is a good idea. They will drive cars with a big Monster Energy poster strapped at the sides will travel around campuses and offer free samples at parties and try to hire people for promotion teams at clubs, gyms, universities or sporting events because young and energetic people are shown there underlining the image of Monster Energy aspires. These young people will be like Alpha Bees. If these young people like the product, they will tell others about it and that is the most impactful advertisement, consumers orally passing on the satisfaction of the product.