Monster Energy
Table of Contents
Company Introduction -------------------------------------------------------3
Product Introduction---------------------------------------------------------3
Marketing Strategy -----------------------------------------------------------4
Marketing Mix -----------------------------------------------------------------4-6
Conclusion ----------------------------------------------------------------------6
References ----------------------------------------------------------------------7
Company Introduction
Monster Energy was introduced in the market in the year 2002 by Hansen Natural Corporation. It is manufactured by Monster Beverage Company of Corona, California (Boyle, 2006). Hansen Natural Corporation is a beverage company founded in 1935. At the time, the company made juices and natural sodas but was virtually unknown outside California (Boyle, 2006). In the 1930’s, Hubert Hansen and his sons started to sell fresh, non-pasteurized juices to retailers in Southern California including some film studios under the Hansen’s name. Later in the following years, the grandson of Hubert, Tim Hansen, developed numerous Natural sodas and 100% juices also under the Hansen’s brand. (The Hansens Story, 2011)
Product Description
The name “Monster” was thought up by Mark Hall, a salesman at the moment, who joined Hansen in 1997 and was decided by a poll (Boyle, 2006). It is one of the first drinks launched in the market in a 16-oz can, which is almost double the size of the standard "bullet" size can of many other energy drinks such as Red Bull, but for the same price. It is obtainable at most supermarkets and convenience stores in the U.S. and Canada. The regular Monster Energy comes in a 16 oz black can with a distinct green "M" symbol. The pull tabs are also distinctive from typical pull tabs because the Monster Energy pulls with an "M" instead of a round or oval hole (Monster Energy, 2007). Currently, there are 30
Company Introduction -------------------------------------------------------3
Product Introduction---------------------------------------------------------3
Marketing Strategy -----------------------------------------------------------4
Marketing Mix -----------------------------------------------------------------4-6
Conclusion ----------------------------------------------------------------------6
References ----------------------------------------------------------------------7
Company Introduction
Monster Energy was introduced in the market in the year 2002 by Hansen Natural Corporation. It is manufactured by Monster Beverage Company of Corona, California (Boyle, 2006). Hansen Natural Corporation is a beverage company founded in 1935. At the time, the company made juices and natural sodas but was virtually unknown outside California (Boyle, 2006). In the 1930’s, Hubert Hansen and his sons started to sell fresh, non-pasteurized juices to retailers in Southern California including some film studios under the Hansen’s name. Later in the following years, the grandson of Hubert, Tim Hansen, developed numerous Natural sodas and 100% juices also under the Hansen’s brand. (The Hansens Story, 2011)
Product Description
The name “Monster” was thought up by Mark Hall, a salesman at the moment, who joined Hansen in 1997 and was decided by a poll (Boyle, 2006). It is one of the first drinks launched in the market in a 16-oz can, which is almost double the size of the standard "bullet" size can of many other energy drinks such as Red Bull, but for the same price. It is obtainable at most supermarkets and convenience stores in the U.S. and Canada. The regular Monster Energy comes in a 16 oz black can with a distinct green "M" symbol. The pull tabs are also distinctive from typical pull tabs because the Monster Energy pulls with an "M" instead of a round or oval hole (Monster Energy, 2007). Currently, there are 30
References: Caffeine Content of Drinks. (2011). Retrieved December 1, 2011, from www.energyfiend.com: http://www.energyfiend.com/the-caffeine-database Jordan, C Monster Energy. (2007). Retrieved December 1, 2011, from www.energysip.com: http://www.energysip.com/dr_monster.html Rizzi, D The Hansens Story. (2011). Retrieved December 1, 2011, from www.hansens.com: http://www.hansens.com/us/en/about-us/hansens-story/