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Final Individual Assignment(Advertisng Campaign Planning) Monster Energy

In: Other Topics

Submitted By DorineFoo
Words 1459
Pages 6
1. The problems of Monster Energy Drink

The problems of Monster Energy Drink is people perceive Monster Energy drink is unhealthy. The reason is the level of caffeine is high (e.g : 160 mg per can). It is also causes death / health problems. For example, a 14 years old Maryland girl who died from heart arrhythmia after drinking large cans of Monster Energy Drink on two days. Another problem is nowadays, people are become more health - conscious and they are also looking for healthy drinks. Actually, Monster Energy Drink had come out Monster Energy Absolutely Zero, Ultra Zero, and Ultra Red etc. These three products are zero calorie and zero sugar but Monster Energy did not highlight these three products very much. Another problem is lack of awareness in Malaysia market. For example, Monster Energy Drink is already in Malaysia market but they did not advertise their products through print media, out-of-home media, and other media.

2. SWOT Analysis of Monster Energy Drink

The strengths of Monster Energy are no.2 top selling energy drink in worldwide and its’ products can found in many countries( United States and Europe). Besides , Monster Energy has strong brand identity. For example, Monster Energy is an aggressive, cool and strength brand. When you go to visit Monster Energy’s website, you can see that its’ website is black , green and gray which are associated to its’ brand identity . Monster Energy is easily to recognized because its’ logo is a green color crawl. Monster Energy has innovative and attractive can designs. For example, innovative and attractive can designs are appealing and trendy (E.g. Cuba Lima, UberMonster, Ultra Zero, and Extra strength etc.). On the other hand, Monster Energy is targeting motorsports and motorcycles. For example, Monster Energy had signed new sponsorship with Kawasaki Racing Team. Monster Energy has huge online audiences on its’ social media (E.g Monster Army). For example, Monster Army Facebook Page has 270, 000 likes. Monster Energy has different variety flavors compare to its’ competitor , Red Bull.

The weaknesses of Monster Energy Drink are bad reputation of death occasion. They also did not using mass media advertising because they are more focus on sponsorship of extreme sports, motorsports, motorcycle, and music events. Monster Energy is limits itself to the target audiences that follow extreme sports and aggressive music. Many consumers may unaware of the variety of flavors are available. The reason is Monster Energy is highlighting the original flavors than other flavors.

The opportunities are entering new market. Monster Energy Drink can target someone who are health - conscious. They also can launching promotion in non - extreme sports such as marathon, decathlon and others.

The threats of Monster Energy Drink are there are lots of competition such as Red Bull, Burn and Rockstar etc. The competitors’ price may cheaper than Monster Energy Drink. The Food and Drug Administrative is restrict the amount of caffeine in energy drinks.
3. Consumer Profile

The target audiences of Monster Energy Drink are Malaysian young adults who are age 18 to 34 years old. They are also stay in Klang Valley, Penang, Johor Bahru, Malacca and Ipoh. Besides, these target audiences are health - conscious and active in every sports except extreme sports. They are also workaholics .

4. The objectives of Monster Energy Drink ‘s Advertising Campaign Planning

The objectives are to increase the awareness of Monster Energy Drink in Malaysia market and to approach and engage the target audiences.

5. Big Idea

The big idea is “Unleash The Beast Within”. It means after you drink Monster Energy, you will become more energetic and powerful as a beast. So, you won’t give up to achieve your goals.

6. Timeline

December 2014 - Increase the awareness • Monster Energy will be advertised in print media like Newspaper (The Star), football magazine (Four Four Two) and Running Malaysia magazine. • Objective is increase the awareness of Monster Energy for one month. • So, people will remember Monster Energy forever.

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January 2015 - Roadshow • The roadshow will be at Bukit Bintang (Kuala Lumpurr), Auto City (Penang), and Danga City Mall (Johor Bahru). Why choose these places is because there are lots of people like hanging out there • The roadshow will be held for two days (Saturday and Sunday) and start from 11 am - 3 pm. • Objective of the roadshow: Trigger the curiosity of public , so they will feel interested and come to the roadshow.

|Weeks |Places |
|First week |Bukit Bintang, Kuala Lumpur |
|Second week |Auto City , Penang |
|Third Week |Danga City Mall, Johor Bahru |

• Activities:
A giant beast is holding a Monster Energy drink
Mini games (E.g , penalty kick and Nintendo Wii etc).
- Public who is joining the mini games, they will get a free drinks but they must like Monster Energy ‘s Facebook page first.
Monster girls hold a Ipad to ask the public to like Monster Energy ‘s Facebook page. After liking, they can get free drinks.

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January - May 2015 - Mobile advertising (Monster Cars) • Monster Energy cars will going to colleges (IACT College, University Multimedia University, and University Teknologi Petronas etc), working places(Publika etc.) and sports arenas (futsal and badminton etc) in different states. • Objective : Gain attention from the public.
|Date |Places |
|18 – 24/1/15 |Klang Valley |
|15 – 22/2/15 |Malacca |
|15 - 21/3/15 | Johor Bahru |
|19 – 24/4/15 |Penang |
|17 - 23/5/15 |Ipoh |

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February - March 2015 - Sponsorship
I. Sponsorship of Nike We Run Kl

• Nike We Run Kl will be held for one day (1/2/15 , Sunday) and start from 5 am - 10 am. The location is Kuala Lumpur City.

II. Sponsorship of Viper Challenge

• Viper Challenge (Asia’s largest obstacle event) will be held for two days (14 -15/3/15, Saturday and Sunday) and start from 7.20 am (Individual) and 8 am (Groups) - 12 pm (5 hours) . The location is Sepang International Circuit, Kuala Lumpur.

• Why sponsor these two events is because Monster Energy, Nike and Viper Challenge have same objective. The objective is encourages people push their limits, do their personal best, and build their confidences towards the challenges.

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April 2015 - Social media contest • “Unleash The Beast Within” contest • There will be a one week challenge (5 - 11/4/15) • Objective of this contest is encourage people to be more active and spontaneous in their everyday lives, promoting the trend of ‘mindful living’ and motivates them to push their new limits.

Example :

I) Day 1: Run a marathon’ Day 2 : Travel / explore a place they never been to Day 3 : Try crowdsurfing, bungeejump and parasailing etc.

II) Use Instagram to record the video of the memorable moments, hastag #UnleashTheBeastWithin. Share the video on Monster Energy Facebook page .

III) Select three winners from the contest. They will get free trip to California (7 days 6 nights).

May 2015 - Collaboration • Collaborate with Nike Malaysia to organize “Malaysia First Decathlon
Challenge”.Why collaborate with Nike Malaysia? The reason is they have similar brand image (strength and cool) and bring the same message which is encourage people never give up to achieve their goal. • The decathlon is a combined event in athletics consisting in track and field events. • Decathlon Challenge will be held for two days (30 - 31/5/15) and start from 9 am - 2 pm. The location is Bukit Jalil National Stadium, Kuala Lumpur. • Before Decathlon Challenge, Monster Energy will providing participants a training for two months (March and April) . So, their stamina will be increased during training. • Promote Decathlon Challenge through Monster Energy Facebook page. • If someone are interested in Decathlon Challenge, they can sign up from Monster Energy’s website. • Decathlon Challenge is open for everyone who is age 18 - 34 years old • Objective of Decathlon Challenge: Encourage people dare to challenge themselves.

|Days |Events |
|First day (30/5/15) |100 meters, Discus Throw, Pole Vault, Javelin Throw, and 400 |
| |meters (men and women categories) |
|Second day (31/5/15) |100 meters hurdles, Long Jump , Shot Put, High Jump, and 1500 |
| |meters (men and women category) |

Awards • Performance is judged on point system in each event. So, the winners can receive the awards.

Men and women categories (Age 18 -34)

• For those did not receive awards, they still can get medal and certificate. The reason is they should deserve it and they also try their best for Decathlon Challenge.

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7. Expected Outcomes

The expected outcomes are more recognition of Monster Energy Drink in Malaysia. So, Malaysian will know that Monster Energy Drink is already existed in Malaysia. In addition, the sales of Monster Energy Drink will be increased. The target audiences will also have a loyalty with Monster Energy Drinks.
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First place (RM1200 cash + certificate + gold medal)
Second place + RM800 cash + certificate + silver medal)
Third place + RM400 cash + certificate + bronze medal)

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