Purchase decision: Buying value
A consumer’s level of involvement in the purchasing process is usually rated from low to high. Monster’s consumers are not overly invested in the purchase decision. They have limited problem solving involvement, examining only few brands, considering only select sellers of products and spending little time searching before making their decision to buy a Monster energy beverage.
Having examined the alternatives (however many); the consumer is almost ready to make a purchase decision. In buying value, the choice of choosing Monster will depend on such considerations as past experience, buying the product/beverage and the location of purchase. Deciding when to buy will include sales persuasiveness, store atmosphere and financial circumstances such as income. From who to buy Monster Energy drinks from would depend on the sellers location; retail stores such as Wal-Mart, Shoppers Drug Mart, various post-secondary institutions and convenient stores all stock Monster beverages. The effects of technology on purchase decisions make it more convenient to purchase Monster beverages and the high profile extreme sport endorsements also strongly influence the purchaser’s decision to buy Monster Energy drinks. Even the marketing for this drink is extreme and edgy, allowing the consumer to assume these characteristics to satisfy their self-perception as well as their desire.
Post-purchase behaviour: Value in consumption or use
The post purchase behaviour of a Monster Energy drink consumer depends on their satisfaction or dissatisfaction of the product or company itself. For instance, customers new and old, who have already tried Monster Energy drinks and are satisfied with it (i.e. quality/taste) will in ...
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From the review of U.S Census on the size of the market segment to which the marketing campaign of Dr. Thunder would target, it has been found that the marketing campaign would target around 3 million Americans. Over the past 10 years, it has been noticed that the target market segment has grown for about 7.7% (United States Census Bureau, 2013). Moreover, the target segment would expand by another 8.9% in the coming ten years. Upon understanding the dynamics of soft drink industry in USA, it is found that the following three factors have an impact on the consumer behavior of this industry:
I have chosen to assess Gatorade’s new G Series campaign. It consists of three separate products that are each to be used at a certain point in athletic activity. The first is 01PRIME (Gatorade.com, pictured to the right), it is to be taken 15 minutes prior to activity and has components very similar to an energy drink. It is high in B-vitamins and electrolytes, it’s meant to give a burst of energy right before a workout or competition. The second product is 02PERFORM (Gatorade.com, pictured to the left), which is their original product they’ve been selling for 40 years. It is meant to be consumed during an activity. The only changes are the fancy new name and updated packaging. The third is 03RECOVER (Gatorade.com, pictured below), it is to be taken post-exercise. The product is high in protein and helps the body recover from its exertion. It is comparable to many other post-exercise protein drinks but it also claims to be the first of which that actually quenches your thirst. The audience Gatorade is trying to reach is athletes that want to maximize their effectiveness at their given sport. They are also trying to aggressively penetrate two new markets, energy drinks and post-exercise protein drinks, that they have not previously thrived in, using their flagship beverage as part of the campaign. This campaign is currently running and has been for most of 2010.
focus more on the fun-for-you, major brands: ignore the other two segments, and focus on PepsiCo’s core products. The issue is that it may seem as though PepsiCo is going back on their word and Nooyi’s strategy. As well, PepsiCo might be seen as unethical for pushing their high-sugar, high-calorie drinks and junk food, while Americans and those of other nationalities are facing higher and higher levels of obesity.
As per this the authors conducted an experiment with energy drink revealing the importance of motivation as an important factor contributing to placebo effect in marketing.
From what you can see in the (Datamonitor) after 2006 the energry drinks sold just under 400 million more liters then they did in 2006. The market value for energy drink would continue to increase until 2009 when they starteed to decrease the amount of liters sold in the USA. In 2009 and ...
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
We see that energy drinks and sport drinks are used more frequently in young adults. Advertisement market to young individual to influence them to buy their products. Example, in a Powerade commercial you will see a man out on the basketball court running up and, down the court sweating and chugging a Powerade. This commercial put in the mind of young men that cool men play sports and drink Powerade. To fit into the image that was marketed to the young men you see many young men drinking Powerade and playing sports so, that they can be more like the cool man that was shown on the advertisement. We also see that brands like Red Bull and Monster sponsor NASCAR, Big Truck races, and Dirt bike races. These people who take in these activities are role models to many young adults. With sponsorship from energy drinks you will see many fans consuming the product. Energy drink and sport drink brands target people as consumers and, find ways to make money from
H.J. Heinz Company, commonly known as Heinz, famous for its “57 Varieties” slogan, was founded in 1869, by Henry John Heinz, in Sharpsburg, Pennsylvania.
From just one restaurant in San Bernadino, California, run by two brothers, McDonald’s has grown to become the best known and most popular fast food restaurant chain in the world.
Monster has been the main sponsors in the Dew Action Sports Tour, the X-Games, and the Monster Energy Pipeline Pro. With being sponsors it helps Monster to build up their product so that athletes feel the edge they need over the competition. Found on monsterenergy.com it states: “Tear into a can of the meanest energy supplement on the planet, MONSTER energy. We went down to the lab and cooked up a double shot of killer energy brew. It’s a wicked mega hit that delivers twice the buzz of a regular energy drink.
There are three basic human needs that Red Bull satisfies, physical, social and individual needs. ‘Human needs are states of felt deprivation… marketers do not invent these needs; they are a basic part of human makeup…People in industrial societies might try to find or develop objects that will satisfy their needs.’ (Kotler et al. 2006)
Our society face various problems related to energy drinks. Daily Mail (2017) states that the affordability of energy drinks has made school children dependent on them and Australian students performance were worse than before, due to excessive intake of energy drinks. 35 year old Mick Clarke was dead after excessive intake of energy drinks (Harradine 2014). Three Canadian males died after drinking Red Bull (Energy drinks suspected to have caused deaths of 3 Canadian 2012). Similarly, many people face these kind of problems many of the cases are published and thus, hidden
An energy shot works similar to an energy drink, with the caffeine content being comparable to a cup of coffee. A leading energy shot that is in the market today is called 5 Hour Energy. This 2 ounce beverage (also avail in extra strength) is considered to be more beneficial when consumed in comparison to drinking a full energy drink of 8-16oz or more.
In order for PepsiCo to be successful in selling Pepsi Platinum, the company must research the marketing community. The best way to create a strategic marketing plan is to understand the target market in the beverage and sports drink business. PepsiCo must ask, “What is the demographic of this market, what are psychographics and behaviors of the specific market that PepsiCo, in regards of selling this brand, desires to reach?” Understanding our customer needs, and competitors offerings will help PepsiCo create a strategically integrated marketing plan. The principal to any successful marketing strategy is to understand the customers and their needs. The ability to satisfy customers' needs better than the competitors, will first be, that PepsiCo build customer loyalty and increase sales (Business Link, 2007). Marketing research uses many methods to obtain its results. PepsiCo will use external census data and marketing survey data collected by outside marketing research firms, as a method of understanding customer wants and needs. Computer-aided methodologies will also be used to collect data on the competitors of PepsiCo such as Coca Cola, Jones Soda, and Mo...
Partex Beverage Limited started their commercial production in 1997, as the one and only bottler of Royal Crown Cola Co, USA. To get into the Bangladesh share market it has introduced first beverage brand which is usually known as coke and pepsi. PBL has strong impact on beverage market as they were very good in packaging.