Monster Beverage Corporation Business Case Study

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MARKETING MIX The marketing mix, which is basic to any organization, can be considered the ‘controllable’ variables that every business encounters. These controllable variables can be modified based on the uncontrollable variables (external factors found in Environmental Scan) that directly affect business operations. A company focuses on four elements in the marketing mix: Product, Price, Place, and Promotion, which are managed and coordinated through marketing programs in efforts to appeal to their target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps to break down some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again? PRODUCT: The term ‘product’ includes goods, services or ideas. Monster Energy drink is a tangible product (good) that is produced and marketed in such a way that helps to motivate consumer purchase. Attributes include product design, features, colour, packaging, warranty and service levels. Monster Energy drinks are carefully crafted to appeal to athletes, musicians and today’s youth. It comes in a 16 ounce can that is sporty and colourful in comparison with other energy drink competitors. The product comes in a unique, glossy dark can that contains florescent green (or blue, red, yellow, purple) logo (claw marks in shape of an M) giving it an overall sleek and stylish look. An interview held on April 10, 2013 with a customer who is not a fan of energy drinks described the logo as being clever in design and the overall appearance as colourful. Interviewee also stated that the oval appearance of the can design with graphics is very creative, appealing to the m... ... middle of paper ...>. 16. "5-hour ENERGY® Shots - No Sugar & Zero Net Carbs." 5-hour ENERGY®. N.p., n.d. Web. 6 Apr. 2014. . 17. "The Monster Army | Monster Energy's Action Sport Community." The Monster Army | Monster Energy's Action Sport Community. N.p., n.d. Web. 7 Apr. 2014. . 18. "Events." Monster Energy Drink®. N.p., n.d. Web. 9 Apr. 2014. . 19. "Monster Energy." Facebook. N.p., n.d. Web. 9 Apr. 2014. . 20. "monsterenergy on Instagram." Instagram. N.p., n.d. Web. 9 Apr. 2014. . 21. "Monster Energy." Gear. N.p., n.d. Web. 9 Apr. 2014. . 22. "Monster Energy." YouTube. YouTube, n.d. Web. 9 Apr. 2014. .

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