Monster Energy

Topics: Hansen Natural, Marketing, Monster Energy Pages: 4 (1201 words) Published: March 26, 2012
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 different...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Energy Drinks Essay
  • Positioning Strategy of Monster Energy Essay
  • Essay about Final Monster Energy Bars 2
  • Brand Strategy Monster Essay
  • Monster Energy’s Pest Analysis: Research Paper
  • Energy Drinks Market Essay
  • Analatical Report on Energy Drinks Essay
  • Essay on Monster

Become a StudyMode Member

Sign Up - It's Free