Maggie Brown Brian Deremo John Kim Allison Murphy Maggie Stalbaum

AGENDA
SITUATION ANALYSIS CREATIVE STRATEGY CREATIVE EXECUTION MEDIA PLAN

Business Situation
Current Advertising: No mass media Sports Party Lifestyle VIP access Trips with top musicians & athletes Current Target: Athletes Men, aged 14 - 26 Extreme Sports, Gamers, Hip Hop. Lifestyle in a Can advertising

Our guys walk the walk in action sports, punk rock music, partying, hangin with the girls, and living life on the edge. -Monsters Official Website

Marketing Strategies
During the Vans Warped Tour, a Monster bus hands out free energy drinks An official sponsor of the X Games Redeemable game codes on drinks for chance at winning prizes

Monster Business
Strengths
Strong brand identity Well-defined target market Large product depth

Weaknesses
Limited marketplace reach No top-of-mind awareness No use of main stream media

Monster Business:
Top Energy Drink Brands
Brands Dollar Sales Market Share 09 40.2 (-2.4)
26.5 (+12.1) 12.3 (+.9) 8 (+4.4)

Market Share 06 42.6

14.4 11.4 3.6

Red Bull
Monster Energy Rockstar Amp

$360,527,871,0 00
$237,661,408 $110,310,767 $71,746,840

Full Throttle
Doubleshot NOS Sobe No Fear

$35,873,420
$17,936,710 $13,452,533 $12,555,697

4 (-2.9)
2 (+2) 1.5 (+1.5) 1.4 (-4)

6.9
0 0 5.4

All Others
Category Total

$36,770,256
$896,835,500

4.1 (-11.6)
100

15.7
100

Challenges
CONSUMER CHALLENGE: Get top-of-mind awareness Change consumer perceptions

BUSINESS CHALLENGE: Take market share from smaller energy brands

Market Share of Top U.S. Energy Drinks (2009)

2% 4% 8% Red Bull, 40%

2%

2% 1% 1% 1%

Red Bull Monster Energy Rockstar Amp Full Throttle

Doubleshot
SOBE 12% Nos No Fear Private Label Vitamin Energy Jolt

Monster Energy, 26%

Perceptual Map

Target Profile
KYLE KELLY

Brand Benefits
If the brand has this attribute:
Convenience/Portability Health Packaging Size Value

And the value of that benefit is:

Easier to carry - Accessible Healthier alternative More caffeine/oz. - More energy Savings - More money for other things You can choose according to your own taste preference

Variety

Brand Promise
Together with Monster Energy, the target can maximize their lifestyle.

To 18-28 year olds who live exciting and fast-paced lifestyles , Monster Energy is the energy drink that helps them perform better and get more done because of its larger packaging sizes, which provide more caffeine and supplements in each can.

Primary Objectives
Change perceptions Increase top of mind recall Take market share

Get Up and Go Campaign

Media Plan
Mobile Billboards:
Draws attention to a message by bringing it directly to the consumer

Bus/Transit:
Penetrates every part of a community Delivers high-profile exposure near point-of-purchase locations

Achieves market saturation and can reach a specific demographic target

100
80 60 40 20 0

Stickers:
Geographically providing coverage in and around specific venues

Pulsed Media Schedule Jan-Mar Apr-June July-Sept Oct-Dec

Why our plan works:

Outdoor advertising provides the lowest cost per thousand, while maintaining the highest frequency.
Source: Clear Channel Outdoor 2009 Media Kit

18 16 14 12 10 8 6 4 2 0 Newspaper TV Radio

CPM

10 8 6 4 2 0

Frequency

Outdoor

Seasonal Allocation of Media Dollars

Months Jan-Mar Apr-June July-Sept Oct-Dec Sales (in millions) Budget (in millions) Vehicle $24.58 $49.77 $44.30 $26.19 $1.5 $7.4 $6.8 $1.5
Bus Bus, mobile billboards, stickers Bus, mobile billboards, stickers Bus

$35 $30 $25 $20 $ 15 $10 $5 $ 0

Jan-Mar Apr-June July-Sept Oct-Dec

Bus/Transit Mobile Bilboards Stickers

Questions?