Monster Essay

Background

Monster Beverage Corporation became a prominent company with the creation of the energy drink “Monster”. The company was founded on April, 2002 in Corona, California, United States of America.The company was incorporated with Hansen Natural Corporation, a company which sells non-carbonated drinks such as ice tea, lemonade, sodas…etc. However, due to the growing demand of Energy drinks, Hansen partnered together with Rodney C. Sacks to “create a Monster”. (Hansen, 2005) The company has then seen a dramatic increase in revenue since the creation of Monster, growing from $50 million in the year 2003 to an estimated $1.7 billion in 2011. The slogan for their energy drink is “Unleash the beast”. Monster has grown to be a world- renowned

There are no certain age group and particular target segments. Monster Energy Beverage has a really strong brand personalities, it is aggressive, passionate, extreme, sportive, rebellious, cool and unique. Also, the brand has well-built self images, it told people not to give up, being different, special and live passionate. Nevertheless, Monster has live with the western cultural value, it also tells people that believe in your dreams and to be yourself. The emotion valence gives customers a rational experience that customers would feel energetic after they had Monster, also it give them extra energy to complete their work. Monster is also seen to be a cool brand to make it target audiences to feel themselves powerful like a monster. Monster Energy drink has 16oz size that the size is bigger than compare to its competitors in which costumers would think they can get extra more drinks with the same price, people have good impression with the bigger can of Monster and they probably buy Monster instead of other energy drinks products. The packaging of Monster is also quite eye-catching and cool which attracted people to buy it. Monster has a great design with the letter “M” in neon color and black background. The packaging is very important to the products because it is the first impression to the consumers and what makes the products stand out in the market in which to be spotted by the potential buyers. Monster has organized a lot of good events for extreme sports, bands and musicians, having parties all the time, hanging out with girls; stay out from reality and living life on the edge. Monster is more than just a energy drinks to buyers, Monster is a lifestyle in a can. Therefore, we must have a can of Monster while joining any of sports events and