1. MONSTER
ENERGY
H.D
Agency
• Duong
Tuong
Duy
–
Account
Execu9ve
• Duong
Cao
Trong
Hieu
–
Crea9ve
Director
• Nguyen
Ha
Phuong
Linh
–
Art
Director
• Nguyen
Nhu
Ha
Trang
–
Copywriter

2. Outline
I. Client Background
II. SWOT analysis – Target Audience
III. Key Message - Slogan
IV. Objectives
V. IMC Tools – Timeline
VI. Budget Allocation
VII. Evaluation

3. Product
to
launch
• Product
name:
Monster
Energy
• Category:
Energy
drink
• Introduced
in
2002
• Average
price:
$1.99
(~40.000
VND)
• Currently
available
in
53
countries
(MBC,
n.d)

4. Client
Background
• Company’s
name:
Monster
Beverage
Corpora9on
• Category:
Energy
drink
• Founded:
April
25th,
1990
• Insight:
• Company
total
value:
$2.25
billion
(The
wall
Street
Journal
n.d)
• Market
share:
Energy
Brand
Market
Share
2013
(CaffeineInformer,
n.d)

5. Other
products
http://blog.rtve.es/distritolatino/2013/05/index.html

6.
Strengths:
The
second
largest
brand
in
category
High
quality
Warranty
Monster
Energy
boosts
your
energy
to
the
fullest
and
wakes
your
inner
poten9al
power
up
Weaknesses:
High
price
No
official
stores
or
distributors
in
Vietnam
Weak
coverage
on
social
networks
Narrow
Target
Audience
Opportuni3es:
The
exis9ng
demographic
of
young
and
hipsters,
sport
lovers
and
athletes
Exis9ng
beverage
market
in
Vietnam
is
s9ll
broad
Threats:
Compe9tors
(Red
Bull,
Mountain
Dew...)
The
financial
crisis
and
taxes
Overdose
incidents
in
the
past
Concern
on
the
safety
of
sport
drinks
SWOT

7. Target
Audiences
18
–
25
years
old
Big
ci9es
in
Vietnam
Wise
purchase,
quality-­‐focused
Middle
and
High
class
A
beverage
that
provides
energy
to
work,
play
and
study
enduringly.

8. Key
message
• Key message: Monster Energy drink supplies energy for
everyday non-stop activities
• Slogan: Monster mode on

9. Objec9ves
Communica9on
Achieve
brand
awareness
among
20%
of
target
audience
by
the
end
of
the
campaign
7%
of
the
target
audience
know
product’s
feature
aier
2
months
Ac9on
10.000
likes
on
the
Facebook
page
aier
one
month
7%
of
the
target
audience
exposed
to
TVC
twice
a
week
during
the
campaign
period
2000
people
visit
Monster
Energy
launching
event
(Free
Entrance)

10. IMC
Tools
Above
the
Line
TVC
Poster
Billboard
Banner
Below
the
Line
Public
Relations
Sales
Promotion
Product
trial
Through
the
Line
Social
Media

11. Timeline
AugustJulyJune
Viral video
TVC
Billboards
TVC
Billboards
2nd Product trial
Guerrilla Marketing
TVC
Posters
Billboards
Banners
Launching Event
Product trial

12. Guerrilla
Marke9ng
• Social Media:
• “Green monsters” Pranking people
• Hidden camera
• Posting on social media – YouTube and Facebook to generate
interest
• Reveal Monster TVC after 2 weeks of guerilla advertising
hjps://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=tn24_YqpVTjQ
hjps://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=NE0Y4P_cOPv

13. Guerrilla
Marke9ng

14. Billboard

15. Poster

16. Banner

17. TVC
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=BaEUwyjLDK40BM&tbnid=
2r2shxSVXg89oM:&ved=0CAQQjB0&url=http%3A%2F%2Fwww.espfilms.co.in
%2Fclients&ei=O335U9WxHJHe8AXDvIKoAg&bvm=bv.
73612305,d.dGc&psig=AFQjCNHkWBgmkqwML3kU4B8b0yYM6oTdtA&ust=1408945839360480

18. Launching
event
• Location: Phan Dinh Phung Stadium (District 1)
• Date: July 26th 2015
• Event: Monster Arena
• Activities:
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=FJf0QxbeiTd-
PM&tbnid=PNzQ2yh-mWtcEM:&ved=0CAQQjB0&url=http%3A%2F%2Fwww.domaineq.com
%2Frock-climbing-techniques-for-beginners%2Frock-climbing-
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=6wpbx9wGXJox
UM&tbnid=Iwmi8YnB6b7ghM:&ved=0CAQQjB0&url=http%3A%2F
%2Fwww.afterbang.co.uk%2F2006%2F09%2Flg-action-sports-tour-
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=ETvoPuTF64T3
RM&tbnid=Fz-fxq9JTO5qXM:&ved=0CAQQjB0&url=http%3A%2F
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=T8DceaIds0OD5
M&tbnid=ZB8r58qT3PJYmM:&ved=0CAQQjB0&url=http%3A%2F
https://www.google.com.vn/url?
sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=F8srHDbV4C
M&tbnid=ouRsu1yQ0ghBxM:&ved=0CAQQjB0&url=http%3A%2F

19. Budget
Alloca9on

20. Evalua9on
• Pre-event:
• Monitoring people’s feedback on Facebook and YouTube
• During Event:
• Count the number of participants coming to the Monster Arena
• Record customers feedback in the trial
• Post-event:
• Keeping track with people’s feedback on Facebook and YouTube

21. References
• CaffeineInformer, n.d, “Top Selling Energy Brands”, viewed 4th August 2014,
<http://www.caffeineinformer.com/the-15-top-energy-drink-brands>
• Monster Beverage Corporation (MBC), n.d, “About us”, viewed 5th August 2014,
<http://monsterbevcorp.com/>
• Monster Energy Drinks (MED), 2007, “Monster Energy Drink’s Marketing
Strategy”, viewed 3rd August 2014, <http://monsterenergydrink.wordpress.com/>
• The New York Times, n.d, “Monster Beverage Corporation”, viewed 5th August
2014, <
http://topics.nytimes.com/top/news/business/companies/hansen-natural-
corporation/index.html>
• The Wall Street Journal, n.d, “Monster Beverage Corp. Profile”, viewed 5th August
2014, <http://quotes.wsj.com/MNST/company-people>