"Monster" breaks away from the wild pack that resists Red Bull's functional drinks
2021-08-26 16:03:52
Introduction: Red Bull, the industry giant of the functional beverage market, once occupied 90% of the market share. Now, with the sudden emergence of the American brand “Monster Drinkâ€, the market share has gradually declined. In the United States, the brand that was established in 2002 had enough market share to compete with Red Bull. How did it happen in such a short period of time?
As the rhythm of life speeds up, people need to replenish their body with the energy they need. Therefore, all kinds of functional drinks are springing up.
When it comes to functional drinks, many people first think of RedBull (Red Bull). This brand from Austria holds nearly half of the global functional beverage market. Although Red Bull’s status in the functional beverage market has not yet been shaken, in recent years, a “monster†(Monster Energy) from the United States has been in a hurry and quickly seized Red Bull’s market share.
Recently, a major event related to monsters' functional drinks was the cooperation with beverage giant Coca-Cola.
In fact, as early as August 2014, Bloomberg had reported that Coca-Cola would spend a large sum of money to acquire a portion of Monster's shares.
Just a few days ago, the transaction between the two parties was finally completed. Coca-Cola, the world’s largest beverage brand, took a 16.7% stake in Monster Drinks for US$2.2 billion.
After both parties sign the contract, Coca-Cola will arrange two directors to enter Monster's board of directors, and Monster will take over Coca-Cola's functional beverage business, including NOS, FullThrottle, Burn, Mother, BU, Gladiator and several other products.
With the help of Coca-Cola’s functional beverages, Monster’s share of the entire functional beverage market will increase further. Monster's share price rose 1% immediately after the two parties reached a cooperation.
Given Coca-Cola's strong global distribution network, Monster's functional beverages can be sold to more countries and regions around the world.
In the last year, the two parties have cooperated in the United States and Canada to expand sales channels and coverage. Compared to the past, Monster's functional beverages only cover more than 50 countries and regions such as North America, South America, Europe, and Asia, and cooperation with Coca-Cola may cover more than 200 countries and regions around the world.
Edge of extreme sports From the function of beverages, Monster is not much different from the current big red bull in the functional beverage industry. And from the perspective of marketing, especially sports marketing, the two also have some similarities.
Red Bull and Monster are both supporters of extreme sports. Red Bull has sponsored a series of F1, parachuting, surfing and other events. Monster, as a rising star, has chosen a relatively niche extreme sports field, such as extreme motocross, skateboarding, and small Wheeler sports etc.
Compared to conventional sports, these extreme sports are more exciting and more wild, and fans watching these types of extreme sports are often fanatical and avant-garde, in line with Monster's positioning of products.
"Monster" has always emphasized "release of wildness" and "declaration of war on the plain", combining the desire of the product and the desire of young people to "achieve transcendence" and raising the product to an emotional level.
Different from Red Bull, the “monster†has basically avoided the traditional channels such as TV advertisements in the extreme sports events, but signed the extreme athletes at a relatively low cost.
The "Monster" once signed the ultimate godfather-level figure Mike Metzger (Mike Metzger) at the ultra-low price of $600 a month, and he also invited Ricky Carmichael of the Limited Motorcyclist "Ricky Carmichael" as an image. Spokesperson. In these special areas, they have a lot of fanatical "fans."
An industry veteran believes that “Monsters†who love the “extreme athletes†are top stars in their respective fields. The common qualities they possess are adventurous, avant-garde and bold. This is what the “monster†hopes to pass on to consumers. The person’s emotional appeal just happened to coincide.
It can be said that Hansen instilled the enthusiasm of “Extreme Athletes†into the products, so that “Monsters†are also full of energy. And Hansen’s loyalty to “extreme sports†has also brought such loyalty to the “monsterâ€.
Avant-garde, wild brand Monster functional beverage can be said to be a hit in the US market, which is very much related to its brand positioning.
However, from the packaging point of view, the black drink cans, a trace of being caught by a giant monster's claws, this Logo is vividly called "ghost claws" by the fans.
It is with this "ghost" that the personality, publicity, and wildness of the brand are easily remembered by consumers. And its brand image is very different from that of the industry's Big Red Bull, and thus avoids the fate of many Red Bull imitators such as the Red Devils.
Currently, there are hundreds of functional beverages on the market, and "Monsters" can successfully break through as relatively young brands, thanks to successful marketing strategies. It is due to the sponsorship of the edge of extreme sports, the brand's personality, avant-garde, wild and other factors to be better presented.
The cooperation with Coca-Cola makes the distribution network of branded products infinitely extended, making the development of the brand more versatile. In addition to the basic business connections, Coca-Cola's rich experience in brand promotion through sports marketing will also provide a reference for monsters.
As the rhythm of life speeds up, people need to replenish their body with the energy they need. Therefore, all kinds of functional drinks are springing up.
When it comes to functional drinks, many people first think of RedBull (Red Bull). This brand from Austria holds nearly half of the global functional beverage market. Although Red Bull’s status in the functional beverage market has not yet been shaken, in recent years, a “monster†(Monster Energy) from the United States has been in a hurry and quickly seized Red Bull’s market share.
Recently, a major event related to monsters' functional drinks was the cooperation with beverage giant Coca-Cola.
In fact, as early as August 2014, Bloomberg had reported that Coca-Cola would spend a large sum of money to acquire a portion of Monster's shares.
Just a few days ago, the transaction between the two parties was finally completed. Coca-Cola, the world’s largest beverage brand, took a 16.7% stake in Monster Drinks for US$2.2 billion.
After both parties sign the contract, Coca-Cola will arrange two directors to enter Monster's board of directors, and Monster will take over Coca-Cola's functional beverage business, including NOS, FullThrottle, Burn, Mother, BU, Gladiator and several other products.
With the help of Coca-Cola’s functional beverages, Monster’s share of the entire functional beverage market will increase further. Monster's share price rose 1% immediately after the two parties reached a cooperation.
Given Coca-Cola's strong global distribution network, Monster's functional beverages can be sold to more countries and regions around the world.
In the last year, the two parties have cooperated in the United States and Canada to expand sales channels and coverage. Compared to the past, Monster's functional beverages only cover more than 50 countries and regions such as North America, South America, Europe, and Asia, and cooperation with Coca-Cola may cover more than 200 countries and regions around the world.
Edge of extreme sports From the function of beverages, Monster is not much different from the current big red bull in the functional beverage industry. And from the perspective of marketing, especially sports marketing, the two also have some similarities.
Red Bull and Monster are both supporters of extreme sports. Red Bull has sponsored a series of F1, parachuting, surfing and other events. Monster, as a rising star, has chosen a relatively niche extreme sports field, such as extreme motocross, skateboarding, and small Wheeler sports etc.
Compared to conventional sports, these extreme sports are more exciting and more wild, and fans watching these types of extreme sports are often fanatical and avant-garde, in line with Monster's positioning of products.
"Monster" has always emphasized "release of wildness" and "declaration of war on the plain", combining the desire of the product and the desire of young people to "achieve transcendence" and raising the product to an emotional level.
Different from Red Bull, the “monster†has basically avoided the traditional channels such as TV advertisements in the extreme sports events, but signed the extreme athletes at a relatively low cost.
The "Monster" once signed the ultimate godfather-level figure Mike Metzger (Mike Metzger) at the ultra-low price of $600 a month, and he also invited Ricky Carmichael of the Limited Motorcyclist "Ricky Carmichael" as an image. Spokesperson. In these special areas, they have a lot of fanatical "fans."
An industry veteran believes that “Monsters†who love the “extreme athletes†are top stars in their respective fields. The common qualities they possess are adventurous, avant-garde and bold. This is what the “monster†hopes to pass on to consumers. The person’s emotional appeal just happened to coincide.
It can be said that Hansen instilled the enthusiasm of “Extreme Athletes†into the products, so that “Monsters†are also full of energy. And Hansen’s loyalty to “extreme sports†has also brought such loyalty to the “monsterâ€.
Avant-garde, wild brand Monster functional beverage can be said to be a hit in the US market, which is very much related to its brand positioning.
However, from the packaging point of view, the black drink cans, a trace of being caught by a giant monster's claws, this Logo is vividly called "ghost claws" by the fans.
It is with this "ghost" that the personality, publicity, and wildness of the brand are easily remembered by consumers. And its brand image is very different from that of the industry's Big Red Bull, and thus avoids the fate of many Red Bull imitators such as the Red Devils.
Currently, there are hundreds of functional beverages on the market, and "Monsters" can successfully break through as relatively young brands, thanks to successful marketing strategies. It is due to the sponsorship of the edge of extreme sports, the brand's personality, avant-garde, wild and other factors to be better presented.
The cooperation with Coca-Cola makes the distribution network of branded products infinitely extended, making the development of the brand more versatile. In addition to the basic business connections, Coca-Cola's rich experience in brand promotion through sports marketing will also provide a reference for monsters.
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