Brand identity prism

Brand Identity is the tool marketers use to articulate the rules for brand gestures. It explains how the brand will support the organization’s overall mission and objectives, and forms a bridge to making decisions about more than just marketing. Successful companies use the brand as a filter for determining whom to hire, which businesses to participate in, what partnerships to pursue and more. As a result, creating a brand identity is one of the most important steps a company can take to ensure a consistent, enduring brand.

Monster

In the conclusion of this article I would like to concentrate the attention on the still not mentioned parts of our monster strategy analyses, like customers self image and personality.

Personality

According to Aaker, there are 6 types of brand personality, Sincerity, Excitement, Competence, Sophistication and Ruggedness. Monster targets people who like extreme sports, who are party goers and gamers. So Monster has built its image those things and also the Monster Girls. As a result we can state that Excitement and Ruggedness are the two adjectives for the Monster’s personality.

Self-image

Customers’ goal that they want to reach using this brand. Drinking a can of Monster is associated in its consumer’s mind with freedom, coolness and also virility. The sentiment of excitement linked to Monster is therefore very masculine. Consumers have the sensation they are experiencing something special with the brand and also they feel their selves linked to the idea of extreme sports (even their never have done such activities or are not good in that).

In the end it is reasonable to stress that the desired image of risk taker and scamp is vitally important for energy drink consumers, the story is the same with kids who starts smokes cigarettes, they know that is harmful but they do it to feel cool and involved in adults life.

N.S.

Monster’s SWOT analysis

STRENGTHS

  • Innovative and attracting can design
  • Huge online audience with own Social network (Monster Army)
  • Loyal customers
  • Strong brand identity
  • Strong financial position
  • Reasonable pricing (twice cheaper than Red Bull)
  • Large product depth

WEAKNESSES

  • Harmed reputation because of death occasions
  • No mass media advertising
  • No top-of-mind awareness
  • Mostly low income users
  • Aggressive can design might be intimidating to female consumers
  • Monsters marketing audience now is limited by extreme sport fans and aggressive music
  • Limited distribution model

OPPORTUNITIES

  • Huge opportunities for entering new markets
  • Entering developing markets
  • Finding and promoting (not direct and official) appropriate alcohol combination as Red Bull Vodka
  • Usage of knowledge in producing of healthy natural drinks (back to Hansen’s roots). It may allow them to increase visibility and revenues from warehouse segment
  • Buyout Target – Maybe know is the time to be picked up by the larger business. (ex. Coca Cola)
  • Launching promotion in sphere of TA non-extreme interests (photography, digital technologies, recruiting)

THREATS

  • Increasing public awareness about harm of energy drinks
  • Shift of students values to the healthy habits
  • Increasing competition
  • Possible price wars launching by private labels (ex. Carrefour energy drink)
  • Enhancing government’s regulation of energy drink market
  • Rival company Red bull already provides regular campus activities
  • Red bull sponsorships of major TA parties

Sources: Collett, S. (1999). SWOT analysis. Computerworld, 33(29), 19. / http://www.monsterenergy.com / http://beta.fool.com/joryko/2012/11/15/monster-swot/16557/ / http://prezi.com/ditbu7rdtwkv/copy-of-monster-energy-swot-analysis/

POP vs. POD

Points-of-difference (POD) and points-of-parity (POP) are essentially opposite in nature, with the first referring to differences in the second referring to similarities with competitors. An appropriate balance is required for market success. Too much reliance on points-of-parity in the product’s positioning and it could be perceived as a ‘me-too’ product offering. And too little emphasis on points-of-parity and the product might be perceived as not meeting the core needs for the target market.

Capture d’écran 2013-12-02 à 11.24.37

The analysis of Monster energy was done in comparison with Red Bull. The energy drink market is highly competitive and more than that producers offer the same benefit for consumers, more than that their advertising from the first sight is really the same, so it is essential for them to have enough PODS to have a strong brand identity. As you may see from the analyses main Monsters POD lie in the area of the product, pricing and promotion, but from the consumer point of view I suppose only pricing and product range is really visible.

N.S.

How Monster Energy uses sponsorship ?

Sponsorship is a key element of the Monster beverage promotion. They use athletes as brand representatives to make their success associated with the use of their product. Firstly Monster started their sponsorship program with accent on the motor sports but through the time they enhanced their portfolio by the action sports, MMA athletes and  also they started to use some musicians, TV stars, gamers, and just bright personalities (bloggers, video makers, photographers) there. Knower days it includes more than 178 athletes, and a lot of other famous people, leaders of youngers public mood. All them you can find on the Monster website .To pick up new sport talents Monster established a special branded social network Monster army . Certainly it is impossible for them to sponsor all famous athletes, so to use their popularity and talents not directly, they cooperate with web channels  like “follow us” ,magazines like DUB and of course  they organize and sponsor huge number of events like the Monster Energy AMA Supercross Series, FIM World Championship, Monster Energy Dub Show, Vans Warped tourSkateboard Street LeagueQuicksilver Big Wave Invitational and many others. All that support its “go big” brand positioning. It is a big issue for energy drink producers to differentiate themselves in their promotion from their competitors, to create, different advertising pitches and stay financially competitive in the same moment.

To better understand that topic, you can find below a very interesting conversation between IEG journalist and Vipe Desai, Monster’s director of action sports, events and partnerships marketing. The article is dated by 02/26/2010.

IEG: Just about every energy drink brand is involved in sponsorship. How does Monster stand out in this crowded sandbox?

Desai: From an outside perspective it could look complicated, with Monster, Rock Star, Red Bull and others in the mix. We are involved in action sports and motorsports similar to other energy brands. But for us, it comes down to the personalities. Its all about aligning with the right athletes and events. Those are the differentiators That is what separates us from the others. We want athletes that represent that Monster DnA: going big, not letting anyone get the best of you, and charging ahead all out. We look for athletes like Ken Block, the founder of DC Shoes. He got into rally car racing and his gymkhana video gained 23 million views (N.S.: on the 25/11/13 it is more than 56 million views just on one for one version). It sparked an entire apparel line with our branding and logo, and it became one of the top selling items at Pacific Sunwear.

IEG: How does Monster measure ROI?

Desai: I think companies that operate like commodities and operate on pricing are looking for RoI. ‘What can we do to help us sell X?’ that is the wrong way of going into any sponsorship. We are a brand first. As a brand, we have to ask ourselves what sort of experience we need to build consumer acceptance. For us, measurement is all about return on involvement. how involved are we, and how involved will consumers be with our product? Its all about return on emotional involvement. When it comes to Monster Energy Supercross, fans have an emotional attachment with our brand. They know we are here for them. Some brands look for some sort of silver bullet formula for RoI. For me, it does not exist. You have to know what you are doing, and the people you hire have to buy into it as well.

Click here to read the entire conversation

N.S.

Monster’s fingerprints

 

it is a unique, identifying mark or characteristic of the brand. The analysis is about POD, but it is more structured and deep.

Capture d’écran 2013-12-02 à 11.16.25

One of the main Monsters fingerprint is that their values are oriented on the consumer, they try to grow new athletes and extraordinary people, through their sponsorships, motivating slogans (“unleash the beast”,” go bigger”) and allowing athletes and fans to cooperate through their branded social network. The big difference between Red Bull and monster is on the slogan semantic level. The difference is that “Red Bull Gives you wings” so your performance comes you from the outside (from red bull) and the Monsters “Unleash the beast” means that your success, performance and perspectives is in inside of you. From that point of view all Monsters strategy becomes clearer. It is oriented more on motivating of consumers and unifying of community under the idea of the independence, rebelliousness and that everything depends from you.

N.S.

Semantic analysis of Monster’s products description

To understand what the sense a huge number of monster products has, for whom they are designed it is vitally important to look what is common for all their products. Every energy drink producer offers the same well for the consumer, energy-caffeine. Know day’s companies create an atmosphere of fun and extreme around their brands, but that is not enough. That is a challenge for Monster to distinguish itself from Red bull which already succeeded in promoting a cool and young image to raise its brand power.

In order to define to what senses, dreams and images monster appeals , how they position their products to compete I have decided to analyze the text of their product adverts by LSA method.

Latent Semantic Analysis is a theory and method for extracting and representing the contextual‐usage meaning of words by statistical computations applied to a large corpus of text (Landauer & Dumais, 1997). The underlying idea is that the aggregate of all the word contexts in which a given word does and does not appear provides a set of mutual constraints that largely determines the similarity of meaning of words and sets of words to each other. That will allow us to see what kind of consumer Monster target and which desired images and feelings they offer.

Text was analyzed by the web application Advanced Text Analyzer (http://www.usingenglish.com/)

Sans titre

The general Semantic analysis of the 25 product descriptions from the  http://store.monsterarmy.com/ has shown what from 1775 words in that text just 553 are different, that means that monster advertisers repeat some words many times. To understand which audience what advertising target vitally important to consider the complexity of the text for understanding.

Sans titre

The readability analyses demonstrate that text is easy for understanding and it is enough to pass the program of 6 or 7 school classes to fully understand that. The word frequency analysis clearly shows how monster target their products on the market, who is their target audience and which needs their energy drinks designed to satisfy.

Capture d’écran 2013-11-12 à 13.32.28

The conducted study presents that Monster promise for their consumers a buzz, a killer effect in any suitable beverage form (tea, coffee, juice).In the adds Monster states that their  products designed to re-habilitate, re-vive and re-fresh. Also, they developed a special series with new flavors and benefits to stimulate consumers drink more and systematically. Their products are positioned as unique and premium, but they state that is affordable because they give TRIPLE MORE. Among young and cool consumers Monster is especially targeting consumers which search the image of badass and crazy person and inclined to take risk.

So, to differentiate itself from Red Bull Monster designed such huge product line to  state that their products are designed for all kinds of situations and they ensure that consumer can find favorite flavor. They use their existing brand power for driving their sales by launching different beverage markets and creating a special occasions for consuming their products.

In the end it is reasonable to stress that there is a big difference in Red Bull and Monster ads.  The first states that THEIR drink gives you wings and the second allow you to unleash YOUR beast. So monster develops its own history as a symbolic drink which appeals to customer’s rebellious spirit.

N.S.

Source: Landauer, T. K., Foltz, P. W., & Laham, D. (1998). An introduction to latent semantic analysis. Discourse processes, 25(2-3), 259-284.

Monster’s product line

Monster

Monster energy drink became famous thanks to its bold brutal packaging and sweet-tasting citrus flavor. The regular flavor comes in a black can with a green tear-shaped M logo, implied to have been torn by the claws of a “monster “. It was known as the energy drink that will “Unleash the Beast”.

“Tear into a can of the meanest energy supplement on the planet, MONSTER energy. We went down to the lab and cooked up a double shot of our killer energy brew. It´s a wicked mega hit that delivers twice the buzz of a regular energy drink. MONSTER packs a vicious punch but has a smooth flavor you can really pound down.” (extract from www.monsterenergy.com)

Originally the main Monster product measurable distinguishes from the Red Bull was a bigger volume (16oz. against 8oz.), more caffeine (10 mg/oz.) and huge number of flavor variations. Currently there are 24 flavors of Monster Energy. Flavors span not only the typical energy drink category, but coffee (Java), tea (Rehab), juicy drinks, protein drinks and energy “shot” markets as well. Also monster as a usual transnational brand has a regional series (Ubermonster and Cuba-lima).

monster products

You may find the description of all flavor variations on: http://store.monsterarmy.com/

N.S.