Advertisement Assignment: Analysis On Promoting Monster Energy Drinks Across The Globe

Question

Task
Ad Brief

• There are two parts in the Ad Brief: Part A and Part B.
• Part A is an advertising brief, which would be presented to the advertising agency as part of the client briefing. The brief (Part A) should be 1 to 2 pages long. It should be clearly set out, following the suggested headings.
• Part B provides supporting evidence for your decisions in Part A, with connection to research (references) for support.

Part A: Advertising Brief to go to agency (no more than 2 pages)
This section should be succinct and to the point. Detailed explanations or justifications are to be addressed in Part B.

1. Background: What is the background of the advertising? What is the background on the company (brand) - history, achievement, philosophy, and advertising? What is the background on your product or service - when it was launched, unique features, competitive advantage? Who buys the product? Who are your main competitors and why? Are there any changes or special considerations in the marketplace?

• The brand
• Competitors
• Buyer analysis (e.g. who buys/uses the product, who influences the purchase decision, when they use the product, etc.)
• Current/Previous advertising

2. Advertising Problem: What is the advertising problem (i.e., what is the reason that you need to advertise)? Look for the problem, not the symptoms.

3. Objectives: What do you want this advertising to accomplish? These are the advertising objectives such as brand awareness, knowledge, brand interest, favorable perception, attitudes and image, etc. They should be realistic, relevant, and measurable. Give a specific time period (e.g., 1 year). For example,

• To increase brand awareness (e.g., up to XX% of the target in a year)
• To create the brand’s position or to reposition the brand based on attribute, consequence, value, user, competition, etc. (e.g., perception change up to Y% of the target by 6 months)

4. Target Market: Who are you talking to, and what do you know about them? Is there a particular segment you would like to target? Who is your most viable segment? Can you outline a geo-demographic and psychographic profile of the target audience?

4.1. Target

4.2. Consumer insight: There may be many consumer insights. However, you need to focus on the insight(s) that can be applied to your advertising campaign.

5. Budget: What is the budget for the ad campaign? Also address campaign timing (e.g., when the campaign would launch and why). The budget is not considered important for the assignment. However, you need to propose a reasonable campaign budget. Your budget is solely based on media budget that will be allocated to media expenditure, excluding production costs and other expenditure (e.g., costs involved when you use a celebrity). Please see the media expenditure data in 2016 at the end of this document. 

6. Creative strategy: What’s the single most important thing to say? Is there any direction or considerations for the creative? How do you want consumers to describe the brand - its essence and personality (brand personality)? Provide a creative statement (see creative lecture slides).

• Creative statement

7. Media strategy:
Which media channels should be considered (media mix)? What media channels have been used in the past (if data available)? How can you use media to support your creative strategy?

7.1. Media mix with % of budget allocation. See an example below.
TV                  40%
Magazine        10%
Social media   25%
Internet          25%
Total:             $1 million (budget)

7.2. Media scheduling (e.g., continuity/flighting/pulsing). See an example below.

8. Is there anything else worth thinking about that might help you achieve great advertising? Is there any current trend, fad, news, or ethical/legal issue(s)? Is there a list of items that must be included in the advertising campaign? Logo, contact details, website etc.? Include all the mandatories here.Mandatories:

Part B: The justification - Supporting evidence for your decisions
Use the same subheadings as in Part A. In addition, add reference list and appendices.

1. Background
2. Advertising Problem
3. Objectives
4. Target Market
5. Budget
6. Creative strategy
7. Media strategy
8. Mandatories
9. References
10. Appendix

Part B should contain the evidence to support the decisions you made in your brief (Part A). Supporting evidence includes:

• Findings from your primary research (consumer insight report and perceptual mapping analysis) and your own observations of people who use the product.
• Secondary research sources, such as Roy Morgan data, retail or industry figures or target market profiles from the Australian Bureau of Statistics (ABS) and/or other reliable sources.
• Academic journal articles in advertising, consumer behaviour and marketing in general.
• Your compelling and logical arguments if no other supporting evidence is available.

Answer

Part A: Advertising Brief to go to agency

1. Background
The brand, Monster EnergyDrink, is selected to develop this report on advertisement assignment.

• Competitors: There are varied competitors identified for Monster Energy Drink which comprise, Rockstar, Haralambos Beverage, Ex3 Energy, Red Bull, Swire Coca Cola, Coca Cola, FrieslandCampina, Starbucks and Danone.

• Buyer analysis: The younger generation till the working population is the prime target segments chosen as consumer groups for Monster Energy Drink. The age range of 13 to 19 years is predominantly identified as consistent and loyal buyer groups for the definite brand.

• Current/Previous advertising: As the popularity of the Monster Energy Drink is identified to be at the peak for the teenagers and youth generations, the advertising approach needs to smart and attractive to draw their attentions.

2. Advertising Problem 
For generating Monster Energy Drink among the youth as an energy booster and hydrating body operator the advertising strategies and mechanisms are undertaken. There is constant sense of competence in the market so that Monster Energy Drink is able to establish their precedence over their products in the market.

3. What are the objectives outlined in the case explored in this advertisement assignment?
To enhance the brand accessibility and availability range across international grounds

To establish a strong brand image in front of larger segments of audiences

To expect better response from youth population in response to latest marketing strategies and advertisement promotions

To create elevated brand interest among favorable perceptions to avoid any controversies

4. Target Market
4.1 Target: As per the research conducted on this advertisement assignment, it can be stated that Monster Energy Drink makes a clear and prominent target towards a specific segment of buyer group in the market by which the young generation population is made particularly directed. The product of Monster Energy Drink is found to be popular among the predominant age range of 13 to 17 years.

4.2 Consumer insight: The drink is extensively popular and in high demand among the youths of the United States. It involves in energy drink marketing practices where the youth is interested and fascinated in strengthening their energy quotients with such product intakes.

5. Budget: For advertisement campaign:

6. Creative strategy
Penetrating into the minds and psyche of the target segments of population is the Unique Selling Proposition (USP) for Monster Energy Drink.

6.1 Creative statement for the case explored in the advertisement assignment: Monster Energy Drink acts as that promising solution for all health related weaknesses and negativity as they revitalize and energize the body mechanism to carry out a fruitful and enthusiastic life especially targeted towards the youth population.

7. Media strategy
7.1 Media mix with % of budget allocation
TV                54%

Magazine      25%

Social media 65%

Internet        40%

Total:            $1 million (budget)

7.2 Media scheduling
There are continuity graphs used to project the media scheduling where there are enhanced demands and subsequent supplies for Monster Energy Drink to meet the requirements effectually.

8. Mandatories:
The current trends within the target market of US youth population are immensely getting influenced under peer reviews and recommendations. This attribute can potentially work in favor of advertisement and promotional strategies.

Part B: The justification - Supporting evidence for your decisions
1. Background: The brand taken under present consideration within this advertisement assignment is Monster Energy Drink. It is recognized as one of the top energy drink brands on a global spectrum, particularly within the United States. Monster Energy Drink is widely marketed among the definite target customer group that purchases the drink category. An intelligent advertising means is adapted where specific targets are set as the young individuals with grabbing and lucrative energizing element which is promoted to keep their bodies constantly hydrated.

• Competitors: As specified in the Part A section there are a large number of competitors identified in case of Monster Energy Drink. Being a dominant player in the energy drink market of the United States there are naturally competitors who are present in the same market on a parallel extent. Rockstar, Ex3 Energy, Haralambos Beverage, Swire Coca cola, Red Bull, Danone and FrieslandCampina are recognized equally potent and competent at par with that of Monster Energy Drink. Each of the competitor drink companies are specialized in their respective fields. When some are attractive and popular for their uniqueness in tastes the others are specialized in their high energizing ingredient usage. There are products widely marketed in various areas (Brownbill, Miller & Braunack?Mayer, 2018). The working population among the youth is found to be addressed by each of the competing brands. Hence, it can be noted in this advertisement assignment that in order to attract the consumers with their specific and unique attributes of business products the competitive marketing strategies are set. Monster Energy Drink is one eminent player within this competitive analysis established within the industrial sphere.

• Buyer analysis (e.g. who buys/uses the product, which influences the purchase decision, when they use the product, etc.): In order to justify the analysis stated in the Part A section of the assignment the following measures need to be undertaken.

From the perspective of the implications of the findings obtained in the advertisement assignment, it is highly recommended that the foremost step of generating, the business strategy and prospect the product needs to be introduced in the market where there is sufficient demand of the same (Cowie & Bolam, 2015). It is depending upon the power and interests of the buyers that the sales quotient ultimately rests.

In order to make the Monster Energy Drink project into the accurate market domain, there needs to be a particular target segment addressed which shall be marked. Monster Energy Drink has therefore identified the population segment to be the youth section of the society typically ranging from the age of 13 to 19 years (De Pelsmacker, Dens & Verberckmoes, 2019). This enables generation of maximized demands in the markets that creates understanding about the strong buying potential and behavior towards the intended product.

A strong sense of body consciousness and energy intake need is felt by this age group. Targeting this group as the also most vulnerable age range towards addiction towards varied drinking and heinous consumption products, Monster Energy Drink tries to make attempts to diverge their mentalities from them. On the transition between adolescence and adulthood the needs for energy boosters and body hydrators are felt in maximum quantities (Visram et al. 2017). It is therefore this segment of buyers that are particularly directed and acknowledged to be addressed by Monster Energy Drink.

• Current/Previous advertising: It has been specified in the Part A of this advertisement assignment that a Smart and Attraction generating approach is undertaken when advertising motives are satisfied for Monster Energy Drink. There are sufficient research and empirical evidences and reports which suggest that Monster Energy Drink has made consolidated strategies to draw the attention of identified consumer segment. There are intelligent approaches and means incorporated so that justified logical rationalization forms the foundation of the promotional strategies (Winniford, 2019). The minds and behaviors of the consumer groups are necessary to be effectually manipulated. In order to make the product appealing and useful to this segment advertising through digital platforms and exploitation of the social media podiums are utilized.

There have been past advertising methods used in terms of campaigns run over the internet to push the consumers to get attracted and visibly become popular at all places they visit. Such a push marketing strategy compels the consumer minds to get directed towards such products when in need or looking for such supplements (Patrick, Macuada & Maggs, 2016). This shows how Monster Energy Drink has effectually and smartly made use of penetrative advertising techniques over extended platforms across social media, digital platform and televisions.

2. Advertising Problem: While carrying out extensive advertising programs and promotional campaigns, Monster Energy Drink faces the natural hindrance in the form of health and regulation monitoring agencies specially those run by the government authorities of the respective nations. The advertisement assignment signifies that posing challenges towards the contents and ingredients used into the energy drink the consumer groups are made increasingly confused. However, there are counter campaigning strategies established through wide spread advertising programs so that Monster Energy Drink is able to sustain through the marketing threats (Goodman et al. 2018). As a strong answer to their close rivals operating as competitors and the industrial mechanism Monster Energy Drink established their presence in the market with rigorous promotional and advertising strategies.

3. Objectives: When the objective to enhance brand availability and accessibility is stated in previous section throughout international spheres, there is larger market spectrums tried to be encompassed by Monster Energy Drink. As the field of energy drink and health boosting soft drinks are highly exposed to extreme sense of competitiveness, the premise of their accessibility and availability needs to be spread out (Toblin et al. 2018). Merely the national grounds are necessary to be surpassed to create strong international presence.

As a justification towards the aim of establishing a strong brand image to address larger segments of consumer population Monster Energy Drink needs to build up their unique and invincible position within the market (Wang, 2016). This has also been discussed in this advertisement assignment that when the brand presence and identity created becomes strong and irrevocable, an automatic loyalty and dependence towards the brand forms to generate gradually. It is a response to such a strong brand presence that greater mass of audiences shall be able to receive the products and its quality assurances.

As the youth population is easily possible to be manipulated with different lucrative deals and supply of services as per their trending needs, Monster Energy Drink creates such an advantageous opportunity to build up their prominence. The smart advertisement and effective penetrative marketing promotions are likely to create better possibilities of sales through the intended segment addressed. Using need areas of the youth as the most sensitive criteria of their strategy in marketing enhanced sales ratio is possible to be yielded.

There are negative publicities and health related challenges posed upon sales of such energy drink products specially claiming them to cause risk towards the youth generation (Asiedu, 2016). In order to free those from such controversies and negative advertisements effective strategic intervention through clinical test reports and scrutiny teams assuring the content and ingredient lists and information details shall be promoted.

4. Target Market:
4.1 Target: Although Monster Energy Drink has been one recognized energy drink brand within the United States, they intend to expand their segmentation quarter to international limits. Hence, the target consumer group despite being demographically fixed between 13 to 19 years, there are possibilities of expansion in geographic periphery. Monster Energy Drink examined in the case scenario of advertisement assignment makes a recent target in their marketing intentions to address the international markets across the same age group typically directing towards the youth section of the society (Schmidt & Tworek, 2017). This extended market industry ready to be approached shall be creating better future sustainability and prospect for Monster Energy Drink. The particularly targeted population is highly vulnerable to detrimental consequences through Monster Energy Drink. There is enhanced concentration of reaction when such drinks are introduced in the market.

4.2 Consumer insight: Before the products are launched and penetrated into the decided market domain it becomes extremely significant to identify the consumer groups that are addressed with the approach. The youth section of the society is considered to be most vulnerable and easy to manipulate according to business motives. Fulfilling intentions devising effective strategies shall be effective to apply over this age group. The young individuals are usually attracted by what is set as contemporary trend (Chen et al. 2018). Gaining energy in the form of supplemented boosters and drinking cool and effective dinks shall create an influential impact upon their minds. Hence, it can be illustrated in the advertisement assignment that it becomes essential to devise the fact that making this as the segment of present product will generate maximum interest and positive response.

5. Budget: As advertisement is necessary to be carried out across digital, social media and television formats for promoting and endorsing Monster Energy Drink there are specific budget cost estimation necessary to be carried out. The promotional campaigns need to run marketing strategies with effective energy drink intake (Rambe & Jafeta, 2017). In order to promote Monster Energy Drink advertising campaigns are necessary. However, the budgets provide an average estimate of costs that are possible to engage in digital media promotions, open market sales propositions and marketing promotion campaigns. The launch of the budget needs to be initiated by the mid of the year with dramatic experiences effectually. There are six months of rigorous campaign likely to be carried out. The digital media promotions to endorse the energy drink shall engage a long span yearly basis.

6. Creative strategy outlined in the case scenario of advertisement assignment: As youth generation is alarmingly conscious and intrigued by their energy levels, body fitness and requirements for hydration, these attributes are effectually incorporated within the marketing schemes of Monster Energy Drink. The brand personality of Monster Energy Drink is to endorse about enhancement of body energy levels, boosting the hydration levels and zeal to create positive life spirits.

6.1 Creative statement: The youth segments of society are mostly passionate about energy intakes and keep their body always hydrated. As youth generation is alarmingly conscious and intrigued by their energy levels, body fitness and requirements for hydration, these attributes are effectually incorporated within the marketing schemes of Monster Energy Drink (Asiedu, 2016). The brand personality of Monster Energy Drink is to endorse about enhancement of body energy levels, boosting the hydration levels and zeal to create positive life spirits.

7. Media strategy:
7.1 Media mix with % of budget allocation: In the present case of advertisement assignment, Monster Energy Drink endorses their brand to effectually meet the requirements of youth generation of society. Social media poses to become the strongest platform hence, 65% is allocated to this media channel (Wang, 2016). The television is the next approachable and widely viewed media hence 54% is engaged. Internet platforms are followed by them hence 40% are engaged with 25% of magazine displays.

7.2 Media scheduling

8. Mandatories: The peer influences are understood from extensive research carried on this advertisement assignment to dominate the contemporary trends of consumption of energy drinks. The influence simultaneously penetrating from diverse internet exposures are also deciding the sales proposition (Winniford, 2019). Although news alerts and healthcare concerns are spreading warnings against excessive dependence and frequent consumption of these drinks there are counter endorsements carried out for such drinks. When any digital media news projects negative promotion about enhanced intake of energy or health drinks, the parental and societal pressures tend to influence youth minds. This exerts challenging impacts to cause drop in the sales of products like Monster Energy Drink. In order to counter the negative and threatening impacts identified in the context of this advertisement assignment, the informative and health scrutiny campaigns at various educational institutes and workplaces shall be carried out with sample testing. This shall influence other peers of youth to provoke and encourage in greater consumption and sales of Monster Energy Drink. Monster Energy Drink examined in this report of advertisement assignment creates strong advertisements propositions through digital and internet mediums to encourage and drive more and more youth towar ds such products.

References
Asiedu, E. (2016). How to create and sustain a strategic marketing plan through the 4p’s of Innovation: With reference to Red Bull energy drink company.

Brownbill, A. L., Miller, C. L., & Braunack?Mayer, A. J. (2018). The marketing of sugar?sweetened beverages to young people on Facebook. advertisement assignment Australian and New Zealand journal of public health, 42(4), 354-360.

Chen, X., Liu, Y., Jaenicke, E. C., & Rabinowitz, A. N. (2018). The Added Caffeine, Health Concerns and Potential Regulations: The Case of Energy Drinks.

Cowie, G. A., & Bolam, B. (2015). An epidemic of energy? The case for stronger action on ‘energy drinks’. Australian and New Zealand journal of public health, 39(3), 205-207.

De Pelsmacker, P., Dens, N., & Verberckmoes, S. (2019). HOW AD CONGRUITY AND INTERACTIVITY AFFECT FANTASY GAME PLAYERS'ATTITUDE TOWARD IN-GAME ADVERTISING. Journal of Electronic Commerce Research, 20(1).

Goodman, W., McFerran, E., Purves, R., Redpath, I., & Beeken, R. J. (2018). The untapped potential of the gaming community: Narrative review. Advertisement assignment JMIR serious games, 6(3), e10161.

Patrick, M. E., Macuada, C., & Maggs, J. L. (2016). Who uses alcohol mixed with energy drinks? Characteristics of college student users. Journal of American college health, 64(1), 74-79.

Rambe, P., & Jafeta, R. J. (2017). Impact of social media advertising on high energy drink preferences and consumption. Journal of Applied Business Research (JABR), 33(4), 653-668.

Schmidt, C., & Tworek, L. (2017). Case Study: The World of RedBull SMAD 443-0001: Creative Advertising Campaigns October 18, 2017 Talia Faigen, Patrick McGrath. SMAD, 443(0001).

Toblin, R. L., Adrian, A. L., Hoge, C. W., & Adler, A. B. (2018). Energy drink use in uS Service members after deployment: associations with mental health problems, aggression, and fatigue. Military medicine, 183(11-12), e364-e370.

Visram, S., Crossley, S. J., Cheetham, M., & Lake, A. (2017). Children and young people’s perceptions of energy drinks: A qualitative study. advertisement assignment PloS one, 12(11), e0188668.

Wang, Y. (2016). Applying Extended Theory of Planned Behavior to Investigate Energy Drink Consumption Behavior among General Public in the United States.

Winniford, M. D. (2019). Energy Drinks: Another Cause of QT Prolongation?.