Monster Beverage SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 1712
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SWOT Analysis of Monster Beverage with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Monster Beverage

Parent Company

Monster Beverage Corporation

Category

Non-carbonated ready-to-drink beverages

Sector

Food & Beverages

Tagline/ Slogan

Unleash the Beast

USP

Known for large brand portfolio of energy drinks 

STP

Segment

Men & Women of all ages and backgrounds

Target Group

Men (age 14-26), athletes, gamers and party goers

Positioning

Competitively priced energy drink

SWOT Analysis

Strengths

1. Monster drinks have a strong brand identity and a strong brand recognition due to its distinctive logo & color
2. Strong focus on energy drinks market with Energy drinks accounting for 93% of the company’s revenues
3. Forward thinking company as they have introduced a wide array of energy drinks with zero calories/zero sugar for the health conscious people
4. A very strong intangible asset portfolio with over 5200 registered & active trademarks

5. Ability to use the trademarks to maintain a competitive advantage over other in the market

6. A very large product line with entry into almost every non-carbonated drink in recent times

Weaknesses

1. Limited marketing and a self-imposed restriction to market only to those who follow extreme sports

2. Lack of traditional media marketing limits its products reach to everyone 
3. Aggressive can designs can be intimidating to female consumers

Opportunities

1. It may venture into carbonated drinks to expand its portfolio of products
2. It is already a leader in Energy drinks, it can try and capture Red Bulls market by being associated with various sporting events
3. Growing low calorie and diet conscious consumers whom they can target for the next wave of customer acquisition

Threats

1. The government is coming up with stringent regulations for control of quality and safety of the product
2. Intense competition in the energy drinks market 
3. Increasing labor costs in the US could affect its overall costs and decrease margins

4. Inability to come out of Red Bull’s shadows

Competition

Competitors

1. Red Bull
2. Amp



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