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SWOT
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Strengths
- STRONG BRAND PERCEPTION Monster Energy is one of the most recognized brands in the energy drink market with 90 percent brand awareness among U.S. energy drink consumers.
- LARGE PRODUCT LINE Monster offers a wide range of caffeinated beverages in unique flavors, suited to a variety of dietary needs.
- ACCESSIBILITY Monster Energy products are commonly available through grocery stores, convenience stores, gyms, and online.
Weaknesses
- NARROW MARKETING Monster Energy’s marketing caters predominantly to a male audience, portraying a hyper masculine image with their extreme sports collaborations and more challengingly by their “Monster Girls” campaign. Which presents women almost as an accessory to the brand rather than a focal point.
- SUSTAINABILITY CONCERNS Monster rarely advertises their environmental efforts leaving the consumer with the perception that Monster has none.
- GLOBALLY INACCESSIBLE while Monster is quite popular in North America, the vast majority of their sales come from this region leaving Monster with a mediocre global market share.
Opportunities
- STRATEGIC MARKETING TO WOMEN Monster Energy already offers low calorie playfully flavoured products that would appeal to women. By creating targeted campaigns geared toward a female audience they will be able to expand their market share.
- INFLUENCER COLLABORATIONS in addition to their current endorsements, partnering with lifestyle and beauty influencers will expand their audience even further. There have been several success collaborations with other brands for example Kim Kardashian x AlaniNu and Amino Lean x Alix Earle.
- NEW FLAVORS Expanding the product line with unique flavors can attract a wider audience.
- MOCKTAIL MOVEMENT As consumer interest into “sober curiosity” grows, Monster Energy could capitalize, catering to a more health conscious customer.
Threats
- HEALTH TRENDS As consumers become more health conscious, there is a growing trend toward “healthier” beverages and away from traditional energy drinks.
- CAFFEINE CONTROVERSY Recent scandals surrounding caffeine content and safety such as Panera’s Supercharged Lemonade incident may create adverse perceptions of energy drinks.
- COLLABORATION COMPETITION Other energy drink brands have already established successful partnerships with influencers and lifestyle brands, which could limit Monster Energy ability to do so.