Competitive Analysis

The biggest competition for Monster Energy drinks are Red bull, Rockstar, 5 Hour Energy and Bawls. “A position that takes into account both the brand's (or group's) strengths and weaknesses as well as those of its competitors.” Landa R. Advertsing by design. Ch.4 Pg. 2 Each energy drink company advertises differently though Red Bull and Rockstar aim for the same customer base as Monster. All companies advertise similarly all focusing on more of extreme sports suck as supercross, snowboarding, bmx, skateboarding and surfing. With the competitors having similar advertising campaigns and sponsoring in the same sports. “Very few products, services, or groups are unique; most are parity products, that is, they offer qualities and functions similar or identical to those of their competitors. Branding and advertising differentiates these parity products, services, and groups in a crowded marketplace.” Landa R. Advertising by Design Ch. 4 Pg. 2When it comes to performance beverages, image is everything. When a store has hundreds of drinks t choose from yours has to stand out. “An overcrowded, competitive marketplace, relevant and engaging branding can ensure efficacy for a quality product, service, group, individual, or commodity. Not only does branding identify and distinguish, it builds equity.”Landa R. Advertsing by Design ch. 4 Pg. 1 Monster's claw-shaped M logo is planted on a variety of "action sports" athletes like surfers and motorcycle racers, effectively targeting energy drinks' prime demographic. While Monster is targeting the demographic that do action sports why not branch out and reach the average Joe to make them feel like they could be action sports stars. “We can think of a brand construct as a developed personality—a strategic concept incorporating a positioning platform based on the product or group with insights into the brand and the prospective audience.” Landa R. Advertising by Design Ch. 4 Pg. 3