Product details

Product details
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Abstract

Monster Energy (Monster) was recognised as one of the major marketer and distributor of a large range of energy drinks and alternative beverage products. From the viewpoint of business competition, Monster had many commercial rivals like Coca-Cola, Swire Coca Cola, PepsiCo, Starbucks Corporation, Rockstar Energy Drink, Nestle, Haralambos Beverage, etc. Over the years, the company had tweaked its pricing, packaging, branding and distribution strategies to achieve the maximum growth percentages. Also, through sponsorship deals Monster had expanded its promotional strategy. In this context, in September 2019, Monster's management had commercially partnered with eight English Premier League (EPL) clubs, in order to attract a large number of soccer-loving supporters. However, the partnership had triggered a debate over public health issues. The company was criticised for manufacturing food and energy drink items with too much of sugar content, which would eventually lead to obesity, overweight and oral health issues. With this backdrop, it remained to be seen whether Monster would be able to spread out its brand value by partnering with top EPL clubs sustainably.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

About

Abstract

Monster Energy (Monster) was recognised as one of the major marketer and distributor of a large range of energy drinks and alternative beverage products. From the viewpoint of business competition, Monster had many commercial rivals like Coca-Cola, Swire Coca Cola, PepsiCo, Starbucks Corporation, Rockstar Energy Drink, Nestle, Haralambos Beverage, etc. Over the years, the company had tweaked its pricing, packaging, branding and distribution strategies to achieve the maximum growth percentages. Also, through sponsorship deals Monster had expanded its promotional strategy. In this context, in September 2019, Monster's management had commercially partnered with eight English Premier League (EPL) clubs, in order to attract a large number of soccer-loving supporters. However, the partnership had triggered a debate over public health issues. The company was criticised for manufacturing food and energy drink items with too much of sugar content, which would eventually lead to obesity, overweight and oral health issues. With this backdrop, it remained to be seen whether Monster would be able to spread out its brand value by partnering with top EPL clubs sustainably.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

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