The company is presently targeting young teenagers around 20- 28 years. Both of male and female genders are included in this firm’s target market. The products of Monster Energy drink are previously targeted to male people. But now a day’s its products are also targeted to female customers. The organization’s target market comprises of the customers who are belonging from middle class and upper class of the society. They are having sufficient income to afford the products of Monster Energy Company. Its target market also includes the people who are very enthusiastic and takes part in different sports activities and music events. The people who want to be highly energized for performing different types of sports or any events are the customers of this energy drink company. The company is expanding its target market in the recent years by introducing many new types of products. Health conscious people are becoming important customers of this company.The product and the advertisements of Monster Energy drink are targeted towards next generation. It means young adults who are within the age of 18 to 28 are the main targeted customers of these products. The product is sold to both male and female customers by Monster Energy focuses to sell its products mainly to male customers. Demographic characteristics of these energy products influence to sell energy drinks to people of different ethnic backgrounds. For affording Monster energy drink its customers have to belong from middle class and higher middle class family status. This is because the customers should have the ability to bear the cost of the activities of Monster community. In demographic segmentation of its target market Monster Energy also considers about family life of its customers for selling its products. Religion is not playing an important role in targeting its market segment. The company sells its products in a large number of nations. As a result people of different religion purchases its energy drinks products. The firm mainly targets educated people as its customers. The people who can understand the value and benefits of these types of energy drinks are expected to purchase the products of Monster Energy (Kotler and Keller, 2011). The occupation of its customers differs a lot but the company mainly targets the people who are involved in adventure or sports related occupations. Life Stage of people also plays an important role in purchasing Monster Energy
Kotler, P. and Keller. L.K. (2011). Marketing Management, Fourteenth Edition. New Jersey: Pearson Education, Inc.
Monster Energy. (2015). News. Retrieved from: http://www.monsterenergy.com/in/en/news/
Pride, W. and Ferrell, O.C. (2014). Foundations of marketing. UK: Cengage Learning.
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