Monster Beverage Corporation, also known as Hansen Natural Corporation, was found in the 1930s by Hansen’s family in Los Angeles, California. In 1992, Hansen Natural Corporation introduced natural soda and apple juice. As the company expanded, they added energy drinks to their market. In 2012, Hansen Natural Corporation changed their company’s name to Monster Beverage Corporation. After changing their company’s name to Monster Beverage Corporation, their numbers of common stock increased by double. The company develops, markets, sells, and distributes beverages in the USA and internationally, operating in Direct Store Delivery and Warehouse. Direct Store Delivery develops, markets, and sells energy drinks through an exclusive distributor network. Warehouse develops, markets, and sells juice-based products and soda beverages directly through retailers. Monsters Beverage Corporation offers more than 100 different beverages to the beverage industry.
FUNCTIONS
Global Presence and Cultural Accommodation
Monster Beverages Corporation understands that the social media is an important element that helps everyone connect with the company. Therefore Monster has translated their website into more than 50 different languages. On their website, Monster has many sections regarding their activities such as global posts. The global posts section included news, galleries, music and videos about the sports and events that company were involved with (Monster, n.d.). With this network, Monster® Energy drinks are known and available in 114 countries. Beside the company’s website, the company is featured on Facebook and Twitter where the customers and staff around the world could access it. At the same time, Monster has an exclusive relationship with Loop’d Network. It is an online sports social media platform with more than 200,000 members worldwide. (Social Media tips from Monster Energy, 2007) This online sports social media allowed Monster to develop a Monster Army by offering athlete interview photos, videos, contests, and sponsorship opportunities. Although, Monster had an exclusive relationship with a strong social media, it’s only available for athletes. Therefore, they receive a grade of 3 out of 5.
Marketing and Sales
Marketing and sales always go hand in hand with each other. The more exciting the ad is, the faster the company captures the attention it needs to increase sales. In the article “Social Media tips from Monster Energy” by Melisa Campanedii, the director of sports marketing for Corona, John Lee, said, “We are actually going after the next generation through the Monster Army program….our army members and our reserves, who are talking it up, telling 10 of their friends, who tell 10 of their friends.” There were 50,000 athletes that signed up for Monster Army since it created. Unlike other companies, Monster marketing only focuses on the younger athletes and sporting events. For example, Monster sponsored many of the sporting activities such as motocross, BMX, mountain biking, skating, skiing, snowboarding, surfing, and wakeboarding. Monster used the social media to build a strong marketing strategy which has helped sale increase domestically and internationally. According to the 2013 annual report, the sale increased from $2.37 billion in 2012 to $2.59 billion in a year. The international sale had increased to $580.6 million in 2013 compared to $513.9 million in 2012. Although, their sale has increased last year, their market is still limited to athletes. Therefore, they receive a grade 4 out of 5.
Public Relations
Since the social media has become part of our everyday lives, many companies use this opportunity to improve their marketing strategies, products, services, and sales. Companies’ social media pages have become key for the relationship between a company and its customer. There are about 70,000 people following the company and more than 24 million likes on Monster’s Facebook page. (Facebook: Monster). Besides Monster’s Facebook page, 1.11 million people also follow Monster on this company’s twitter pages.( Twitter: Monster) People and staff post pictures, videos, and information, while commenting on sports and events that the company has been involved in. The links are not only available solely for customer viewing, but are also there for Monster to connect with the media and have them evaluate Monster’s products. For example, people post and tag their favorite drinks on Facebook and Twitter. They post comments about new products, and they follow sporting activities sponsored by Monster. By listening and viewing people’s comments, Monster receives a 4 out of 5.
Community and Outreach Services
Like some of the companies, Monster pays back its community with the profit they have earned by through the Monster Energy Gives Back Program that was formed in 2011. It is a nonprofit organization supporting the scene, people, and athletes in need. The program has attempted to make a difference and change people’s lives. For example, the Monster Energy Gives Back Program granted Daniel’s wish in August, 2012. They customized a brand new wheelchair with the Angels theme. They got him and his family tickets to the Angel’s baseball game. They took him onto the field to watch batting practice and to meet some of the players. Another event held in the late August of 2012 was Racing With the Pros, featuring celebrity appearances and races that the Monster Energy athletes were entered in. The event is in celebration of the launch of an ongoing partnership between Pole Position Raceway and Starlight Children’s Foundation of NY, NJ, and CT as part of its give-back charter CAReS (Cancer, Alzheimer’s, Recover and thoSe in need). Although Monster has been involved in many charity and fundraiser events in the past, it has been stopped for 2 years. Therefore it will receive 3 out of 5.
FACEBOOK “LIKES” GROWTH 2014
REFERENCES
Home. (n.d.). Monster Energy Drink®. Retrieved April 29, 2014, from http://www.monsterenergy.com
Monster Energy. (n.d.). Facebook. Retrieved April 29, 2014, from https://www.facebook.com/MonsterEnergy
Monster Energy. (n.d.). . Retrieved April 29, 2014, from https://twitter.com/MonsterEnergy
Campanelli M., (2007,November 15) Social Media Tips From Monster Energy.,. eMarketing & Commerce (eM+C). Retrieved April 29, 2014, from http://www.emarketingandcommerce.com/article/social-media-tips-monster-energy/1
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