Detailed Marketing Strategy of Monster – With Company Overview

Updated on: Aug 15, 2022
Marketing Strategy Of Monster - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In a previous article, we learned about the SWOT analysis of Monster. In this blog, we are going to elaborate on the marketing strategy of Monster – India’s premium energy drink brand. 

Monster, an energy drink, is really popular among the youth. Its slogan “Unleash the Beast” which means to set free, to release the beast (in you) also justifies the brand name. This particular energy drink is unlike any other. It has a following of people who love it.

The main reason Monster is famous in the market is its marketing strategies. In this digital period where nearly every business is going online, digital marketing has become veritably important in the moment’s world and if you want to learn and gain further knowledge about it, go over to our  Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Monster by the end of this blog. Before diving deep into it, let’s begin with the company’s story, target audience and digital presence. 


Originally founded with the name Hansen’s in 1935 in Corona, California and later renamed itself Monster Beverage Corporation in 2012. Monster Beverage Corporation is one of the well-known manufacturers of non-energy and energy drinks which starts by producing natural soda and goes to the production of energy drinks and many more.

After getting popular in the market with its Monster products, it started producing drinks under different brand names. Later in 2015, Hansen sold a 19.3% stake and ownership of juices, sodas and other non-energy drinks brands that were under Monster Beverage Corporation to the Coca-Cola company, keeping its product Monster ownership among itself. Currently, Monster Beverage is a leading brand in the FMCG sector.

Quick Stats on Monster
CEO Rodney Sacks
CMO Dan Mchugh
Area Served Worldwide
Industry Food and Beverage
Market Share/ Revenue 460 crores USD
Vision To become the world’s leading energy drink seller.
Tagline Unleash the Beast


Marketing Strategy of Monster

Let’s learn about the marketing strategy of Monster! And how Monster carries the marketing campaign etc.

Segmentation, Targeting and Positioning

The effective marketing of Monster potables depends on applicable segmentation, targeting, and positioning strategies. In malignancy of applying all approaches to the request segmentation in order to promote the product, including demographic, geographic, behavioural, and psychographic segmentation.

Monster accentuates the use of demographic and behavioural analysis therefore, important attention is paid to similar factors such as age and gender of implicit consumers according to the demographic segmentation principles, as well as to their cultures and certain habits according to the behavioural segmentation.

The targeting strategies employed by Monster are determined by segmentation methods. As a result, the single-member approach is followed. The target request for Monster products consists of 18­-34-year-old males and females who are interested in active life, sports, gaming, motorbikes, and motorcars. Therefore, the targeting strategy of Monster is associated with manly-centred marketing which orients professional and amateur athletes, musicians, and bikers among others. 

The positioning strategy is generally grounded on emphasising certain rates of a product to attract the target followership. Monster has applied trait positioning and product benefit positioning as its strategies, thus, the company positions itself as a manufacturer of products with exceptional tastes and applicable caffeine situations. 

The company also accentuates unique guests associated with consuming Monster, thus, in the marketing strategy of Monster, the focus is on the increased energy situations and better capacities of huntsmen, as well as on advanced situations of consumer satisfaction.

Marketing Campaigns

Marketing Strategy of Monster - Campaign 1

One of the most viewed advertisements on Youtube published by Monster Energy – Introducing the all-new Monster Mule! Monster Mule embodies the true cowboy spirit, blazing a new trail combining the spicy/sweet taste of ginger with a hint of lime. 

The advertising campaign gave a cinematic short movie experience and it awestruck many customers and made them go to local grocery stores to grab an all-new Monster Mule. The Youtube video got successful and has more than 617k+ viewers with 300+ comments on the post.

Marketing Strategy of Monster - Campaign 2

Another advertisement campaign by Monster that got more than 1.4 Million views on Youtube is OPERATION ULTRA | Jackson ‘Jacko’ Strong Tears Through The Streets Of India. The advertisement was to promote the first Monster Ultra shipment which was launched in India. 

In the video, Black Ops Monster Team Agent (Played by Jackson ‘Jacko’ Strong) storms in on a mission to retrieve the first can of Monster Ultra – with two of India’s leading stunt bike riders – Babar and Akbar Khan, the Chaos Faktory parkour team who is seen chasing the agent and one of India’s most popular Television personalities, Taekwondo expert and Monster Ultra Ambassador, Arushi Dutta all hot on his heels in pursuit.

Jumping out of planes, tearing through packed market streets, backflipping dirt bikes and sprinting across the Indian city’s skyline is just a taste of how far this wild chase goes.

Marketing Strategy of Monster - Campaign 3

Another marketing campaign launched by Monster with 3rd highest views on Youtube – Monster Energy: Conor McGregor – #IAmTheBeast in which you will see the popular boxer McGregor embodying the Monster Energy Beast mantra and promoting Monster’s high-energy values and drive to over-achieve under pressure. 

We have picked and mentioned the top 3 advertising campaigns that got popular and were conducted by Monster energy on digital channels. There are more such marketing campaigns available on Youtube and Monster frequently conducts small marketing campaigns on social media platforms. 

Social Media Marketing

Social Media Platform











26M approx

Social media marketing is the process of using online platforms like Facebook, Twitter, and LinkedIn to build relationships and interact with potential and current customers. By sharing engaging content, participating in conversations, and running targeted ads, businesses can reach a wider audience and generate leads and sales. 

Monster is a prime example of a company that has successfully used social media marketing to grow its brand. With a strong presence on platforms like Twitter, Facebook, and Instagram, Monster has built a community of fans and followers who are passionate about the company and its products. 

By regularly sharing engaging content and participating in conversations, Monster has been able to connect with its target audience and build a loyal customer base. In addition, by running targeted ads and promotions, Monster has been able to generate leads and sales. Thanks to its social media marketing efforts, Monster has become a top global brand.

All of their posts are either sport, athletes, paid promotion with sports personalities, sponsorship with various sports teams with the brand or announcing events, and recent upcoming happenings. The engagement of the audience on all the social media platforms is great.

The posts are related to sports, music events, gaming, and lifestyle. The company has a great number of followers on every platform.

SEO Strategies

Marketing Strategy of Monster - SEO

There is no other option for SEO strategy, and Monster takes full advantage of it. As we can see that organic keywords count is quite high i.e 10,000+, which is amazing, and with this, it makes sense that most of its traffic comes from the searches made online. Monster accounts for more than 2million+ organic traffic to its website which is outstanding. This demonstrates that Monster is powered by a flawless SEO approach in addition to working hard enough to maintain the brand climbing in the Google organic SERP rankings.

Influencer Marketing

Monster is one of the most popular energy drinks on the market, and its marketing strategy reflects that. They have a large social media presence and often partner with influencers to promote their product.

Their influencer marketing strategy is very effective, as it allows them to reach a wide audience and connect with potential customers. Monster has a strong brand identity and its influencer marketing helps to reinforce that.

They often work with influencers who have a large following on social media, as well as with those who are popular in the gaming and eSports communities. This allows them to reach a demographic that is likely to be interested in their product.

The company believes in authenticity and the core of what its sports and athletes represent. It has partnered with hundreds of athletes across 32 professional sports. As we have seen above in the marketing campaign, they have a tie-up with the popular boxer Conor McGregor to promote their energy drinks.

Justin Barcia | Motocross, Dominick Cruz | UFC, Nyjah Huston | Professional Skateboarders, and many other athletes with a great number of followers on social media represent Monster.

Monster is very successful in influencer marketing because they have a clear understanding of their target market and they know how to reach them. Their influencers are often very passionate about the product and this comes across in their posts, which helps to create a strong connection with potential customers.

Mobile App

Marketing Strategy of Monster - mobile app

Monster is a popular energy drink company that offers a wide range of products to help people stay energised and focused. The company also has a mobile app that allows users to access a variety of wallpapers that can be used to customise their phones. 

The app is free to download and offers a wide range of designs to choose from. Whether you’re a fan of the company’s products or just looking for a new wallpaper for your phone, the Monster Wallpaper app is worth checking out.

Ecommerce Strategy

The e-commerce strategy of a company is vitally important to its success in the online market. In talking about e-commerce strategies Monster doesn’t sell its products on its official website but its products are available on many e-commerce sites like Amazon, Flipkart, Ralphs, Walmart, etc.

Content Marketing Strategy 

Monster’s content marketing strategy is all about creating and sharing content that is designed to appeal to its target audience. The company is active on social media. Monster is known for its sponsorship and support for sports, music events, etc. So, their post content is also related to sports such as Bellator MMA, Ultimate Fighting Championship, Moto GP, BMX, Motocross, Speedway, skateboarding, snowboarding, etc.

In the content marketing strategy, Monster on their website covers blogs and articles with topics that interest their target audience, which includes sponsoring and advertising extreme sports, concerts, and music festivals. 

They never tried to directly sell their brand, but rather they followed the path of indirectly promoting it through engaging and informative content. 

The readers enjoy the content and associate Monster with the content that they love to consume. This is also the reason why Monster is successful in obtaining relevant traffic on its website.

Another method of content marketing that Monster focuses on is publishing videos, reels, pages and other types of content on different social media networking sites and channels.

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.

This ends the elaborative marketing strategy of Monster. Let us conclude our learning below from the marketing strategy of Monster.


What’s Unique in Monster Marketing?

The marketing strategy of Monster has been highly effective in terms of both branding and sales. The company has managed to create a strong and recognizable brand that is associated with quality and innovation. In terms of sales, Monster has consistently outperformed its competitors, thanks to its aggressive marketing campaigns and effective distribution channels. 

The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers. Marketing is one of the most important foundations of every organisation, and it is now undergoing a fast transformation. With the growing importance of digital marketing, becoming knowledgeable about the subject is a crucial first step.

Today digital marketing is gaining popularity and has become an important part of any company’s marketing strategy. The industries are booming and brands are looking for digital marketers who have hands-on experience and can help them grow faster in the digital sector. 

With this growing demand, it’s essential for one to upskill themselves with new skills and gain practical experience. If you would like to learn more and wish to gain some practical experience, do checkout IIDE’s 4 Month Digital Marketing Course for more information. 

If you would like to learn more and develop skills, check out Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Monster has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Monster check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Monster, and do share your thoughts on this case study marketing strategy of Monster in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

1 Comment

  1. daniel

    Very helpful for my essay.


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