شاهکار استراتژیک مانستر: چطور ۱۵ سال بعد از ردبول شروع کردند و سهم بازار را جارو کردند؟

The secret of the invincibility of the energy drink monster; How did Monster challenge Red Bull's 40-year empire? Hello friends, I am Ehsan Mehdinejad, a writer, researcher, and brand consultant. This time I want to talk about a brand that, even if you are not its customer or, better yet, its consumer, you really cannot ignore; and that brand is the real monster of energy drinks, namely "Monster", with its famous neon claw logo and its wild black half-liter cans! Monster is the only brand that has managed to not only not be crushed and its face not rubbed into the dust like the others during the 40-year reign of the king of the market, Red Bull, but also to fight shoulder to shoulder with it and together they sweep up 80% of this 92 billion dollar market in the world! In this video, we are going to find out how, in a market where we are not the first and where we started 15 years after the leader, we can find a new place for our brand by discovering market gaps and combining creativity and market intuition, create a distinctive and attractive product, and become a serious and successful player? 📜 From bankruptcy to the birth of a monster To understand how the idea of ​​Monster was created from the beginning, we need to go back to 1935 in California. The ancestor of this Monster Energy was a company called Hansen’s Natural Juices. A typical family business with about 12 employees whose job was to sell juice. Like many other businesses, the company remained a medium-sized business for decades, until it officially declared bankruptcy in 1988! Until two South African-born lawyers and entrepreneurs, Rodney Sachs and Hilton Schlossberg, bought the bankrupt company in 1992. They didn’t really understand the beverage industry, but they understood one thing: the market was changing dramatically! Rodney realized that energy drinks were a $3 billion industry in Asia and it was time to get in on the action. They first tried Hansen Energy, but it didn’t work. Until Red Bull came to the US in 1997 and took the world by storm. All the brands that came after Red Bull were destroyed, but Rodney said something that changed the company’s strategy: “We’re not going to beat Red Bull at Red Bull’s own game. We’re going to create a new game!” 💥 Monster’s Triple Hit on Red Bull They sat down and identified the industry’s pain points and gain points: 1. First Strike (Double the Volume): Middle-class youth said that 250cc cans of Red Bull were child’s play and that it would be finished in two gulps! Rodney’s idea was to make the can exactly 250cc larger; that is, half a liter and twice as much Red Bull! 2. Second Strike (Same Price): Offer a large half-liter product, exactly the same price as a small can of Red Bull! 3. Third Strike (Rebel and Yankee Spirit): Rodney said that we wanted our brand to have a lot of adventure and to appreciate the rebellious nature of a very young generation. Exactly the gaps in the market that the high-end, educated and polite European Red Bull did not address! The designers told Rodney that no one would drink half a liter of the highly caffeinated drink in one go, but Rodney stood by his idea and said: “Exactly because Red Bull is small to Americans, we have to be big. We’re going to make Red Bull look like a baby bottle when our cans are put together!” 🎯 Monster Dissecting the COADVI Branding Model If we put Monster’s actions into the COADVI model, the secrets of its branding are revealed: Core Story & Core Idea: The concept of “Unleash the Beast!”; a story from the heart of the youth culture of rebels, gamers, and metalheads. Advantage: Internal advantage, having the equipment and prior experience; and external advantage, discovering Red Bull’s price gaps relative to the volume and lack of American culture in the competition. DNA: Aggressive Lifestyle Energy. Vision: To become the global icon of the extreme lifestyle and the king of the youth culture of rebellion. Identity: Archetype: 100% masterpiece of the Outlaw archetype alongside the Everyman sub-archetype to befriend the working class. Positioning: A shot at the “Vigorous – Wild and Extreme” corner opposite Red Bull Premium. Visual Identity and Logo: Three vertical neon green lines in the shape of The Claw, which has cracked open a black can. Interlude and Mystery of the Number 666: The resemblance of the three forks to the Hebrew letter “Wow” (equivalent to the number 6) and the association of the evil number 666! Monster never denied this rumor because for the Outlaw archetype, it felt like free PR. Instead of building a new clan from scratch, Monster entered existing clans. Instead of expensive sports like Formula One, they went for street and extreme sports like MMA, UFC, motocross, NASCAR, and BMX at much lower costs. What was the result? If you invested just $1,000 in Hansen’s stock in 1994, in 2024 that $1,000 would be worth $2 million (a 200,000% increase)! In 2015, Coca-Cola bought 16% of Monster and took over its global...