Team 3  Ivan Ordonez  Jane  Alicia  Laura  Tobi  Sherif

 SKU and Overview Headquarter and distribution center in Corona, California 2nd largest seller in US Distributed in 50+ countries 6 product categories Energy drink category - 92% of total revenue SKU selected Monster Energy Drink, 16oz

 Market Share and Sales Millions United States Top Selling Energy Brands

 Market Research Walgreens6 7 Eleven5 CVS4 Safeway2 RJs1 Rincon Market1 Google Shopping1 Food Court1 Clouds Smoke Shop1 Bristol Farms1 Amazon1 24 stores – Most in District Area What did we measure?  Facing & Branding  Pricing  Promotion  Branding Where did we go?

 This is what we found Facing  Lower than eye-line shelf display  Flavor variety strategy with average 15 SKU Branding  Few “Monster fridges” and in-store branding

 Promotion There is a consistency in the promotional strategy of the brand given that 14/22 offline stores we visited had the same 2 cans x $4 promotion. HIGHLIGHT Type of promotion Any promotion?

 Pricing STORESMinMax Max. Price after promotion Safeway$ x 4$ 0.58 Walgreens$ x 4$ 1.38 CVS$ x 4$ Eleven$ x 4$ 1.38 RJs$ Clouds Smoke Shop $ Rincon Market$ 2.69 Bristol Farms$ Amazon $ Google Shopping$ Food Court$ x 5$ 0.67 OFFLINE ONLINE WHOLESALE RETAIL Strong impact of promotion on prices HIGHLIGHT

 Conclusion CostcoClubsBranding

 Pricing STORESMinMax Max. Price after promotion Safeway$ $ 0.58 Walgreens$ 2.49$ 2.69$ 1.38 CVS$ 2.49$ 2.69$ Eleven$ $ 1.38 RJs$ Clouds Smoke Shop $ Rincon Market$ 2.69 Bristol Farms$ Amazon $ Google Shopping$ Food Court$ $ 0.67 OFFLINE ONLINE WHOLESALE RETAIL Price variation inside chains  Location crossed out  Traffic hypothesis HIGHLIGHT

PRODUCT RESEARCH SUNGLASSES TEAM 11 DOLORES PARK Ivan O. Mariya Rao Mayuri Ioanna Markus

THE CONSUMPTION EXPERIENCE Young Adults from (17) to Seniors (55+) Men and women of all income levels 86% of the people in U.S. uses sunglasses Who uses it? Sunglasses are bought by U.S. customers every 2.5 years (Average) How often is the product used or consumed? This product is consumed mostly during summer season Survey shows that an average of sunglasses were sold in S.F. from May to early September When are they used? Outdoor (As eye protection) Indoor since 1970’s (Fashion trends) Where are they used? Fashionistas: they feel “trendy” and “stylish” “Protected”: Not showing their mood “Status”: Depending on brand and style What feelings and opinions surround the consumption experience? Customer relationship with sunglasses (survey based on responses from Hult students years old) What type of relationship does the customer have with the product 16% use it for healthy reasons

THE PURCHASE EXPERIENCE Fashion changes Special occasion Broken sunglasses Gift ? Social Pressure Fashion Pressure  What factors influence the purchase? Internal? External? Find the style they want Good price Sufficient help from the salesperson Satisfactory guarantee if broken Satisfaction Ignored by salesperson to find what they want/suits them No guarantee Low customer service Dissatisfaction  Is the customer (purchaser) also the consumer (user)? 80% is the consumer (user) 20% is not the consumer – bought as gift Average price paid $29US 23% of U.S customers wears prime sunglasses Over $50US Only 3% use prescription sunglasses

THE SELLING EXPERIENCE  How is this product sold? 1. Seller looks at the features of the customer 2. Asks price range they are looking for 3. Shows new arrivals 4. Describes functionality - i.e. polarized  How is the product positioned by the sales person? 1. High-end style 2. Comfort 3. Suitability: classic, sporty, stylish, funky  When customers do ask for help, how long is the typical sales discussion? 1. Ranging from 2 minutes – 10 minutes 2. Affected by customer leaving the store satisfied  Team member.

NEWSLETTERS PRESS CUSTOMER SERVICE ABOUT COLLECTIONS MENS WOMENS DIGITAL MKT. CAMPAIGN SMART LUXURY STORES PROJECT MANAGERS IVAN O. MEMBER 2 MEMBER 3 MEMBER 4 MEMBER 5 TEAM 4 IN ASSOCIATION WITH