Good  Vibrations

Kevin  Berka,,  Joe  Saplis,,  Samantha  Shepley,,  Aaron  Shults,,  Grant  Whisler  

MONSTEREnergy2013  Media  plan

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Executive Summary (p.3)Brand Background (p.4)Category Trends (p.7)External Trends (p.8)Competition (p.9)Current Users (p.10)Geographical Ephasis (p.11)Consumer Decision Process (p.12) SWOT Analysis (p.13)Primary Research (p.14)Target Audience (p.16)Media Plan (p.17)Competitive Ads (p.20)Monster Advertising (p.22)Creative Brief (p.23)Creative Executions (p.24)Appendix A (p.25)Appendix B (p. 26)

table  of  contents  

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Executive  Summary

At Good Vibrations, we focus on doing exactly what our name suggests: creating a sense of goodwill and ex-citement among our clients’ target audiences. We want to create exciting, vibrant messages that resonate with your consumers. We have developed a comprehensive media plan for Monster, with a focus on connecting with Asian Americans.

The energy drink category is competitive. Red Bull is the undisputed king and the powerhouse. Monster current-ly holds second place but that can no longer be taken for granted. Rockstar, fueled by promotions in extreme sports and heavy metal music, is reaching to take over the number two position. Monster’s goal is to defend Rockstar while challenging Red Bull’s domination.

The Asian American to target is the 18-26 year old male. He is likely employed, in school or both. He’s busy and always on the go. Furthermore, this focus needs is on Generation 1.5 and 2.0. This means he is assimilated and a part of American culture.

Our primary research revealed that Asian Americans consume energy drinks and are aware of Monster. Our goal is to increase our current preference among Asian Americans while also increasing use and satisfaction. By doing that, we believe that Monster will take some market share from Red Bull and further distance itself from Rockstar and Amp.

Our objective is to increase the preference of Asian Americans for Monster by 10%. This will be done by reaching 30% of our target audience over the course of 2013. Geographically, we want to focus on New York, California and Texas, since these markets have the larg-est portion of the Asian American buying power in the United States.

To energize Asian American males for Monster, we al-located $20 million into the sponsorship of Jeremy Lin, television and internet advertisements, and various pub-lic relation events. The focus of our plan is the sponsor-ship of Lin. Advertising revolves around the NBA sched-ule and a Facebook contest for the chance to meet him. As the NBA season continues, Lin will continually make Monster recognizable, exciting and cool. He will differ-entiate Monster from the pack.

our campaign will use new types of media to effectively reach the target audience.

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Brand  background

Monster Beverage Corporation came into existence in April 1990. Before it held this name, it was known as Hansen Natural. In April of 2002, Monster Energy was created. It came onto the market during the rise of energy drinks, and since its creation sales have been increasing from year to year.

In the past year alone, unit sales increased by 25.2%, and dollar sales increased by 23.4%. Monster Energy Brand positions itself as an extreme sports drink giving consumers a large boost of energy. The brand aims to support those users who are passionate about a unique skill and they invest in the future of extreme sports. Fans are en-couraged to wear Monster Energy gear and represent the brand while living their life on the edge.

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Marketing  Mix

Product Monster Energy stepped away from the traditional 8-ounce, skinny can that dominated the energy drink market. Instead, Monster utilizes a 16-ounce, bigger can that touts a product that contains a “A Lifestyle in a Can”. The

includes their traditional Monster Energy line as well as Java Monster, Nitrous, X-Presso, and Rehab. All lines boast -

ple of Monster’s continued stride towards innovation. Most energy drinks contain 10 mg of caffeine per 10-oz and

cans per day, because increased caffeine intake can pose a health risk.

Results from our primary research survey demonstrate that energy drinks are used for an assortment of reasons. To begin with, our results show energy drinks are typically consumed on a monthly basis, and during later hours of the night. A few people drank them in the morning, but the heaviest users consumed them in the evening and late night. The survey also showed that the season had no bearing on the usage of energy drinks, as users were in-clined to drink them at any time of the year.

PriceCurrently Monster is sold at a variety of locations. From ware-

Monster Energy drink in any local store. The price may vary with location. Cases of 24 cans are available for roughly $31, whereas as singular 16-ounce can is offered for about $2.

the purchase of energy drinks, the majority of respondents in-dicated price as most important (had the option of choosing more than one). As indicated by the chart to the right, price is

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Marketing  Mix

PlaceMonster Energy drinks are sold in supermarkets, drugstores, convenience stores and warehouse club stores. In 2011 the direct-store-delivery segment accounted for $1.6 billion of total generated revenue, or 93% of total sales. In 2010, 64% of sales went to full service distributors, 12% to club stores, drug chains and mass merchandisers,

Since a majority of company sales go to full service distributors, it is hard to say exactly where the products are sold, however these distributors include: TCCC North America Bottlers, CCE, Wal-mart, Inc., AB Distributors, Co-ca-Cola Hellenic, Jumex, Kalil Bottling Group, Trader Joe’s, Pepsi Canada, Costco, and Safeway, Inc.

PromotionCurrently Monster Energy employs no traditional methods of advertising, instead putting more value on connections with consumers. Extreme sport sponsorships, concerts, and event-based marketing are the typical promotional methods used for Monster Energy. Sponsorships include myriad athletes in motor sports, action sports, mixed mar-tial arts, and musicians.

After conducting primary research and analyzing current category and market trends, we recommend a campaign to expand the media focus of Monster Energy and introduce the brand to a more diverse audience. Our campaign will not be entirely abandoning the usual event-based promotional efforts, but through the use of social media, television, Internet, and correlated sponsored events, the new campaign we propose will more effectively reach the target audience and lend to a greater success for Monster Energy. The campaign seeks to use these different types of media in a strategic and harmonious way in order to maximize the potential.

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category  trendsLow Calorie/Low Sugar According to a study at Michigan State University, over one-third of non-energy drink users are under the belief that energy drinks contain far too many calories. Due to this idea, energy drink companies have begun to imple-ment lower calorie and lower sugar energy drinks as a substitute to the companies’ other products.

Flavor Expansion

but recently, brands have been trying to expand the scope of what an energy drink is considered to taste like. Brands in this category have widely introduced

berry, and blueberry to name a few. Besides introducing

Large CansRegular cans of soda are placed in 12 oz cans. Energy drinks, on the other hand, tend to place contents in larg-er cans due to the fact that there is a limit on the amount of caffeine in a serving. When making increasing the

to increase the caffeine content in each can. The aver-age size can that energy drinks tend to come in is 16 oz.

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EXTERNAL  TRENDSPOLITICAL AND SOCIALRecently there has been a ban on sixteen ounce sugary drinks in the state of New York and unfortunately, ener-gy drinks fall under this ban. This shows that the state is getting involved in regulating consumer caffeine use and in turn regulating energy drinks. In addition, college students are using the high caffeine content of energy drinks to stay up late for studying as well as consuming alcohol, combinations which often leads to health risks and governmental intervention. Stories about recent deaths and injuries allegedly caused by energy drinks have put this industry under the DEA’s microscope of investigation. This means that Monster must do its best to stay out of negative press and distance itself from the stigma that the energy drink category faces.

CULTURALCaffeine consumption is a very universal occurrence in America, many people start their day off with coffee or ingest various other forms of caffeine to stay awake. Caffeine has become associated with productivity in the workplace, embedding it in American culture. The ex-treme caffeine consumption in America has even led to famous advertising slogans, such as Dunkin’ Donuts’ ta-gline “America Runs On Dunkin”. In recent years, Amer-icans have begun to stray away from consuming strictly coffee and have started using energy drinks as form of “liquid productivity.”

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CompetitionMonster has many competitors, both direct and indirect. Monster’s direct competitors are large companies that primarily sell traditional energy drinks, which include Red Bull, Amp, Rockstar, and Full Throttle. Monster’s indirect competitors are smaller traditional energy drink companies, as well as companies that sell any products that con-tain caffeine, such as coffee, caffeinated soda and energy shots. Our research focused primarily on direct compet-itors, as they pose the biggest threat to Monster. The energy drink category is an oligopoly, with Red Bull, Monster, Rockstar, Amp and Full Throttle owning most of the market share. The chart below shows a breakdown of the direct competitors in terms of their sales, price, product, positioning, promotions, media mix, and market share.

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cURRENT  USERSDEMOGRAPHICS  Gender68.5% Men31.5% Women Age18-24: 31.8%25-34: 29.9%35-44: 20.9%45-54: 12.9%55-64: 3.4%65+: 1.1%

Employment:Full Time: 63.7%Part Time: 13.2%Not Employed: 23.1%

Family SizesNo Kids: 42.3%One Kid: 20.4%Two Kids: 21.5%Three Kids: 9.0%Four Kids: 4.3%5-7 Kids: 2.6%

Education32.7% graduated high school30.9% have some college education

*3.7% of Monster’s current consumers are Asians.

Purchasing Habits 53.5% purchase coffee37.1% purchase imported beer23.9% own a lawn mower38.9% use coupons

The current user is likely to be an employed male. He is busy and on-the-go and often requires quick sources of energy. He drinks instant coffee when he has the time, but it is more likely that he is drinking an energy drink. Although he most likely did not pursue schooling after college, he is still working hard in his day-to-day life. Ev-ery so often he enjoys rewarding himself with something fun, such as imported beer. Also, he is still a committed to the do-it-yourself ideals he grew up on when it comes

that he can and that extends to every aspect of his life.

PSYCHOGRAPHICS

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Geographical  emphasis

Based on the results from both our primary and secondary research, we decided to heavy up our communication efforts in three markets across the country. Of the buying power for our target market (Asian American males aged 18-26), 48.3% exist in New York, California, and Texas, so we will be increasing spending in these states. Accord-ingly, the brand and category development indices for these states are above average, indicating that the potential

BDI for the markets of Los Angeles, San Francisco, New York City and Houston were above average for each mar-ket, as indicated by the table below. Although New York City’s BDI is lower than average and much lower than the

of our target audience.

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According to a survey that Good Vibrations has con-ducted, roughly 85% of energy drink users consume the product during any time of the year (see chart below). Within that, a large amount of respondents mention that they consume energy drinks in the evening or late at night. Information from the case study states that energy drinks are popular among college students for studying. Because of this, it would be useful looking into increased spending during the fall and spring months as these college students will be using this product to prepare for exams. This data backs up the facts that most energy drink companies tend to do equal spending across the board.

DECISION  MAKING  PROCESS

Based on the survey we conducted, the most important factors to the target are price, taste and amount of caffeine, and Monster is one of the target’s most preferred brands. Furthermore, the index of 140 for Asian Americans us-ing Monster is also the highest of any energy drink. This tells us that the target is already aware of Monster, and is choosing it over other brands. Therefore the best approach is to focus on preference, use and satisfaction of the chart shown below.

SEASONALITY  AND  TIMING

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SWOT  ANALYSIS  

Strengths -Number 2 in market share-Outdoor, Blue-collar workers prefer Monster to Amp-Well received in geographic areas with high ener-gy drink consumption-High brand preference amongst heavy caffeine users

Opportunities

energy -drink category-Sales of energy drinks are increasing nationally-Relatively young category with room for growth

Weaknesses-Monster has the lowest media budget amongst the 4 biggest energy drink brands-Current brand positioning and product offering has

-come-High caffeine content has led to a negative public perception about energy drinks

Threats-Market is highly competitive with 4 brands com-manding most of the market share-Red Bull dominates the media in terms of spend-ing -Government regulation on energy drinks

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pRIMARY  RESEARCH  To gain insights on the Asian American target, we conducted a survey of 54 respondents asking them questions

When measuring brand preference in our survey, we used a likert scale from 1-6 (1 being least preferred, and 6 being most preferred). Taking this into consideration, we measured the responses on a weighted scale, placing a value of 6 for every 1 vote of most preferred.

Key FindingsThe target is aware that Monster isa possible energy drink choice.

AnalysisBecause 44 of the 54 respondents have tried Monster before, the audience is aware of Monster. We do not need to focus on building brand awareness with our media plan.

Number  of  Responses  

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Key FindingsSocial media, traditional internet and mobile are by far the media most used by Asian Americans, fol-lowed by television. Newspapers, radio, magazines, and tablets ap-pear to be used the least by Asian Americans.

AnalysisWe need to focus our media mix on social media, traditional internet, mobile, and television in order to reach the target.

Key FindingsMonster placed second in brand preference behind Red Bull. .Analysis There is opportunity for Monster to to become the most preferred energy drink. We are going to try and increase preference among the target audience to distance our-selves from Rockstar, Amp, and Full Throttle, while taking market share from Red Bull.

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target  audienceAcculturation Our target is male Asian Americans aged 18-26 who are at least part-time employed, have graduated high school, and currently energy drink users. More spe-

Americans because they have been around the Amer-ican culture for a large portion of their lives and are more likely to be assimilators. We would target assim-ilators because they have fully adopted the American culture. They have grown accustom to the busyness and individualistic lifestyle of the American culture, meaning that they could use energy drinks to help get them through their day. This target comes from a collectivistic culture, which means they have a strong work ethic, are family oriented, prefer well known brands, and are risk averse.

Target Lifestyle The best way to describe this target is moving. The 18-26 year old Asian American male that consumes energy drinks is constantly trying to balance school, work, and personal life. In between, he checks his smart phone for news, sports and to check in with his friends via Facebook or Twitter. For lunch, it’s usually something out of a paper bag. He doesn’t needlessly waste money on Starbucks or a fancy sandwich. At the end of the day, he heads home and this is where

he checks his American identity at the door and con-nects with his Asian roots. He may even stop speaking English at this point and only communicate in his na-tive tongue.

Geographical Emphasis

because they account for 48.3% of Asian American buying power in the U.S.

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media  plan

Baseline planOur plan is centered on our sponsorship of Jeremy Lin, a popular Asian American NBA player. Because our target primarily uses internet and mobile media, we will run banner ads year-round on websites with high indices for Asian

media users, we will update Facebook and Twitter throughout the year with Jeremy Lin related content. In addition to these year-round internet and mobile ads, we will run a variety of television ads, host promotional events, and create a web series running at different times throughout the year.

At the beginning of the year, Monster will release a :15s television ad to build awareness of their Jeremy Lin spon-

to achieve a frequency of 4 times monthly.

As the NBA season comes to an end, Monster will release a :30s television ad introducing an internet web series titled “Making of a Monster” which will document Jeremy Lin’s rise to stardom. This spot will air on primetime during basketball games and Sportscenter. Monster will also release a new banner ad focusing on the upcoming web

to NBA playoffs. Monster will also continue to run the original, year-round online and mobile banner ad on NBA.com and ESPN.com.

Monster will host three PR events called Monster Madness surrounding the launch of the Xbox 360 game NBA 2k14 in October. For each of these events, which will take place in Los Angeles, New York and Houston, there will be a NBA 2k14 tournament in which fans play against each other, with the winner of each tournament playing against Jeremy Lin. Monster will release three Facebook statuses, one for each of the three cities, which fans will have three days to share for a chance to be entered into that city’s tournament. After the sharing deadline passes, Mon-ster will randomly select 16 people for each city to be entered into Monster Madness. At each event, there will be Monster giveaways such as hats, shirts and free Monster drinks, and the contestants will face off in a NCAA-style, single loss elimination tournament. All contestants will receive a Monster package including Monster gear, decals and Monster drinks, and the three winners will also receive a free copy of NBA 2k14 and an autographed Jeremy Lin Monster jersey. As the NBA season starts up again in late October, Monster will continue to post Jeremy Lin content on their social media sites and will run the original banner ad on NBA.com and ESPN.com.

Scheduling

Non  traditional  media

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Budget  allocation$3 million to Jeremy Lin for sponsorship, events, and videos

$2 million for event money (giveaways, production, travel, paying employees)

$2 million for ESPN and ABC TV in Jan, Feb, and May

$3.25 million to ESPN.com for 159,091,000 impressions

$6.5 million to Yahoo!Sports.com for 30 days in the month of May

$3.25 million for NBA.com for 175,000,000 impressions

OBJECTIVESThe primary objective of this campaign is to increase Monster’s brand preference among male Asian Americans by 10% from January 2013 to December 2013. We will attempt to increase preference among Asian Americans aged 18-26 by reaching 30% of this target market an average of 4 times monthly. We will increase spending in Califor-nia, Texas, and New York because they make up 48.3% of Asian American buying power in the U.S. In these three states, we will attempt to reach 50% of the target market an average of 3.5 times daily.

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At the beginning of the year, we will conduct surveys across the nation that measure Asian Americans’ brand pref-erence in the energy drink category. This survey will be limited to current users of energy drinks because our goal is not to convert non-energy drink users into users, it is to increase brand preference amongst current energy drink users. We will then conduct this same survey at the end of the year and measure the increase in brand prefer-ence towards Monster. We will also conduct focus groups with Asian American energy drink users in Los Angeles, New York and Houston at the beginning of the year and at the end of the year. These focus groups will also center around brand preference and will show us what worked and what didn’t work in the Asian American markets that we focused on.

Additionally, we can track this by paying close attention to communities and cities with a predominantly Asian American population. We will take note of how often we are restocking our product in these areas before the cam-paign starts. Once the campaign begins we will look at how often the stores, gas stations, and convenience stores are ordering to restock Monster Energy Drink on a monthly basis. This gives us a great look of what did and did not work as the year went on.

eVALUATION

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Competitive  ads

AmpThere is very little print advertising with this brand. The print ads that do exist are primarily for promoting events with the brand. The TV advertisements for Amp fea-ture athletes from extreme sports or create a humorous scene for the viewer. Amp sponsored-athletes include Dale Earnhardt Jr. (Nascar), Urijah Faber (Ultimate Fight-ing), Scotty Lago (Snowboarding), Kevin Pearce ( Snow-boarding), Jack Mitrani (Snowboarding), and Luke Mi-trani (Snowboarding). Amp has also sponsored various events such as races at the Talladega Superspeedway,

and most recently Latin Music concerts.

RockstarRockstar doesn’t favor print or television ads and prefer sponsorships, much like Amp. The advertisements that Rockstar does provide often coincide with an event they are promoting. Rockstar also sponsors athletes such as:

Luke Parslow (BMX), and Chas Guldemond (Snow-boarding), just to name a few. Similarly to Amp, Rockstar tends to sponsor more extreme sport athletes. Rockstar also sponsors bands Slayer, Set Your Goals, The Won-der Years, and Suicide Silence, just to name a few. Mod-els are also sponsored by the brand. Promotional events such as concert series and sport outings are promoted by Rockstar.

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Red BullPrint ads for Red Bull often depict a humorous scene in which Red Bull gives a man character wings. This is evi-dent in their television advertisements with cartoon char-acters. Red Bull sponsors many athletes such as Deron Williams (Basketball), Lolo Jones (Track), Mick Fanning

Bulls. Unlike the other brands, Red Bull seems to spon-sor more than just extreme sports with the addition of basketball and golf. Red Bull sponsors various forms

often focusing on small independent bands, movies, or games. Red Bull also sponsors many events from con-certs to sporting events. In 2012 Red Bull sponsored the highest free-fall that a person has done, gaining a lot of attention. One of the most popular events is the Red Bull Flugtag in which ordinary people get together to create

motor.

Full ThrottleFull Throttle has not run a print or television ad since the 2006 Super Bowl. The majority of their positioning comes from sponsorships of events and endorsements. Full Throttle sponsors yearly bikini contests, tattoo con-tests, and drag racing events throughout the nation.

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MONSTER  ADVERTISING

sponsoring an event. Also, Monster sponsors athletes such as Rob Dyrdek (Skateboarding), TJ Lavin (Motocross), and Paul Thacker (Snowmobile) to name a few. Besides athletes, Monster also sponsors various personalities such as Snoop Dogg and Jackass’s Wee Man as members of their Monster Army. Various extreme sporting events and metal concert series are sponsored and promoted by the Monster brand. Much like Rockstar, Monster also sup-ports models featuring them as their Monster Girls.

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cREATIVE  BRIEF  Who is the target market?Asian American males ages 18-26Generations 1.5 and 2.0; they are highly assimilated into American culture but still closely identify with their Asian roots

Where are we now in the minds of this person?Monster is just one of many energy drinksThey think of it primarily in terms of taste; it has no differentiating presence or attitude

Where is the competition in the minds of this person?Also highly undifferentiatedRed Bull is typically top of mind and usually in terms of consuming with alcohol as a “bomb” drink

Where would we like to be in the minds of this person?Monster is the exciting, powerful energy drink that can ignite you to do big things

What is the creative insight?Jeremy Lin is the epitome of cool and hip to Asian Americans. Brands that can align with him can build off his mo-mentum to ignite their brand

What is the supporting evidence?Surveys and interviews

What is the tone for the advertising?Explosive, exciting and motivating; viewer should want to jump off their couch and start playing basketball against Jeremy Lin

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creative  executionsBanner adsThe banner ads that we will release will be very simple. They will just show Jeremy Lin associated with the Mon-ster logo by replacing the ‘m’ in Jeremy’s name with the patented Monster ‘M’. Early in the year, this will help build awareness of the Jeremy Lin sponsorship; and later in the year, it will remind the target of the sponsorship.

The banner ad that is released to introduce the “Making of a Monster” web series will also show Jeremy Lin associ-ated with Monster. However, the Monster ‘M’ will be used as the ‘M’s in the words “Making” and “Monster” as op-posed to standing on its own.

TVThe television ad that airs early in the year will feature Jeremy Lin warming up before a game, he would then drink a can of Monster before he steps onto the court to cheering fans.

The television ad that airs in May to introduce the “Making of a Monster” web series, will simply use clips from the series and act as a teaser. This will give the target a glimpse of what series entails and get them excited for it.

Web Series

will show Jeremy Lin’s early life and upbringing, which will show his Asian heritage and collectivistic culture. The second episode will document his college years at Harvard, showing his hard perseverance and intelligence. The third episode will show him getting cut from his original team and him working hard to try to get back into the

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appendix  Aworks  cited

AMP Energy Drink. Web. 13 Dec. 2012.

“Category Management Handbook: Specialty Beverages.” Cspnet.com. CSP Business Media, Dec. 2012. Web. 13

Full Throttle - Energy Drink. Web. 13 Dec. 2012.

Hansen Natural Corp Annual Report. Rep. Global BB Onesource. Web. 13 Dec. 2012.

“Ingredients in Red Bull Energy Drinks.” LIVESTRONG.COM. Live Strong Foundation, 26 Apr. 2011. Web. 13 Dec.

Market Research Insight. MRI Energy Drink Data. Raw data. Gulf Breeze, FL.

Monster Energy Drink®. Web. 13 Dec. 2012.

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Survey  QuestionsWe are conducting a research regarding energy drink consumption for a class project. Please take 10 – 15 minutes to complete this survey.

1. Have you ever drank an energy drink? a. Yes b. No c. Not Sure

2. On average, how o!en do you drink energy drinks? a. Daily b. A few per week c. One per week d. Monthly e. Less than one per month f. Never

3. Rank the following media in terms of your usage, 5 being most-used, 1 being the least-used: a. TV b. Internet – traditional websites c. Internet – social networking/sharing sites d. Newspaper e. Mobile Phone f. Radio g. Magazines h. Tablets (iPad)

4. What energy drinks have you tried? (Mark all that apply) a. Monster b. Red Bull c. Full "rottle d. Rockstar e. Amp f. Other___________ g. I have not tried any

appendix  B

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5. Please rank the following energy drinks in terms of your preference. a. Red Bull b. Monster c. Amp d. Rockstar e. Full "rottle f. I do not consume energy drinks

6. What time of day are you most likely to consume energy drinks? (Check all that apply) a. Morning b. A!ernoon c. Evening d. Late Night e. Never

7. Where do you buy energy drinks? (Check all that apply) a. Convenient Store b. Grocery Store c. Gas station d. Bars e. Other___________

8. Now, please rank these in terms of how o!en you purchase at each (1 = “most frequently purchased from”). a. Convenient Store b. Grocery Store c. Gas station d. Bars e. Other___________

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9. What seasons do you drink energy drinks or ca#einated products? (Check all that apply) a. Spring b. Summer c. Fall d. Winter e. Any time of the year

10. Please rank the following factors in terms of level of importance when choosing an energy drink (1 = “not at all important”, 7 = “very important”) a. Taste

1 2 3 4 5 6 7 Not Sure

b. Can size (quantity of drink)

1 2 3 4 5 6 7 Not Sure

c. Variety of Flavors

1 2 3 4 5 6 7 Not Sure

d. Appearance of can/product 1 2 3 4 5 6 7 Not Sure

e. Price

1 2 3 4 5 6 7 Not Sure

f. Amount of Ca#eine

1 2 3 4 5 6 7 Not Sure

g. Other (please specify): _________________

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11. Name the brand that you feel best delivers each of the following bene$ts: a. Taste ________________________ b. Can size (quantity of drink)__________________________ c. Variety of Flavors__________________________ d. Appearance of can/product __________________________ e. Price __________________________ f. Amount of Ca#eine __________________________ g. Other (if speci$ed in previous question) __________________________

12. On a scale of 1 to 7, 1 being very poor and 7 being very good, rate how well Monster delivers each of the following bene$ts: a. Taste

1 2 3 4 5 6 7 Don’t Know

b. Can size (quantity of drink)

1 2 3 4 5 6 7 Don’t Know

c. Variety of Flavors

1 2 3 4 5 6 7 Don’t Know

d. Appearance of can/product

1 2 3 4 5 6 7 Don’t Know

e. Price

1 2 3 4 5 6 7 Don’t Know

f. Amount of ca#eine

1 2 3 4 5 6 7 Don’t know29

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13. Do you have any concerns about consuming energy drinks?

14. Age a. Under 18 b. 18-24 c. 25-34 d. 35-44 e. 45-65 f. Over 65

15. Gender a. Male b. Female

16. Race a. Caucasian b. Asian American c. African American d. Hispanic American e. Other___________

17. Where is your hometown and state (where you live other than school)? _________________

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