Customer Insight, store location strategy, shopper insight, sales territory planning, sales activation campaign
“The customer insight delivered by S2 enabled the Monster sales and marketing team to focus on key areas of the UK with maximum potential for volume growth and, at the same time, helped reinforce relationships with key wholesalers and retailers stocking the brand.” Head of Brand Development, Monster
Owned by Coca-Cola, the world’s leading soft drink manufacturer and distributor, Monster Energy is a major international energy drink associated with extreme sports events such as BMX, Motocross, skateboarding and snowboarding.
Marketed as a drink for those who aspire to an action lifestyle of extreme action sports, motor sports and live rock music, the consumer demographic is heavily biased to 16-24 year old males.
Monster Energy wanted to better understand the ideal consumer brand profile of Monster and identify retail store locations with the highest potential of individuals matching this brand profile. Secondly, they needed to identify wholesale catchment areas with the highest sales potential for their product.
To deliver this customer insight, we took sales out data and used our Map2Stats data mapping, reporting and location analysis software to provide postal districts ranked by the highest Monster consumer consumption levels and then aggregated this volume figure by identifying catchment areas in close proximity to key wholesalers.
This consumer profile and retail store location strategy then drove the roll out programme for the wholesale channel to ensure sales potential was maximised through the alignment of Monster’s field sales resource.
Having a list of retail stores by geographic location and ranked by consumer consumption profile helped the sales team to focus their time and resources on areas of greatest opportunity.
The customer insights delivered by S2 enabled the Monster team to focus on key areas of the UK with maximum potential for sales and volume growth and, at the same time, helped reinforce relationships with key wholesalers and retailers stocking the brand.