Their target demographic market would include teens, Generation Y and Generation X. These age groups range between 13 to 40 and are some of the biggest consumers around. However marketing to older generations like the GenXers and GenYers may be hard than teens. Older generations tend to purchase brands the recognizes for having a history of quality and reliability through direct experience. Monster's products would be a perfect choice given the company's long standing record of quality (provided that consumer had experience with a inferior product before).
Teens are some what easier to market to because of their limited experiences. They can be greatly influenced by whats popular or what their favorite celebrity is using. Monster tries to capitalize in this market by pairing popular artist with their devices. A good example of this is with their ear buds artist series from Beats by Dr. Dre. Each artist is well known and respected in there genre and the teens get a reliable face to co-sign the product. Using pop culture is a effective way of controlling the external market environment.
Social media is another approach. Now a days approval is just one click away. Monster has a fan page on the popular social network Facebook. There is no age limit to who can use it. All someone has to do is press the button like it and all of their contacts will know. This is a great way to other people to spread the news of products fast and free. I'm pretty sure Monster Cable will use this tactic again as other social networks become more popular.
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