Chapter-8 Segmenting and Targeting Markets

   Monster does a great job at market segmentation. They are able to create a need for products based on different subgroup's desire for high quality, for example their line of HDMI cables. HDMI cables are a combination of high definition audio and video cables in a single cord. Before the creation of HDMI cables, consumers would have to use several different wires for each output in order to get high definition, creating a maze of loose wire behind their entertainment centers.

 Although it more expensive, the HDMI cable eliminates this mess, and has since become the preferred cable among consumers. There is a HDMI output slot on just about every video device from blu-ray players to gaming consoles. Eventhough manufacturers of the these device never suggest getting any specialized HDMI cable, Monster caters to owners of each device by creating a line of HDMI cables that vary in performance. Monster HDMI cables for gaming consoles (M1000) is said to process digital video and audio at speeds of 17.8 gbps (Giga-Bits-Per-Second), much higher than that of their standard HDMI cable (the M650 is only 13.8gbps). These specifications may not appeal to the average consumers, however to the gaming subculture the difference in quality will increase their playing experience.

   Monster also uses demographic segmentation, such as age and gender. In regard to age, Monster typical target market is to Generation Xers and Yers. They cater to these groups because they have the most disposable income. Monster makes accessories for electronic product that are vital in today's pop culture, such as apple's ipod. In Monster advertisements for headphones, they usually feature active young adult, appeal to Gen Yers. When advertising to Gen Xers, Monster show ads of families together enjoying there product, as seen on their website. There has yet to be any advertising for baby boomer or children, but who know what the future holds. Monster will probably come out with a line of high definition hearing aid if the market called for one.

    Although Monster's product are unisex, they are largely consider male oriented, since most of their endorsements, reviews or co-signs are from the male perspective. To change this perception, Monster offers alternates color like pink to products. They also use advertisement with women going about their normal activities, such as the case with their new line of headphones Purity featuring ballet dancer Lara Turk.

    However, Monster does have a few products that are marketed to females such as Gwen Stefani's Harajuku loves line, Lady Gaga's Heartbeats and Monster Butterfly from Vivienne Tam. The Harajuku in-ear headphones features exterior doll like shape. Monster Butterfly has a butterfly, while Heartbeats generation one feature a jewel encrusted exterior.