Chapter 18- Sales Promotion and Personal selling

   Products from Monster Cable have a long standing history of quality and excellents. The company does a great job in promoting their concepts and ideology through their website, and tons of celebrity endorsements. Monster even offers discount prices and a frequent buyer program for their customers. However, there are a few restrictions that may cause some consumers to feel a little leery about participating in these incentive programs.
   Monster Cable's frequent buyer program is called "Monster Bucks". Customers earn points which values at 30% of purchase before taxes. Customers are then able to use these points to purchase other Monster items. Unfortunately there are a few downsides to these programs. First, Monster Bucks are only available for selected products that are Monster's website. Second, Monster Bucks are non transferable and are not legal tender. Third, the "bucks" will expire one year after they are earned. Fourth, if a product is purchased using Monster Bucks and is returned, the full value of he points may be reduced or unearned.

   Discounted products are available at Monster's outlet store online. At the outlet store, several products are available for up to 50% off of their normal prices. The drawn back is that these products are all refurbished, and Monster's standard warranty does not apply. In place of Monster standard warranty is a limited 90 day warranty. Also, Monster Bucks can't be used for purchase at the online outlet.
   Monster doesn't have any retail stores so most personal selling is done by sales representatives at authorize chain stores (Wal-mart, target PC Richards & Sons, etc).

   However, Monster does their best to aid these sales representatives by providing in store demonstration. These demonstration are a simple display of Monster's quality. For video, Monster will set up two monitors. One using regular component cables, and the other using Monsters superior HD component cables.

As for the audio demonstrations, Monster will step up their headsets with a pre select rotation of music to show monster audio quality through a range of music genres. This make the sales representatives job easier, by show the consumer the quality before they purchase the product.

Chapter 17 Advertising and Public Relations

  Monster Cable uses various types of media to advertise their products. Television & Magazines are two of the main mediums that are used for Monster's advertises. Although product advertising is used on both mediums, each conveys different approaches when introducing their products. In their magazine ads, Monster makes sure to list some sort of brief specification to their product without being to technical, as well as images of the device. Most magazine ad are placed in magazines that specialize in music and electronics. However in their television commercials, Monster's advertising objective appears to focus more on the product being an accessory for everyday activities, such as seen in their advertisement for Beat by Dre. New commercial focuses on several individuals going about their normal routines while using their Beats headphones, be it skate-boarding or exercising. Music is another way of advertising that Monster uses. In the hit song "BOOM,BOOM,BOOM" by The Black Eyed Peas, rapper Will.I.am is heard is heard saying "I be rocking them Beats" repeatedly referring to the Beats headphone. This part of the song also appears in the commercial for Beats by Dre.

  Managing their companies reputation is very important to Monster Cable, however they have received unfavorable publicity in protecting their establish brand name. Monster Cable began suing companies that use the name "Monster" or "Cable" for their own companies. Monster Cable felt that the other companies profited from their brands reputation, even if the company in no way are competing in the same industry. While large companies such as the job search website Monster.com and beverage company Monster energy drinks may be able to settle their lawsuits, smaller companies were not as fortunate. Monster Mini Golf is a small company that develops miniature golf courses in local communities. However the impending lawsuit would have put the mini golf developer out of business, but luckily the general public intervened. Monster Cable started to be viewed by the public as a "corporate bully", and people began protesting Monster Cable. In response to the protest, Monster Cable dropped their lawsuit with the mini golf developer.

Chapter 15 Retailing

  Monster Cable products can be purchased at retail specialty discount stores that mainly supply electronic goods. Independent retailers like J&R Music and Computer World to major chain stores, such as Radio Shack and Best Buy are some of the locations where one can find Monster's products. At retail stores, sale representatives use sale tactics like suggestion selling. Suggestive selling is when a sales representative attempt to get a customer to purchase more items for their initial purchase. For example when I purchase my new HDTV for Best Buy, sales representative tried their best to sale my every accessory for my TV available.

   I was amazed by all of the product the store carried, and most were product from Monster. From HDMI cable for high definition viewing to surge protectors. Monster even has cleaners for the TV screens. The representative was very knowledgeable on the products and inform me of Monsters long standing history of excellents. The rep. would have sold me, but unfortunately I didn't have enough money(I also discovered that nothing repeals an aggressive sale person faster than saying no cash). This practice benefits companies like Monster, since they are in the accessory manufacturing business. To insure customer purchase monster products from an authorized dealer, Monster offers a lifetime warranty they call "Monsters Live Forever". Monster will replace customers defective Monster product only if it was purchased at one of their authorize dealers.

List of authorized dealers

   However, authorized dealers aren't limited to retail stores. They also have several option for non store retail shopping, such as online retailers such as Amazon.com and Bobizzo.com, to shop at home networks likes HSN.
   Monster also has a factory outlet store available on line were they sale their refurbished products at a discounted price. However there are some stipulations involved when purchasing from their outlets, namely the "Monster Live Forever" warranty doesn't apply. Instead of the lifetime warranty the company provides customers with a 90 day warranty. There is also a no return policy making all sales final. Costumers looking for a good deal may view outlets to be a good option minus the possibility of receiving a unwanted (and probably defective) refurbished item. Personally as a consumer, I would prefer to spend a little more to ensure my product is new, and protect with a life time warranty.


      

Chapter 6 - Consumer Decision Making

      Monster Cable does a affective job of centralizing the consumer decision making process by creating a marketing controlled information source with their website. Consumers generally follow a 5 step decision making process (Need Recognition, Information Search, Evaluation of Alternatives, Purchase and Post Purchase).
      Apple computers recently announce the release of their newest addition in their iPhone series, the 4S. Apple iPhones are the most popular cell phones in today's market. In anticipation of Apple's release, Monster cable has prepare a group of accessories to go along with apple's product. This is Monster first step in influencing the Need Recognition in consumer decision. Monster sees a popular product in about to come out and immediately create a list of must have items for that product. Available in this list are several items including headphones (diddyBeats), component cables and portable docking stations with speakers. Most items match Apple signature white color theme, such as the pair of diddyBeats headphones in all white (normally black), mimicking the standard ear buds that come with iPods. Monster advertises this list on their website, which begins the second step, Information Search. 

      On their website, Monster regularly displays their products as well as user reviews of their products. Monster's website also displays alternatives to the costumers selected products from the companies lines, which begins the third step Evaluation of Alternatives. After having reviewed the different products specifications and reviews from other customers, consumers are ready to move on to step four, Purchase.
      The fifth step is pretty much up to the customer to decide on following. In the Post Purchase stage customers reflect on their purchased decision. Monster customer can comment on their experience be it satisfactory or not on Monster's fan page from the social network Facebook. Customers are also encouraged to leave a comment a review for their purchased product on Monster's website. The review consist of a star rating (ranging between 1-5 stars), pros and cons list and a brief comment. With all of these resources available on their site, Monster customers don't have to search around to other websites for information.

Chapter 5 - Developing a Global Vision

       Monster Cables global vision is to be the number one supplier of audio/video components in the world, and with the company distributing in over 70 countries they are well on the way to achieving their goal. Monster is able to get the "word out" about their up and coming product by participating in international conventions, such as this years IFA in Berlin, Germany. IFA is a huge venue with 1,441 exhibitors and over 230,000 visitors. It is a great opportunity to introduce international consumers to Monster Cable's Products by allowing them to see and experience their products first hand.

       At this years IFA, Monster announced its newest headphone line from Beats by Dr. Dre called Beats Mixr. Beats Mixr is a conjunction with Award winning DJ David Guetta designed specifically for DJ's. David Guetta is a DJ/Producer known across Europe. Creating a line with Guetta's endorsement is a great way to break in to the European market. The pairing of a monster product with a celebrity is nothing new to Monster Cable. They have use this formula with most of their headphone product from Beat by Dr. Dre. This Style of marketing development is what Monster is also using to break in to the Asian market.

       In 2010, Monster joined with former basketball player from the Houston Rockets, and Chinese national Yao Ming to create Yao Monster. Together their line of products, which include headphone, performance glasses, lifestyle bags and home theater cables, will ofter Chinese consumers their unique "fusion of technology and life," as noted in the companies press release.

Links:
Yao Monster press release
Yao Monster AD


       Unfortunately, in 2006 Monster had began outsourcing their production jobs to other nations in order to stay competitive with other companies. With the outsourcing of work, Monster laid off over 120 of their production work force. Most of the employees that were laid off are minorities(Chinese and Mexican) and over the age of 40. While this action may have help Monster Cable's bottom line, it has hurt their relationship with their community, which they proclaim to care so much for. Several protest would follow for years to follow. One could only wonder if this is the reason for Monster support of local charities.

Links:
CPA boycott of Monster Cable
Justice for Monster Cable Workers

Chapter 4 - The Marketing Environment

      Monster products appeals to all consumers of technology. Everyday more people are buying high definition products than ever before. Products like HDTVs, Mp3 players, blu Ray dvd players, computer gaming and home entrainment systems are staples in the average American home. With these devices you need component cable and accessories to ensure that these devices display there content in the highest quality as they were intended to. Being a manufacturer of high definition component products Monster Cable is able to capitalize in this market.

     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.

Ethics and Social Responsibility

    Ethics is defined as the moral principles or values that generally govern the conduct of an individual or group. With that said Monster Cable values are firmly placed in the well being of local communities. Monster Cable appears to be a very socially conscious company. As noted in their website they "pride their-self in the work it does to help those who are in less then fortunate circumstances". Evidence of this can be found in a section on Monster's website to the many charities they contributes to. Here is a list  some of the charities that Monster Cable sponsors:

• RED
• Saint Matthew Catholic School
• The Home Depot Foundation
• Seg 4 Vets
• Rebuilding Together Silicon Valley
• The Ireland Fund
• Better Life Foundation 
• Students in Free Enterprise
• Homeless Children's Network

      But of all of those charitable contribution the one that seems to have made the biggest impact in their local community of San Francisco was the creation of Monster Park. From 2004 to 2008 Monster Cable brought the right to Candlestick Park Stadium, renaming it Monster Park. Candlestick Park was the home to professional sports teams such as the San Francisco Giants (1960-1999), San Francisco 49ers(1971-Present) and Oakland Raiders(1961). It was also the location of Rock and Roll legends The Beatles finally concert in 1966. The San Francisco Recreation and Parks Department receive a significant financial contribution from Monster through the parks creation.

       Each year Monster hosts numerous family friendly community events such as Easter egg hunts, festivals  and concerts. Founder Noel Lee was awarded The Los Angles Unified Humanitarian Award proven that alll of the companies goodwill has not gone unnoticed. Althought some may argue that Monster Cable's products are overpriced, it is good to know that their corporate social responsibilities are deeply rooted in continually community development. 

Links:

Full list of Charities

Thank you letter from Supervisor of Parks and Recreation

Thank you letter from The Ireland Fund