Harvard Business School Case Study

1. CRESCENT PURE
Harvard Business School Case

2. COMPANIES INVOLVED
PDB CRESCENT PURE

3. WHAT IS CRESCENT PURE
Crescent Pure is an all-natural
beverage lightly infused with organic
juices, herbal stimulants and
electrolytes.

4. WHAT IS PORTLAND DRAKE BEVERAGES
PDB is a manufacturer of
organic juices and sparkling
water

5. SITUATION

6. Portland Drake Beverages acquired
Crescent to expand into the rapidly
growing functional beverage segment

7. OBJECTIVE

8. Choose a suitable Brand Positioning
for Crescent Pure by analysing the
available data

9. POSITIONING OPTIONS

10. 1. ENERGY DRINK

12. 2. SPORTS DRINK

14. 3. ORGANIC BEVERAGE

16. • Need and solution #1
• Need and solution #2
• Need and solution #3
• Need and solution #4
• Need and solution #5
Present Complex Concepts Quickly and
Clearly
Your logo here

17. Percentage of respondents who indicated a
word that described energy or sports
drinks

18. Demographics of Crescent online
consumers

19. Percentage of respondents who described
Crescent

20. RECOMMENDATION

21. Position Crescent
as an
Organic
Energy Drink

22. Target segment:
Young health conscious consumers
Consumers who consistently purchase all natural
products

26. ANALYSIS 1/2
Selling Price per can = $1.24
Variable Cost per can = $1.02
Margin per can = $1.24-$1.02 = $0.22
Margin per case = 24*0.22 = $5.28

27. ANALYSIS 2/2
Earning Target = $750,000
No. Of cases to be sold to break even = 750000/5.28
= 142046
Production capacity = 12000 cases per month
= 144000 cases per year
If all the cases are sold Profit will be = (144000 –142046)*5.28
= $10317.12

29. DISCLAIMER
Created by Alok Kumar, IIT Patna,
during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow.