5. Target by Portland Drake Beverages(PDB) for
Crescent
• 12000
cases/month
• $ 2.75
per can
• Advertising
$750,000
6. Questions
• Industry specifics related to each of the two
positioning options
• the potential benefits and drawbacks of each
option
• Ryan final recommendation
7. Industry specifics related to each of the two
positioning options
U.S. BEVERAGE INDUSTRY - NON ALCHOLIC
PRICEINBILLION
$0.00
$42.50
$85.00
$127.50
$170.00
YEAR
2013 2018
$131
$164
8. Market Research
Energy Drink Sport Drink
Can price $2.99 - 8oz $1 - 12oz
Population 34% 42%
Market 2013- 8.5 billion 2012- 6.3 billion
Gender male 18-24
1/2 of male and 1/3
of women
9. Benefits
Energy Drink Sport Drink
In Demand
Expected $1.4 billion - 2014 to
$2.97 - 2017 billon
Large per unit cost with lesser
customer group
Lesser per unit cost with larger
customer group
10. Drawbacks
Energy Drink Sport Drink
Health risks Childhood Obesity
Consumption reducing
Decrease in market - removal
from vending machines