Harvard Business Review Case Study

2. OVERVIEW
Crescent
Pure
Portland
Drake
Company
(PDC)
This acquisition
requires a new
market
positioning for
Crescent which
aligns it to brand
values of PDC.

3. THE COMPANIES
Crescent
Pure
Portland
Drake
Company
(PDC)
Manufacturers
of Organic
Juices and
Sparkling
Waters.
Value : Health
and
Affordability
Non Alcoholic
Functional
Beverage
company

4. The competitors of Crescent Pure were
planning to launch improved versions which
were trendier and healthier alternatives.
This created a problem for crescent pure to
create a market position strong enough to
stay afloat in the competition.
BIG PICTURE

5. CHOICE FOR MARKET
POSITIONING
ENERGY
DRINK
Due to crescent ‘s
organic certification
an minimal caffeine
content, they have an
competitive
advantage.
SPORTS
DRINK
42% of consumers
consider Sport drink
as an anytime
beverage and so
Health conscious
consumers can be
targeted.
HEALTHY
ORGANIC
BEVERAGE
Organic Drinks are an
emerging market
segment, hence, the
competition is less and
the demand is high
due to consumer trend
in favor of it.

6. CONSUMER ANALYSIS

8. SO WHY ORGANIC
BEVERAGE
 Can Capitalize on the growth of the organic food and beverage
industry.
 Can have a premium pricing strategy for the product in the
market.
 Can focus on quality as the market is readymade.
 Consumers are from all age groups, which will give a wider
reach.

9. MARKET TRENDS
Drinks with low
caffeine and
sugar Energy drinks
market up by
40%
Fierce
competition
among
competitors
Healthier
beverage
choices for
rising sales
Organic drinks
– emerging and
growing
constantly
Negative
publicity for
Energy and
sports drinks

10. RISKS ASSOCIATED
 It might exclude other major segments by focusing on only
Health conscious consumers.
 Broad approach can complicate efforts to develop and
execute marketing strategy on time.
 More distributors and manufacturers will have to be
incorporated with demand so extra budget will have to be
set aside for the same.

11. THE VERDICT
Crescent pure should be positioned
as a Healthy Organic Beverage.
 The market trends show a
steep rise in consumer choices
of healthier drinks which are
organic.
 Since diet sport drinks are also
constantly growing, there will
always be a prospect for
expansion.
 First one to launch it will give it
an competitive advantage over
it’s competitors as the first one
is the best one.
Organic
Energy
Healthy
Energy
Drink

12. RECOMMENDATION
 Consumer perception about Crescent
aligns with the decision of positioning
it as an Healthy energy Drink.
 The Drink can be positioned at a much
lower price than other energy drinks.
 These factors account for a strategy
for better Market penetration which
can turn the brand into a whopping
Success.

13. DISCLAIMER
This presentation was created by Akanksha Malviya as a
part of a assignment given by Prof. Sameer Mathur of IIM
Lucknow.