Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.

2. • Sarah Ryan , VP Marketing of PDB
• Michael Booth , PDB’s CEO
• Peter Hooper , Founder of Crescent (2008)
• Matt Levor , Director of Market Research PDB

3.  To Become America’s GREATEST natural beverage
 All organic
 Energy enhancing
 Hydrating
 Sports drink

4. Product Positioning Option
•25% Premium
Organic
Drink
•$1-$2 per can
Sports
Drink
•$2.99 average
cost
Energy
Drink

5. • Finalize product positioning strategy
• Match up to the U.S Beverage industry
estimate
• Beat its competitors
• Large Scale advertising

7. Beverage Industry
Growing
Fierce Competition
Negative campaigns
against synthetic
energy drinks
Low sugar , low cal
and optimum caffeine
seizes the moment
Organic Industry
Emerging , Market
up by 40%

9. • Industry Specifics of product positioning strategy
• Potential benefits and drawbacks
• Final recommendation
• Product pricing
• Scale of Advertising

10. “ Soft launch” in 3 western states(California, Oregon &
Washington) against “Fast launch” of beverage by
other companies
They hold 15% national beverage
demand
$75,000 on
advertising
(2014)
If achieved ,
(Jan,2014)
National
Expansion by
2015
BIG
PLAN

12. 0%
10%
20%
30%
40%
50%
Series 1

13. 44%
36%
15%
5%
18-24
25-34
35-44
45+
Female
41%
Male
59%

14. S
•Unique ,Refreshing , organic and healthier than average beverage
•Organic certification and lesser caffeine
•Environment friendly
•Pricing :$2.75 per can/8oz which is lesser than average energy drink approx $ 2.99 per can
W
•Short term productivity restraints i.e. 12,000 cans per month / 2014
•Competitors had 85% market share
•Limited Variety
O
•Projected market energy drinks ( 2013)$8.5Billion
•Expectation - $9.58Billion(2017) & $13.5Billion (2018)
•Consciousness of a healthier lifestyle made people to switch to healthier alternatives
T
•Alleged risk stories with health drinks lead to bad word of mouth i.e. Health & Safety
Concerns
•Due to Childhood obesity, School guidelines removed high cal drinks and snacks

15. PointsofParity
• Kills fatigue
• Refreshing
• Enhances
Mental Focus
• Increases
Performance
• Hydrating
nature PointsofDifference
• All organic
• Low calorie
• Low Sugar
• Low price
• Healthier
Alternative

16. Product Pricing Strategy

17. ALTERNATIVES

18. Questions

19. Thank You
Efforts By – Chaitanya Vyas,
Amity Institute Of Biotechnology , Intern
under Professor Sameer Mathur, IIM-Lucknow
pursuing internship in “Marketing Management”

20. Credits
1. Harvard Business School Case Study :-
“Crescent Pure” , - John Quelch – Alisa Zalosh
2. Google images
3. Stockphoto.com
4. Colorlovers.com
5. Slideshare.net