Harvard Business case analysis-Crescent Pure

2. What is Crescent Pure?
Crescent Pure is a non-alcoholic beverage developed by PDB(Portland
Drake Beverage) which emphasise on:
1.Energy-enhancing
2.Hydrating
3.Organic Ingredients

4. SITUATION
PDB’s production constraints
restrained to launch soft drinks
nationally. Hence PDB planned
to embark on a soft launch in
2014.
Portable Drake Beverage(PDB)
acquired Crescent with an aim
of expanding and maximizing
their revenue.
Sarah Ryan, VP Marketing-
PDB has to make a
decision on product
positioning strategy for
Crescent pure.

5. Which positioning strategy?
Energy Drink
Positioning
Sport Drink
Positioning

7. 1. Fright, Razor, Torque and
Stellar accounted for 85% of
category revenue
2.The remaining 15% was split
between around 30 regional and
national producers.

8. Great demand for energy
drinks with lower caffeine
and purer ingredients due
to demand of consumers
for healthier foods and
beverages.

9. Concerns about
health and
safety

11. In 2012 market for sports
drink was $6.3 billion in US
and expected to grow to
$9.58 by 2017

12. 1. Gleam 73%
2. Drip 21%
3. 6% leftovers split among
20 producers

13. 1.Obesity
2.Government
Regulations.

17. Demographics of Customers

18. RESULT
• The Crescent Pure should be positioned as an organic
healthy Sport Drink to target men of age 18-24.
• The product should be placed in the premium
category.

19. OVERVIEW

20. DISCLAIMER
This presentation has been prepared by Karthik Krishnakumar, NITK
Surathkal during an internship under the mentorship of Prof. Sameer
Mathur, IIM Lucknow.