Sarah Ryan was tasked with finalizing the market positioning for Crescent Pure, a non-alcoholic functional beverage company recently acquired by PDB. She considered positioning it as an energy drink or sports drink but had concerns about competition in those markets. Her analysis found that an organic refreshment positioning emphasized Crescent Pure's uniqueness as having 70% less sugar and the same caffeine as coffee while being hydrating. Consumer analysis supported this, finding satisfaction across ages and genders with those who endorsed it on social media.

1. CRESCENT PURE
Harvard Business School
Case Study

2. PDB
(Portland Drake Beverages)
- Manufacturer of Organic Juices and
Sparkling water acquired.
Crescent Pure
- Non- alcoholic functional
beverage company was
acquired.
In July, 2013…

3. Situation Sarah Ryan, Vice President of
Marketing at PDB was
assigned the task to finalize
Crescent’s POSITION in
the market.

4. Pros Cons
Energy Drink
Uniqueness in the
Market - less sugar,
more caffeine.
All natural energy
boosters.
$2.75 only for 8oz
can
85% competitors
thus not much
room.
Negative media
towards health risk
People questioned
on quality due to
low pricing of the
organic product.

5. Cons
Sports Drink
Cons
Considered anytime
beverage by 42%
sportspersons.
$6.3 billion market.
Hydrating + Mental
focus + energy boosters
$2.75 for 8oz !! – higher
than other competing
sports drinks.
$2.2 billion less market
to energy drinks.
Similar sports drinks in
market.
Pros

7. Because it’s Unique

8. And Organic

9. And Pure
70% less sugar than others.
80mg of caffeine per
serving = 1 cup of coffee.
Hydrating.

10. Maybe
Organic Refreshment
Positioning !!

11. There are still
problems !

13. Consumer Analysis
Energy Drinks Sports Drinks Organic DrinksAttributes

15. Positioned Crescent Pure
as an Organic energy
drink.
Market Growth of 40%
between 2010 - 2012
All ages and genders
Satisfied.
Social media followers
endorsers.

16. Manufacturers
18%
Distributors
25%
Retailers
40%

17. Summary
Situation:
Energy or Sports
Drink
Market
Research
Questioning:
Why Crescent Pure?
Hypothesis:
Organic Drink
Analyses:
Consumer Survey
Evaluation
Organic Energy Drink

18. This Harvard Business School Case Study on Crescent Pure was created by Prakriti Ailavadi
during a Marketing Internship under Professor Sameer Mathur, IIM Lucknow.
DISCLAIMER