This is an analysis of Harvard Bussiness School. Submitted during Marketing internship under Prof. Sameer Mathur, IIM Lucknow.

2. Crescent Pure
PDB (Portland Drake Beverages)
Companies Involved

3. Crescent Pure:
Profile
 CEO: Peter Hooper
 Manufacturer of Non- Alcoholic
Functional Beverage
 Founded in 2008 In Oregon

5. PDB:
Profile
 CEO: Michael Booth
 Manufacturer of organic juices and sparkling waters
 Acquired Crescent in July 2013

6. Players Involved
Michael Booth: CEO of Portland Drake Beverages (PDB)
Sarah Ryan: Vice president of marketing for Portland Drake
Beverages (PDB)
Matt Levor: Director of market research, Portland Drake
Beverages (PDB)
Peter Hooper: Founder of Crescent Pure

7. Situation:
 PDB acquired Crescent Pure
 Market Research to decide its positioning
done
 Decision about its market positioning need
to be taken

10. Energy Drink
i. Fast Growing Market (grown by 40% between
2010 to 2012)
ii. Estimated to be $13.5 billions in 2018
iii. Main consumers are middle aged men
iv. Top 4 players account for 85% of market share
v. Increasing demand for healthier beverages
vi. Consumers are becoming more health
conscious

11. Sports Drink
i. Market Grown by 9% between 2007 to 2012
ii. Estimated to be $9.58 billions in 2017
iii. Half of men and a third of women are main
consumers
iv. Top 2 players account for 94% of market
share
v. Increasing demand for low sugar sports
Drink
vi. Risks of government mandated guidlines

12. Organic Drink
i. Serves all age groups
ii. Price : $2.75/can
iii. Healthier, Natural Product

14. Consumer Analysis
Age Ranges
18-24 44%
25-34 36%
35-44 15%
45-54 3%
55+ 2%
Male 59%
Female 41%
College degree 62%
Household income (median) $42,500

15. Exhibit 1

16. Exhibit 2

17.  Consumers viewed Energy as
Crescent’s most descriptive character.
 Positioning as Organic Energy Drink would
preserve present perception
 Opportunity to branch into sports as
well as energy Field

20. Break Even Possible

21. This Presentation was
created by Sahil
Kumar, IIT Bombay,
as a part of
Marketing internship
by Prof. Sameer
Mathur, IIM Lucknow
Disclaimer