2. Crescent Pure - A background
• Founded by Peter Cooper in 2008
• A non-alcoholic, energy enhancing, hydrating
drink with all organic ingredients : Crescent Pure
• Michael Booth, CEO of Portland Drake Beverages
(PDB), acquired it in July 2013
• PDB is a manufacturer of Organic Juices and
Sparkling Water, set to expand further into the
Organic drinks segment with Crescent Pure.
3. Why Crescent Pure
• Low calorie beverage – contains about half the
energy to those of other beverages with same
servings
• 70% less sugar than other energy and sports
drinks
• Caffeine as much as a cup of coffee
• All organic and natural stimulants as energy
boosters at a reasonably lower cost
4. • Product positioning
of Crescent Pure?!
• $750,000 the advertising
budget for the launch
• To “soft launch” the product
in 2014 due to production
capacity constraints
• To be launched nationally by 2015
• Industry specifics related to
each positioning options?
• Potential pros and cons of each option?
7. Energy Drinks
• Projected market $8.5 billion,
growing at 40%, to reach $13.5 billion
by 2018
• Average price for 8 ounce can in this
segment is $2.99 while Crescent Pure
is priced at only $2.75
• Product’s value – energy enhancing,
hydrating drink made by all-organic
ingredients
• Consumers find Crescent Pure
synonymous with Energy
• Top 4 brands in this segment
occupied 85% of the market share
• Negative media attention leading to
falling consumption levels
• Only 32% of the surveyed people
had an energy drink in the last 6
months due to growing health
concerns
• Less energy content that other
counterparts in the same serving
8. Sports Drinks
• Market revenue $6.3 billion expected to
grow to $9.58 billion by 2017.
• Attracts a wider consumer base than
energy drinks
• Increasing demand for diet and low
sugar sports drinks. Market grew by 33%
in 2yrs
• Market size for diet sports drinks
expected to increase from $1.4 to $2.97
billion in 2017
• More regular usage as an “anytime
beverage” relative to energy drinks
• Top 2 players occupied 94% market
share.
• Slowing market – increased only by 9%
between 2007 and 2012
• Average cost being only $1 to $2 for 12
& 14 ounce containers respectively
while Crescent Pure costs $2.75 for 8
ounces.
• Negative marketing in the form of Child
Obesity.
15. Organic Drinks
• Growing market for products with
natural and organic ingredients
• Target a wider consumer base
• Command a premium pricing (25%
more than conventional beverages)
• Focus is one quality ingredients.
Hence target consumers who are
willing to pay more for quality
• Sole focus on health and quality -
lose out on other important
customer segments
• Appeal to wide range of
customers not feasible on
$750,000 budget
• More distributors and retailers to
be evaluated – time won’t permit
17. Advantages of such a positioning
• Average pricing of energy drinks are
$2.99 per 8 ounce can. Crescent, at
$2.75 is a cheaper and lucrative option
• Energy drink market is booming, growing
at 40% and customers are already
looking for healthier alternatives
• Interest in Crescent’s natural ingredients
reflected focus on health and wellbeing,
thus transcended age groups and
demographic profile.
• Can make inroads into the organic drink
market by brand extension