Presentation made during marketing internship under Prof Sameer Mathur, IIM Lucknow

1. CRESCENT PURE
(HBR CASE STUDY)

2. •Founded by, PETER HOOPER in
2008
•Provided healthier alternative to
beverages.
•Hooper’s vision was to create a
drink that revitalize body and

3. • PDB acquired Crescent in July 2013
•Michael Booth, CEO of PDB noticed
Crescent Pure Drinks helped function
productively after consumption.
•PDB thought owing Crescent pure would
leverage its market and help the company
grow.

4. •Positioning of the Product.
•Pricing of the Product.
•Marketing Strategy.

5. •Sarah Ryan, Vice President of marketing for PDB nee
to devise a positioning for the newly acquired product.
•Six weeks to finalize the marketing strategy.
•Position options for crescent pure:
as a “energy drink” or as a “sports drink”.

6. •Breakeven Analysis
•Market Research
•Customer Analysis

7. In order to breakeven
net revenue must
Be greater than $750K.
PDB needs to increase
the production
Capacity and
simultaneously set its
price.

8. As Energy Drink:
As Sports Drink:

10. •42% of sports beverage drinkers considered it
as a “anytime” beverage.
•Crescent low sugar content and natural ingred
appealed to heath conscious society.
•Sports Beverage industry is projected to reach
$9.58billion by 2017.
•Affordable pricing is a major criteria.

11. •Combat fatigue , Revitalize and reenergize body.
•Healthier than other leading brands.
•Projected market for energy drinks will expand to
$13.5billion by 2018.
•Reinforce existing perceptions from Oregon
•Threats posed by competitors and media
highlighting
health issues caused by consumption of energy

13. Demographic
Distribution of
Crescent Pure ’s
Consumers:

14. •Crescent Moon Attributes analysis considering consumer’s
feedbacks:

17. Considering the market analysis and
customer’s feedback, Sarah Ryan
and team must consider to market
Crescent Pure as a Sports Drink.

18. THANK
YOU.

19. DISCLAIMER
This presentation was made by
Shikhar Mishra, NIT Raipur,
During marketing internship
under Prof. Sameer Mathur,
IIM Lucknow