Crescent Pure - Harvard Case Study Created by Shubhangi Gupta under the guidance of Sameer Mathur, Prof. IIM Lucknow

1. CRESCENT
PURE
(Harvard Case Study)

2. FOUNDED BY : Peter Hooper
FOUNDED IN : 2008

3. WHAT ARE THE
CHARACTERSTICS
OF THE DRINK ??

4. • Non Alcoholic Beverage
• Energy-enhancing
• Hydrating
• Organic

5. WHO IS THE
MANUFACTURER
??

6. Portland Drake Beverages
(PDB)
The company’s CEO : Michael Booth

7. WHAT MAKES IT
DIFFERENT ??

8. • Packaged in a sleek, tall silver 8-ounce can
• A clear-colored liquid.
• Taste includes a hint of fruit and was less sweet.
Contained one 80-calorie serving.
• Known to relieve fatigue and boost concentration and
endurance

9. INGREDIENTS
USED

10. • Energy stimulants included guarana, a plant whose
seeds contained roughly double the concentration of
caffeine found in coffee beans.
• All Crescent ingredients were “certified organic,”

11. MARKET
RESEARCH

12. ENERGY DRINK
SPORTS DRINK
The market research for Crescent was done by considering it as 2
kinds of drink.

13. Energy Drink Pros &
Cons
Pros
• Contains less Sugar,
Caffeine with
allorganic and herbal
ingredients.
• Price is$2.99 per can
Cons
• Health Risks
• Higher competition

14. Sports Drink Pros &
Cons
Pros
•Market Revenue
expected to grow to $9.58
billion in 2017
•Attracted wider
consumer
•Increasing demand for
diet and low sugar drinks
Cons
Childhood Obesity.

15. FACTORS
CONSIDERED
• Market Size
• Consumer Data
• Competition
• Opportunity
• Threats

16. CONSUMER STUDY
AGE RANGES PERCENTAGE
18-24 44
25-34 36
25-44 15
45-54 3
55+ 2
MALE 59
FEMALE 41
Demographics of CRESCENT online Consumers

17. How general public described CRESCENT
DESCRIPTOR PRERCENTAGE
Refreshing 35
Healthy 22
Affordable 29
Functional 47
Too sweet 9
Suitable for teens 8
Fun 19
Natural 38
Hydrating 29

18. FEEDBACK
Retailer Feedback Focus Group Feedback

19. How Should Crescent
Be Positioned?

20. • Younger, health-conscious consumers regularly consumed
energy or sports beverages were already prospects for
Crescent.
• Second market comprising health-conscious consumers who
consistently purchased organic and all-natural products.
• This segment avoided traditional energy/sports drinks because
of their ingredients.
• This third, “broad appeal” option would make the most sense
for Crescent.

21. SUMMARY
• Founded
• Characteristics
• Manufacturing
• Factors that make it different from others
• Ingredients Used
• Market Research
1. Factors Considered
2. Consumer Study
3. Feedback
• Case Study Question

22. DISCLAIMER
Created by Shubhangi Gupta, MSIT Delhi during
marketing internship under the guidance of
Sameer Mathur, Prof. IIM LUCKNOW.