Crescent pure's brand positioning

2. • Peter Hooper founded crescent in 2008
• As an Organic Beverage
• Served as Energy cum Sports drink
• Sold 1000 cases per month @ $3.75 per can

3. • Herbal stimulants- Guarana seeds and Ginseng.
• Crescent sugar quotient- Sugar cane.
• Contained 70% less sugar than other energy drinks.
• Caffeine content 80mg from herbal stimulants.

5. Michael Booth PDB’S CEO
assigned Sarah Ryan with a task
with a dead line of 6 Weeks

6. What are

7. • PDB allotted $750000 on advertising for crescent pure in 2014

8. What Booth Wanted To Hear
From Ryan?
• Industry specifics related to each of two positioning options.
• The potential benefits and drawbacks of each option.
• Her final recommendation.

10. Opportunities

11. AS ENERGY
DRINK

12. • Price Range
Average Price - $2.99 per can
Crescent pure - $2.75 per can
• Crescent’s organic certification.
• Less caffeine content and less sugar
• Projected market $8.5 billion in 2013

13. • Heavy competition from Fright,Razor,Torque,Stellar. They constitute 85% of
market.
• Now a days highlighted as Health threats.

14. AS SPORTS DRINK

15. • New diet and low-sugar sports
drinks were growth areas for the
industry.
• Diet and low-sugar sports
beverages, which did not exist
before 2009, had grown by 33%
between 2010 and 2012, taking
market share from traditional
sports drinks.
• The market size for diet and low-
sugar sports drinks was expected
to increase from $1.4 billion in
2012 to $2.97 billion in 2017.

16. • 1. Market increased only by 9%.
• 2. Heavy competition from Gleam and Drip
• which has 94% of market combined.
• 3. Government removed them from school
• canteens as they are cause for obesity.
• 4. Pricing :
• Average cost- $1 to $2.
• Crescent’s cost-$2.75

19. STATS

20. AS
SURVEYED

27. • With increasing health consciousness many customers are waiting for
an organic drink which energizes and provides hydration.
• Crescent Pure’s organic constituents helps them to position it as
Organic drink.
• No heavy competition from bigger firms.
• Premium pricing can be done which yields high revenue.
• Attracts health conscious customers.

29. • Needs heavy advertising as it is restricted to $750000.
• As it has large consumer base , it needs high number of channels to
reach out for customers