Arden's Garden Presentation
•
0 likes•712 views
This document summarizes research conducted to evaluate the marketability of Arden's Garden juice products in Boston. Surveys of 40 respondents found that Boston consumers see the local juice selection as limited and many would try new flavors. While most had not heard of Arden's Garden, evaluation of the brand was positive. The research recommends Arden's Garden enter the Boston market by targeting young female professionals and positioning as a non-mass produced juice. Suggested tactics include a buy-one-get-one promotion and a store location on Newbury Street at a price of $3.99 per bottle.
Report
Share
Report
Share
Download to read offline
Recommended
Crescent
PDB acquired Crescent Pure, an organic beverage company founded in 2008. Crescent contains herbal stimulants and low sugar. Michael Booth, CEO of PDB, asked Sarah Ryan to finalize a positioning strategy for Crescent to maximize revenue. The options are to position it as an energy drink, sports drink, or organic beverage. As an energy drink it could be a healthier alternative but has negatives from media attention. As a sports drink it could attract a wider audience but Crescent's price is higher. Positioning it as an organic beverage targets young, health conscious consumers but the market is growing and opportunities exist in lower caffeine and purer products.
Marketing Plan
This document discusses organic farming and marketing strategies for organic fruits and vegetables in Bangladesh. It provides details on organic agriculture practices, current market situation and competitors. It also includes a SWOT analysis, objectives to provide pure organic foods to people, and marketing, distribution, pricing and budget strategies. Controls will be put in place to monitor quality and customer satisfaction.
Crescent Pure- Harvard business case study
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Crescent pure
1) The document analyzes potential positioning strategies for Crescent Pure, an organic beverage bought by PDB, as an energy drink, sports drink, or healthy organic drink.
2) Market research was conducted including consumer surveys and data analysis to understand perceptions of Crescent's functionality.
3) Based on the analysis, positioning Crescent as a broad functional organic beverage that highlights its natural and affordable qualities is recommended, allowing it to compete in growing healthy and organic beverage markets while leveraging its existing attributes evaluated positively by consumers.
Crescent Pure Case Study-Rashish Singh
Michael Booth, CEO of Portland Drake Beverages, tasked Sarah Ryan with recommending a positioning strategy for Crescent Pure. There were three options: energy drink, sports drink, or healthy organic beverage. Matt Levor conducted market research that showed consumers associated Crescent Pure most with words like "healthy" and "organic". His research of Crescent consumers also showed most were ages 18-34. The case analysis determined healthy organic drink was the best positioning option because it aligned with consumer perceptions of Crescent Pure and could attract customers from the energy drink and sports drink categories who want a healthier option. Break even analysis confirmed the company could stay within its advertising budget by selling Crescent Pure at $2.75 if positioned as
Case Analysis on Crescent Pure
This presentation analyses the main managerial problem in the case and tries to find a solution for the same.
Harward business school case study
The document summarizes a case study about Crescent Pure, an organic juice company that was acquired by PDB. It provides background on Crescent Pure's founding, products, and revenues. It then discusses PDB's options to position Crescent Pure in the functional beverage market, analyzing the energy drink, sports drink, and organic drink industries. It outlines strategies considered to promote Crescent Pure as a healthier energy drink and evaluates the financial feasibility and key metrics for success.
Consumer Involvement - Workshop 1 PPT Presentation
The document analyzes data from a study of 25 participants in Colombia on their involvement with rice and cars. It finds that cars are a higher involvement product than rice. Participants spent 1 week to 3 months choosing a car but less than 5 seconds to 5 minutes on rice. They searched more information sources and characteristics for cars. Rice involvement was affective while car involvement was more cognitive. No differences in involvement were found between gender or age groups.
Recommended
Crescent
PDB acquired Crescent Pure, an organic beverage company founded in 2008. Crescent contains herbal stimulants and low sugar. Michael Booth, CEO of PDB, asked Sarah Ryan to finalize a positioning strategy for Crescent to maximize revenue. The options are to position it as an energy drink, sports drink, or organic beverage. As an energy drink it could be a healthier alternative but has negatives from media attention. As a sports drink it could attract a wider audience but Crescent's price is higher. Positioning it as an organic beverage targets young, health conscious consumers but the market is growing and opportunities exist in lower caffeine and purer products.
Marketing Plan
This document discusses organic farming and marketing strategies for organic fruits and vegetables in Bangladesh. It provides details on organic agriculture practices, current market situation and competitors. It also includes a SWOT analysis, objectives to provide pure organic foods to people, and marketing, distribution, pricing and budget strategies. Controls will be put in place to monitor quality and customer satisfaction.
Crescent Pure- Harvard business case study
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Crescent pure
1) The document analyzes potential positioning strategies for Crescent Pure, an organic beverage bought by PDB, as an energy drink, sports drink, or healthy organic drink.
2) Market research was conducted including consumer surveys and data analysis to understand perceptions of Crescent's functionality.
3) Based on the analysis, positioning Crescent as a broad functional organic beverage that highlights its natural and affordable qualities is recommended, allowing it to compete in growing healthy and organic beverage markets while leveraging its existing attributes evaluated positively by consumers.
Crescent Pure Case Study-Rashish Singh
Michael Booth, CEO of Portland Drake Beverages, tasked Sarah Ryan with recommending a positioning strategy for Crescent Pure. There were three options: energy drink, sports drink, or healthy organic beverage. Matt Levor conducted market research that showed consumers associated Crescent Pure most with words like "healthy" and "organic". His research of Crescent consumers also showed most were ages 18-34. The case analysis determined healthy organic drink was the best positioning option because it aligned with consumer perceptions of Crescent Pure and could attract customers from the energy drink and sports drink categories who want a healthier option. Break even analysis confirmed the company could stay within its advertising budget by selling Crescent Pure at $2.75 if positioned as
Case Analysis on Crescent Pure
This presentation analyses the main managerial problem in the case and tries to find a solution for the same.
Harward business school case study
The document summarizes a case study about Crescent Pure, an organic juice company that was acquired by PDB. It provides background on Crescent Pure's founding, products, and revenues. It then discusses PDB's options to position Crescent Pure in the functional beverage market, analyzing the energy drink, sports drink, and organic drink industries. It outlines strategies considered to promote Crescent Pure as a healthier energy drink and evaluates the financial feasibility and key metrics for success.
Consumer Involvement - Workshop 1 PPT Presentation
The document analyzes data from a study of 25 participants in Colombia on their involvement with rice and cars. It finds that cars are a higher involvement product than rice. Participants spent 1 week to 3 months choosing a car but less than 5 seconds to 5 minutes on rice. They searched more information sources and characteristics for cars. Rice involvement was affective while car involvement was more cognitive. No differences in involvement were found between gender or age groups.
Crescent Pure Case Study
Crescent Pure is an organic beverage created in 2008 by Peter Hooper and later acquired by Portland Drake Beverages in 2013. It provides energy but contains less sugar than typical energy drinks. Retailers found high demand and sold out frequently. Market research identified three positioning options: energy drink, sports drink, or organic drink. As an organic energy drink priced at $2.75 per can, Crescent Pure has the potential to appeal to consumers across demographics while having lower sugar and being healthier than typical energy drinks. The VP of Marketing at PDB, Sarah Ryan, recommends positioning Crescent Pure as an organic energy drink to capitalize on the growing organic and energy drink markets at an affordable price point.
Post Purchase Consumer Behaviour
1) After making a purchase, consumers may experience post-purchase dissonance or doubts about their decision. They will seek information to justify their choice and reduce these doubts.
2) Most purchases are followed by product use. How the product is used and disposed of is evaluated by the consumer. Satisfaction depends on whether expectations are met or exceeded by the product's performance.
3) Post-purchase actions include repeat purchases, brand switching, or discontinuing use, depending on the consumer's level of satisfaction. Marketers should monitor post-purchase behavior and satisfaction to improve products, marketing, and customer retention.
Consumer behavior
The document discusses the consumer behavior model and buyer's decision process. It outlines the factors that influence consumer behavior, including environmental stimuli and buyer characteristics. It then describes the stages of the buyer's decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses concepts like involvement, consideration sets, and how preferences are formed based on attributes, importance weights, and beliefs.
Crescent Pure - Case Review
Michael Booth, CEO of Portland Drake Beverages, has tasked Vice President of Marketing Sarah Ryan with evaluating positioning opportunities for Crescent, a drink company they acquired. Ryan is to recommend a strategy to the executive team. Market research director Matt Levor conducted research on positioning Crescent as an energy drink, sports drink, or organic beverage. His findings showed demand for a healthier alternative is growing and Crescent's customer base is not restricted to those seeking energy. He recommends the organic beverage positioning due to the emerging market and lack of competition.
Crescent Pure
PDB acquired Crescent Pure, an organic beverage company, in 2013. As VP of Marketing, Sarah Ryan must recommend a positioning strategy for Crescent Pure's entry into three new states. The options are energy drinks, sports drinks, or organic drinks. Energy drinks have strong growth but health concerns. Sports drinks have less growth and face government guidelines. Consumer data finds Crescent Pure is seen as refreshing, healthy, and natural. Ryan will recommend the optimal positioning strategy within 6 weeks.
Crescent Pure
The document analyzes options for positioning a new acquisition called Crescent Pure, considering it as an energy drink, sports drink, or organic drink. It provides details on the characteristics, target demographics, and market for each type. Surveys of Crescent Pure customers found preferences for functionality, refreshness, and natural qualities. Analysis recommends positioning it as an organic energy drink to combine benefits, pricing it lower than the original, and setting a production level of 2,324 cases per month to cover fixed costs and make a profit. Energy drinks are ruled out due to their higher caffeine levels and sports drinks due to lower typical pricing.
Crescent pure
Michael Booth, CEO of Portland Drake Beverages, acquired Crescent Pure in 2013. He is considering strategies to maximize Crescent's revenue. Market research shows increasing demand for healthier drinks. While energy drinks have high growth, concerns exist about health impacts. Sports drinks have a large market but also health concerns. The document analyzes positioning Crescent as an energy drink, sports drink, or healthy organic beverage. It provides pros and cons of each option, consumer perceptions of different drinks, Crescent consumer demographics, and a recommendation to position Crescent as a healthy organic drink due to growing demand and avoiding health concerns of other options.
Crescent pure case study
Portland Drake Beverages (PDP) acquired Crescent Pure in 2014. PDP must decide how to position Crescent Pure and is considering positioning it as an energy drink, sports drink, or organic drink. Positioning it as an organic drink allows Crescent Pure to dominate an upcoming market and appeal to health-conscious customers willing to pay premium prices, though it risks losing other customer segments. After analyzing customer demographics, perceptions of each option, and projected profits, PDP ultimately recommends positioning Crescent Pure as an organic energy drink to leverage the brand's reputation for natural ingredients while tapping into the large and lucrative energy drink market.
Crescent pure
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
Crescent pure : Positioning Strategy
This presentation shows how Crescent Pure sorted out it's positioning strategy for it's new product which could fall under many market position.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
Avena Botanical
Avena Botanicals currently targets baby boomer women and medical practitioners with products like oils, creams, and teas. They want to shift their target audience to those interested in preventative and personalized care as well as complementary and alternative health. Their value proposition will focus on quality, hand-made products traced from seed to self using biodynamic and organic practices. Their marketing plan involves improving their website, social media presence, and outbound marketing over three phases with a total cost of $275,000 and expected 20% return on investment by year three.
PP_sample1
The document summarizes research testing consumer responses to two different packaging designs - green and yellow - for a plant food product. Participants preferred the yellow design packaging overall. Specifically, more participants found the yellow design very or somewhat appealing compared to the green design. Additionally, more saw the yellow design as distinctive, and the yellow color led to perceptions of higher quality and better value. As a result, a higher percentage of participants shown the yellow packaging expressed interest in purchasing the product. The recommendations are to switch to the yellow design packaging to increase shelf presence, perceived quality, and purchase interest.
Crescent Pure Harvard Business case study
Crescent Pure Harvard Business case study, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent pure ppt.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
Crescent Pure Case Study- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
CONSUMER BUYING BEHAVIOR
MARKETING MANAGEMENT, CONSUMER BUYING BEHAVIOR, CONSUMER BEHAVIOUR, COMPLEX BUYING BEHAVIOR, DISSONANCE-REDUCING BUYING BEHAVIOR, HABITUAL BUYING BEHAVIOR, VARIETY-SEEKING BUYING BEHAVIOR, STEPS IN CONSUMER BUYING DECISION PROCESS, CONSUMER DECISION PROCESS FOR NEW PRODUCTS, CONSUMER BUYING-BEHAVIOUR (EXAMPLE - EDUCATIONAL INSTITUTE), BUSINESS ADMINISTRATION, MANAGEMENT SCIENCE, EDUCATION AND LEARNING,
Types of Buying Decision Behavior
There are several types of buying-decision behavior:
1. Complex buying behavior occurs when purchases are expensive, risky, infrequent, and important, requiring consumers to learn about attributes. Examples include laptops and mobile phones.
2. Dissonance reducing behavior happens when involvement is high due to price and infrequency, but differences between brands are small, so consumers choose easily available options and may experience post-purchase dissonance.
3. Variety seeking behavior has low involvement but significant brand differences, so consumers perceive brand switching for variety, like choosing different chip brands each time.
4. Habitual behavior has low involvement and insignificant brand differences, so consumers purchase habitually without consideration, like matches or
Consumer Involvement
High involvement purchases require more research and decision effort due to higher costs and perceived risk. Examples include luxury cars and jewelry. Low involvement purchases have little risk and decision effort, like toothpaste or snacks. Involvement level affects whether rational or emotional factors influence decisions. The Elaboration Likelihood Model also describes how involvement impacts attitude formation - high involvement uses the central route of thorough consideration, while low involvement relies more on peripheral cues like endorsements.
Crescent Pure: Harvard Business School Case Study Analysis
- Sarah Ryan must finalize the product positioning strategy for Crescent Pure, an organic functional beverage acquired by Portland Drake Beverages. It could be positioned as an energy drink, sports drink, or organic drink.
- Positioning as an energy drink would target the dominant 18-24 age group and the growing market, allowing Crescent to be priced competitively. Though the energy drink market has big players, it is growing significantly.
- Positioning as a sports drink would target the 12-24 age group but the market is dominated by two big players, and Crescent would have to prove its premium price is justified. The organic drink market has no major competitors but requires a higher budget.
- Consumer data
Crescent pure case study analysis
Crescent pure case study analysis done as a part of the IIM Lucknow marketing curriculum under Prof. Sameer Mathur .
Crescent pure Case Study
An analysis of the Harvard Case Study- Crescent Pure. This case study was prepared during a marketing Internship under the guidance of Professor Sameer Mathur, IIM Lucknow
More Related Content
What's hot
Crescent Pure Case Study
Crescent Pure is an organic beverage created in 2008 by Peter Hooper and later acquired by Portland Drake Beverages in 2013. It provides energy but contains less sugar than typical energy drinks. Retailers found high demand and sold out frequently. Market research identified three positioning options: energy drink, sports drink, or organic drink. As an organic energy drink priced at $2.75 per can, Crescent Pure has the potential to appeal to consumers across demographics while having lower sugar and being healthier than typical energy drinks. The VP of Marketing at PDB, Sarah Ryan, recommends positioning Crescent Pure as an organic energy drink to capitalize on the growing organic and energy drink markets at an affordable price point.
Post Purchase Consumer Behaviour
1) After making a purchase, consumers may experience post-purchase dissonance or doubts about their decision. They will seek information to justify their choice and reduce these doubts.
2) Most purchases are followed by product use. How the product is used and disposed of is evaluated by the consumer. Satisfaction depends on whether expectations are met or exceeded by the product's performance.
3) Post-purchase actions include repeat purchases, brand switching, or discontinuing use, depending on the consumer's level of satisfaction. Marketers should monitor post-purchase behavior and satisfaction to improve products, marketing, and customer retention.
Consumer behavior
The document discusses the consumer behavior model and buyer's decision process. It outlines the factors that influence consumer behavior, including environmental stimuli and buyer characteristics. It then describes the stages of the buyer's decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also discusses concepts like involvement, consideration sets, and how preferences are formed based on attributes, importance weights, and beliefs.
Crescent Pure - Case Review
Michael Booth, CEO of Portland Drake Beverages, has tasked Vice President of Marketing Sarah Ryan with evaluating positioning opportunities for Crescent, a drink company they acquired. Ryan is to recommend a strategy to the executive team. Market research director Matt Levor conducted research on positioning Crescent as an energy drink, sports drink, or organic beverage. His findings showed demand for a healthier alternative is growing and Crescent's customer base is not restricted to those seeking energy. He recommends the organic beverage positioning due to the emerging market and lack of competition.
Crescent Pure
PDB acquired Crescent Pure, an organic beverage company, in 2013. As VP of Marketing, Sarah Ryan must recommend a positioning strategy for Crescent Pure's entry into three new states. The options are energy drinks, sports drinks, or organic drinks. Energy drinks have strong growth but health concerns. Sports drinks have less growth and face government guidelines. Consumer data finds Crescent Pure is seen as refreshing, healthy, and natural. Ryan will recommend the optimal positioning strategy within 6 weeks.
Crescent Pure
The document analyzes options for positioning a new acquisition called Crescent Pure, considering it as an energy drink, sports drink, or organic drink. It provides details on the characteristics, target demographics, and market for each type. Surveys of Crescent Pure customers found preferences for functionality, refreshness, and natural qualities. Analysis recommends positioning it as an organic energy drink to combine benefits, pricing it lower than the original, and setting a production level of 2,324 cases per month to cover fixed costs and make a profit. Energy drinks are ruled out due to their higher caffeine levels and sports drinks due to lower typical pricing.
Crescent pure
Michael Booth, CEO of Portland Drake Beverages, acquired Crescent Pure in 2013. He is considering strategies to maximize Crescent's revenue. Market research shows increasing demand for healthier drinks. While energy drinks have high growth, concerns exist about health impacts. Sports drinks have a large market but also health concerns. The document analyzes positioning Crescent as an energy drink, sports drink, or healthy organic beverage. It provides pros and cons of each option, consumer perceptions of different drinks, Crescent consumer demographics, and a recommendation to position Crescent as a healthy organic drink due to growing demand and avoiding health concerns of other options.
Crescent pure case study
Portland Drake Beverages (PDP) acquired Crescent Pure in 2014. PDP must decide how to position Crescent Pure and is considering positioning it as an energy drink, sports drink, or organic drink. Positioning it as an organic drink allows Crescent Pure to dominate an upcoming market and appeal to health-conscious customers willing to pay premium prices, though it risks losing other customer segments. After analyzing customer demographics, perceptions of each option, and projected profits, PDP ultimately recommends positioning Crescent Pure as an organic energy drink to leverage the brand's reputation for natural ingredients while tapping into the large and lucrative energy drink market.
Crescent pure
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
Crescent pure : Positioning Strategy
This presentation shows how Crescent Pure sorted out it's positioning strategy for it's new product which could fall under many market position.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
Avena Botanical
Avena Botanicals currently targets baby boomer women and medical practitioners with products like oils, creams, and teas. They want to shift their target audience to those interested in preventative and personalized care as well as complementary and alternative health. Their value proposition will focus on quality, hand-made products traced from seed to self using biodynamic and organic practices. Their marketing plan involves improving their website, social media presence, and outbound marketing over three phases with a total cost of $275,000 and expected 20% return on investment by year three.
PP_sample1
The document summarizes research testing consumer responses to two different packaging designs - green and yellow - for a plant food product. Participants preferred the yellow design packaging overall. Specifically, more participants found the yellow design very or somewhat appealing compared to the green design. Additionally, more saw the yellow design as distinctive, and the yellow color led to perceptions of higher quality and better value. As a result, a higher percentage of participants shown the yellow packaging expressed interest in purchasing the product. The recommendations are to switch to the yellow design packaging to increase shelf presence, perceived quality, and purchase interest.
Crescent Pure Harvard Business case study
Crescent Pure Harvard Business case study, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent pure ppt.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
Crescent Pure Case Study- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
CONSUMER BUYING BEHAVIOR
MARKETING MANAGEMENT, CONSUMER BUYING BEHAVIOR, CONSUMER BEHAVIOUR, COMPLEX BUYING BEHAVIOR, DISSONANCE-REDUCING BUYING BEHAVIOR, HABITUAL BUYING BEHAVIOR, VARIETY-SEEKING BUYING BEHAVIOR, STEPS IN CONSUMER BUYING DECISION PROCESS, CONSUMER DECISION PROCESS FOR NEW PRODUCTS, CONSUMER BUYING-BEHAVIOUR (EXAMPLE - EDUCATIONAL INSTITUTE), BUSINESS ADMINISTRATION, MANAGEMENT SCIENCE, EDUCATION AND LEARNING,
Types of Buying Decision Behavior
There are several types of buying-decision behavior:
1. Complex buying behavior occurs when purchases are expensive, risky, infrequent, and important, requiring consumers to learn about attributes. Examples include laptops and mobile phones.
2. Dissonance reducing behavior happens when involvement is high due to price and infrequency, but differences between brands are small, so consumers choose easily available options and may experience post-purchase dissonance.
3. Variety seeking behavior has low involvement but significant brand differences, so consumers perceive brand switching for variety, like choosing different chip brands each time.
4. Habitual behavior has low involvement and insignificant brand differences, so consumers purchase habitually without consideration, like matches or
Consumer Involvement
High involvement purchases require more research and decision effort due to higher costs and perceived risk. Examples include luxury cars and jewelry. Low involvement purchases have little risk and decision effort, like toothpaste or snacks. Involvement level affects whether rational or emotional factors influence decisions. The Elaboration Likelihood Model also describes how involvement impacts attitude formation - high involvement uses the central route of thorough consideration, while low involvement relies more on peripheral cues like endorsements.
Crescent Pure: Harvard Business School Case Study Analysis
- Sarah Ryan must finalize the product positioning strategy for Crescent Pure, an organic functional beverage acquired by Portland Drake Beverages. It could be positioned as an energy drink, sports drink, or organic drink.
- Positioning as an energy drink would target the dominant 18-24 age group and the growing market, allowing Crescent to be priced competitively. Though the energy drink market has big players, it is growing significantly.
- Positioning as a sports drink would target the 12-24 age group but the market is dominated by two big players, and Crescent would have to prove its premium price is justified. The organic drink market has no major competitors but requires a higher budget.
- Consumer data
What's hot (20)
Crescent Pure: Harvard Business School Case Study Analysis
Crescent Pure: Harvard Business School Case Study Analysis
Similar to Arden's Garden Presentation
Crescent pure case study analysis
Crescent pure case study analysis done as a part of the IIM Lucknow marketing curriculum under Prof. Sameer Mathur .
Crescent pure Case Study
An analysis of the Harvard Case Study- Crescent Pure. This case study was prepared during a marketing Internship under the guidance of Professor Sameer Mathur, IIM Lucknow
Ecommerce - Final presentation Final -2
Whole Foods is a leading organic and natural foods supermarket chain. The presentation proposes developing an e-commerce platform to complement Whole Foods' brick-and-mortar stores. The strategy includes launching an online community, implementing competitive pricing and delivery options, and developing a loyalty program. Key metrics such as reach, clicks, conversions, and customer retention will measure the success of online campaigns and the platform in acquiring new customers and increasing Whole Foods' market share in the premium online grocery market. Recommendations include creating a mobile app, refining the loyalty program, and providing shopping analytics to enhance the customer experience.
Consumer Behavior Group Project - Vitamin Water
Our goal was to find out if a more healthy line of VitaminWater would be demanded.
During project we researched and presented about the product description, target audience, positioning strategy, market research plan, and market research analysis.
KRRUSH mango juice Branding
The document discusses a marketing plan for a juice brand called Bombay Sweets. It analyzes the beverage industry and juice market in Bangladesh. The key issues identified are that juice is not considered a favorite product due to various factors. The strategic objectives are to gain 15% market share in 2 years and make juice a favorite by addressing the key issues. Four target groups are identified - Gen Z, young adults, rural residents, and influencers. The marketing mix proposed includes innovative packaging, natural flavors, point of sale placements, and an integrated promotion strategy. A new brand called "Jucy" is created with a logo, tagline, and flavor name.
MarketSegmentation
Blueprint Juice conducted market segmentation to identify new customer segments and increase revenue. They surveyed 60 cold pressed juice drinkers and used Ward's clustering method to identify 3 segments. Segment 1, "Healthy Eaters", drinks juice as meal replacement and has highest income. Segment 2, "Real Juicers", drinks for nutrition and taste. Segment 3, "Taste Lovers", primarily drinks for flavor. The analysis provides strategies to target each segment, such as radio ads for Healthy Eaters and gym promotions for Real Juicers. The first two segments have growth potential while the third is less marketable. Blueprint can use these insights to boost brand awareness by 30% and revenue by 15%.
Crescent pure
CRESCENT PURE - Harvard Case Study Analysis, by Guhapriya Sridhar, during an internship with Prof. Sameer Mathur, IIM-Lucknow.
Crescent pure: Harvard Case Study
Crescent Pure is a new beverage developed by PDB and they must choose a brand positioning. The options are an energy drink, sports drink, or healthy organic beverage. Market research found consumers associate Crescent Pure most with a healthy organic drink. The healthy organic market has less competition and growing demand for healthier options. While it requires a large advertising budget, break-even analysis shows PDB can stay within budget at $2.75 per drink. Therefore, the recommendation is to position Crescent Pure as a healthy organic beverage.
Crescent pure case study
Portland Drake Beverages recently acquired Crescent Pure, a non-alcoholic beverage company. They are evaluating positioning strategies for Crescent Pure as they plan to expand distribution into three Western states. Key players will evaluate positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has major competitors, Crescent Pure's nutritional value and lower caffeine position it well. The recommendation is to position Crescent Pure as an energy drink to leverage higher consumption and meet the $750,000 advertising budget's break even point in the first year, earning a small profit.
Crescent pure (Harvard Case Study) by Tejas Shetty
PDB acquired Crescent Pure in 2013 and needs to choose a brand positioning. The options are an energy drink, sports drink, or healthy organic beverage. An energy drink faces stiff competition while sports drinks' consumer base is shrinking due to health concerns. A healthy organic beverage targets a growing market with less competition but requires a large advertising budget. Market research found consumers associate Crescent Pure most with being healthy and functional. Given increasing demand for healthier alternatives in energy and sports drinks, the recommendation is to position Crescent Pure as a healthy organic beverage since it can attract customers from both markets.
Crescent pure - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor Sameer Mathur (IIM Lucknow)
Whole Foods Market-brand activation plan
NYU 2016 Fall Brand Strategy-final presentation
Presented by Matteo Roberts, Muriel Wiedenkeller, Avril Chang, Yayun Chen
Instructor: Randy Penn
Content:
Vision & Mission
Target Audience
Brand Strategy
Market Movements
Competitive Analysis
SWOT Analysis
Challenges
Touchpoints & Opportunities
Ideas For Market Movements
Analytics & Benchmarks
Brand Governance
Budget
Sources & Appendix
Crescent pure
PDB acquired Crescent Pure, an organic juice and sparkling water company that generated $120.5M in revenues by 2012. The CEO tasked the VP of Marketing to develop a positioning strategy for Crescent Pure's launch. After analyzing the energy drink and sports drink markets, and consumer reactions to Crescent Pure, the optimal strategy is to position it as an organic energy drink. It will target the young, active 18-34 demographic with its healthier organic profile and lower sugar content than competitors' drinks. The drink will be priced at $2.75 per 8 oz can to be competitive in the large energy drink market while still earning a profit.
Crescent Pure (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Pharmaca
Pharmaca is a pharmacy chain that offers alternative care options such as supplements, herbal remedies, and homeopathic medicines. Research was conducted through focus groups and surveys to understand consumer interest in alternative medicine and perceptions of Pharmaca. The focus groups found that consumers have a lack of knowledge about alternative medicine. Surveys showed consumers were interested in alternative medicine and had an overall positive impression of Pharmaca. Location, promotions, word-of-mouth, and coupons were found to encourage visits to Pharmaca stores. The research provides insight into how Pharmaca can market alternative medicines in the Boston area.
Pharmaca presentation
Pharmaca is a pharmacy chain that offers alternative care options such as supplements, herbal remedies, and homeopathic medicines. Research was conducted through focus groups and surveys to understand consumer interest in alternative medicine and perceptions of Pharmaca. The focus groups found that consumers have a lack of knowledge about alternative medicine. Surveys showed consumers were interested in alternative medicine and had an overall positive impression of Pharmaca. Location, promotions, word-of-mouth, and coupons were found to encourage visits to Pharmaca stores. The research provides insight into how Pharmaca can market alternative medicines in the Boston area.
Case Study on Crescent Pure
This case study examines positioning options for Crescent Pure, an organic energy drink, after it was acquired by PDB. Crescent is currently positioned as an organic drink made from natural ingredients like guarana and green tea. The options are to position it as a sports drink, energy drink, or organic drink. Positioning it as an organic energy drink that provides energy without unhealthy ingredients could differentiate it in the growing energy drink market and appeal to health-conscious consumers, but high advertising costs may prevent it from breaking even in the first year.
Entrepreneurship Info
This document provides a business plan for Juzon juices, a company that produces natural fruit juices from the Amazon region of Peru. The plan outlines the company's products, which use exotic fruits like camu camu and lucuma that provide vitamins and antioxidants. It proposes operating as a limited liability company and distributing the juices to supermarkets and health stores. Market research found interest from adults aged 20-35. The plan also includes financial projections, startup costs, and strategies for promotion through media, websites, and sponsoring community events.
Crescent pure
PDB acquired Crescent Pure to expand its organic product line. Sarah Ryan must choose a positioning strategy for Crescent Pure's launch in 3 markets. The options are energy drink, sports drink, or organic drink. Consumer research shows perceptions of energy drinks as unhealthy while sports drinks are seen as low-energy. An analysis of the markets finds opportunity in the growing energy drink and organic drink segments. Ryan recommends positioning Crescent Pure as an organic energy drink to leverage its reputation and avoid competition, which is supported by a break-even analysis showing profits will exceed PDB's $750,000 goal.
Crescent Pure Case Study
Crescent Pure is an organic beverage company founded in 2008 that sells 1000 cases per month. It was acquired by Portland Drake Beverages who wanted to expand into the premium organic market. To capture more of the growing organic market, Crescent Pure needs to decide on a positioning strategy. It considers positioning as an energy drink, sports drink, or organic energy drink. After analyzing characteristics and opportunities of each, it is recommended to position as an organic energy drink to leverage the growing organic industry and target health-conscious consumers. The budget is $750,000 and pricing should be $2.75 per can wholesale to reach 12,000 cases sold per month and achieve desired profits.
Similar to Arden's Garden Presentation (20)
Crescent pure (Harvard Case Study) by Tejas Shetty
Crescent pure (Harvard Case Study) by Tejas Shetty
Arden's Garden Presentation
- 1. Alexis Correa, Soonmee Kwon, Eleanor Peery, Saskia Sumida
- 2. Background Info Arden’s Garden is Atlanta, Georgia’s premier juice manufacturer. Products vary from bottled juices, to detox programs, to raw food snacks. Juices are made from fresh and local fruits and vegetables, and nothing else. In addition to being sold at Arden’ s Garden stores, product can be found in coffee shops, grocery stores, restaurants, and health clubs in Georgia, Tennessee, and North Carolina.
- 3. Situation Analysis ● Brand has a strong self-identity with a clear mission to provide fresh, healthy drinks to consumers ● Healthy eating has become a growing sensation in US households, which has been beneficial for the juice category ● Fresh juice is a pricey category so companies must justify high prices with health benefits and quality ingredients
- 4. SWOT Product Strengths ● Juices and smoothies made completely from fresh and local ingredients ● Strong local following ● Cleanse/Detox classes and events Product Weaknesses ● Product can only be bought in three states ● Highly competitive market ● Small company with limited capabilities Market Opportunities ● Increase reach beyond GA, TN, and NC ● Expand product range ● Focus on advertising and social media tactics Market Threats ● Increasing popularity of home juicing ● Larger juice retail stores such as Jamba Juice or Juice Appeal ● Monopoly of bottled juices Odwalla and Naked Juice
- 5. Marketing Problems ● Lack of awareness of Arden’s Garden ● Consumers perceive private labels to be lower quality and likely lower nutritional value (Mintel) ● Prices are unappealing to consumers
- 6. Objectives General ● To examine the Boston consumer’s awareness of the juice category ● To understand the marketability of Arden’s Garden in the Boston market. Specific ● Identify main competitors ● Understand attitudes towards healthy eating ● Gauge purchase intention ● Determine overall evaluation of the product ● Develop a strategy for entry into the Boston market
- 7. Method -- Face-to-face Collecting Survey 25 Questions ● 3 Sections (Before Concept, After Concept, Demographics) - 40 Respondents in Total ● College Students & Young Professionals - Key Questions ● Price, Impression, Purchase Intention, etc - Data Analysis
- 8. Results: Before Concept Qualities of All- Natural Juice Total Females Males Taste 82 87 67 Fresh Ingredients 64 67 56 Health Benefits 69 73 56 Long shelf-life 18 20 11 Nutrition 61 63 56 Organic Ingredients 36 37 33 Variety of Flavors 62 60 67 Other 11 7 22
- 9. Results: Attitude & Belief Maximum price willing to pay for juice
- 10. Results: Attitude & Belief Boston’s Juice Selection
- 11. Results: Attitude & Belief Likelihood of Trying New Juice Flavors Female: 48% Male: 44%
- 13. Results: After Concept Overall Evaluation (No. of Respondents) Total Male Female (40) (9) (31) Overall Evaluation Top 2 Box% 63% 33% 71% Mean Scores 3.85 3.44 3.97 Purchase Intention Top 2 Box% 35% 11% 42% Mean Scores 3.28 2.89 3.39
- 15. Results: After Concept Total Females Males Definitely Not Purchase 0 0 0 Probably Not Purchase 13 10 22 Maybe or Maybe Not 53 48 67 Probably Purchase 30 36 11 Definitely Purchase 5 7 0 Mean Scores 3.28 3.39 2.89 Top 2 Box % 35 42 11 Purchase Intention
- 16. Results: After Concept “If you were to see juices on a shelf in a retail space, which brand would you be most likely to purchase? Check one option”
- 17. Results: After Concept What will convince Bostonians to purchase Arden’s Gardens product?
- 18. Conclusion From our gathered survey results, we’re recommending that Arden’s Garden enter the Boston market. This decision is supported by the survey results we gathered from our 40 participants. Marketability in the Boston area: ● majority of survey takers (44%) believe that Boston’s juice selection is “somewhat limited” ● 95% never heard of Arden’s Garden before Consumer attitudes and beliefs: ● 46% of total participants are “likely” to try new flavors of juice (5-point likert scale) ● Consumers mainly concerned with price and encouragement tactics (recommendations–85%) ● Female consumers (+)
- 19. Recommendations for Market Entry Target: (primary) young female professionals (secondary) young families Position: The juice that’s not mass-produced
- 20. Recommendations for 4Ps “The freshly made juice, with more nutrition and a great taste.” ● Promotion: BOGO ● Place: Newbury St store location ● Price: $3.99
- 21. Thank you!