Crescent Pure is launching an organic energy drink called Crescent Pure. It is positioned as a healthier alternative to sugary energy drinks, containing less sugar and chemicals. The target market is younger, active, health-conscious consumers on the West Coast who embrace organic and local foods. Crescent Pure will be priced lower than most energy drinks at $2.75 for an 8oz can. It will be distributed in health/organic stores, big box retailers, and cafes in California, Oregon and Washington. Marketing will include sponsoring events, billboards, music festivals and social media to build brand awareness among the target market.
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.
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
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.
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing energy drink market.
PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
Crescent Pure is launching an organic energy drink called Crescent Pure. It is positioned as a healthier alternative to sugary energy drinks, containing less sugar and chemicals. The target market is younger, active, health-conscious consumers on the West Coast who embrace organic and local foods. Crescent Pure will be priced lower than most energy drinks at $2.75 for an 8oz can. It will be distributed in health/organic stores, big box retailers, and cafes in California, Oregon and Washington. Marketing will include sponsoring events, billboards, music festivals and social media to build brand awareness among the target market.
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.
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
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.
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing energy drink market.
PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
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.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
The VP of marketing for PDB is deciding how to position Crescent Pure. There are two options - as an energy drink or sports drink. Market research shows the energy drink market is larger and growing faster. While sports drinks have less competition, their market is smaller. Perceptual maps also indicate Crescent could gain market share by positioning as a healthier energy drink. After analyzing customer segments, differentiation strategies, and perceptual maps, the document recommends positioning Crescent as an energy drink to target the larger, faster growing market.
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.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
The document discusses PDB Beverages' plans to launch and distribute the organic energy drink Crescent Pure. PDB planned a soft launch of Crescent in 3 western states in 2014, spending $750,000 on advertising with the goal of meeting or exceeding $750,000 in profits that year. If successful, they would fund a national expansion in 2015. PDB acquired Crescent in 2012 and decided to lower its retail price to $2.75 per 8oz can, reflecting PDB's strategy of affordable organic products. Variable costs were $1.02 per can and PDB's wholesale price to distributors was $1.24 per can. To ensure distributor profitability, PDB limited the initial launch to 3 distributors in the western
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
Marketing plan for launching crescent pureNitin Singh
PDB aims to launch Crescent Pure in 3 Western states in January 2014. Market research shows consumers prefer energy drinks over sports drinks. Therefore, PDB will position Crescent Pure as an energy drink to capitalize on the larger and faster growing $13.5 billion energy drink market. It will compete by offering an organic product that is healthier, less sweet, and cheaper than competitors. Break-even analysis confirms PDB and distributors can be profitable selling Crescent Pure at $2.75 per unit while recovering marketing costs.
Crescent Pure is considering positioning strategies as either an energy drink or sports drink. As an energy drink, it could provide a healthier alternative in a growing $13.5 billion market, with pricing advantages over competitors. However, energy drinks face negative publicity over health risks. As a sports drink, it could attract a wider consumer base and combine hydration with mental focus and energy boosting. But the sports drink market is smaller and prices are typically lower. The document analyzes the pros and cons of each positioning option and provides market data to inform the strategy.
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.
- Peter Hooper founded Crescent Pure in 2008 as a non-alcoholic, organic juice beverage infused with herbal stimulants and 80mg of caffeine. It sold out quickly and demand remained high.
- Portland Drake Beverages acquired Crescent Pure in 2013 to expand into the functional beverage market. However, Crescent Pure faces competition from large energy drink brands and constraints in production capacity.
- A SWOT analysis found Crescent Pure's strengths were its lower sugar content and natural ingredients appealing to health-conscious consumers. However, it lacked brand awareness and some may not view its caffeine content as enough. The recommendation was to position Crescent Pure as an organic energy drink to target the
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 is an organic functional drink created by Peter Hooper and later acquired by Portland Drake Beverages. PDB is considering three positioning strategies for Crescent Pure as an energy drink, sports drink, or health drink. Market research shows the energy drink market is growing faster than sports drinks and Crescent Pure's ingredients are well-suited for an energy drink. The presentation recommends positioning Crescent Pure as an energy drink to take advantage of this growing market segment and differentiate from competitors in the sports drink category.
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
PDB plans to launch their new non-alcoholic beverage Crescent Pure in three western states. There is debate around how to position the product. Vice President of Marketing Sarah Ryan must evaluate positioning options and make a recommendation. The options are sports drink, organic drink, or energy drink. Ryan's analysis of the markets and consumer research leads her to recommend positioning Crescent Pure as a healthy, natural energy drink to target consumers aged 18-30. This positioning takes advantage of growing demand for lower caffeine energy drinks and allows Crescent to compete in a market with less competition compared to the sports drink industry.
PDB is launching a new organic beverage called Crescent and must decide on a product positioning strategy. Crescent could be positioned as an energy drink to target the fast growing energy drink market or as a sports drink. As an energy drink, Crescent offers healthier alternatives to traditional energy drinks in its organic certification and lower sugar content. However, the energy drink market is highly competitive. As a sports drink, Crescent offers hydration and energy benefits for athletic performance but the sports drink market growth is slower. Positioning as a new organic beverage category avoids competition but requires more time and budget. After analyzing strengths, weaknesses, opportunities and threats, an organic energy drink positioning is recommended to leverage the energy drink market while appealing to health
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.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
The VP of marketing for PDB is deciding how to position Crescent Pure. There are two options - as an energy drink or sports drink. Market research shows the energy drink market is larger and growing faster. While sports drinks have less competition, their market is smaller. Perceptual maps also indicate Crescent could gain market share by positioning as a healthier energy drink. After analyzing customer segments, differentiation strategies, and perceptual maps, the document recommends positioning Crescent as an energy drink to target the larger, faster growing market.
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.
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
The document discusses PDB Beverages' plans to launch and distribute the organic energy drink Crescent Pure. PDB planned a soft launch of Crescent in 3 western states in 2014, spending $750,000 on advertising with the goal of meeting or exceeding $750,000 in profits that year. If successful, they would fund a national expansion in 2015. PDB acquired Crescent in 2012 and decided to lower its retail price to $2.75 per 8oz can, reflecting PDB's strategy of affordable organic products. Variable costs were $1.02 per can and PDB's wholesale price to distributors was $1.24 per can. To ensure distributor profitability, PDB limited the initial launch to 3 distributors in the western
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
Marketing plan for launching crescent pureNitin Singh
PDB aims to launch Crescent Pure in 3 Western states in January 2014. Market research shows consumers prefer energy drinks over sports drinks. Therefore, PDB will position Crescent Pure as an energy drink to capitalize on the larger and faster growing $13.5 billion energy drink market. It will compete by offering an organic product that is healthier, less sweet, and cheaper than competitors. Break-even analysis confirms PDB and distributors can be profitable selling Crescent Pure at $2.75 per unit while recovering marketing costs.
Crescent Pure is considering positioning strategies as either an energy drink or sports drink. As an energy drink, it could provide a healthier alternative in a growing $13.5 billion market, with pricing advantages over competitors. However, energy drinks face negative publicity over health risks. As a sports drink, it could attract a wider consumer base and combine hydration with mental focus and energy boosting. But the sports drink market is smaller and prices are typically lower. The document analyzes the pros and cons of each positioning option and provides market data to inform the strategy.
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.
- Peter Hooper founded Crescent Pure in 2008 as a non-alcoholic, organic juice beverage infused with herbal stimulants and 80mg of caffeine. It sold out quickly and demand remained high.
- Portland Drake Beverages acquired Crescent Pure in 2013 to expand into the functional beverage market. However, Crescent Pure faces competition from large energy drink brands and constraints in production capacity.
- A SWOT analysis found Crescent Pure's strengths were its lower sugar content and natural ingredients appealing to health-conscious consumers. However, it lacked brand awareness and some may not view its caffeine content as enough. The recommendation was to position Crescent Pure as an organic energy drink to target the
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 is an organic functional drink created by Peter Hooper and later acquired by Portland Drake Beverages. PDB is considering three positioning strategies for Crescent Pure as an energy drink, sports drink, or health drink. Market research shows the energy drink market is growing faster than sports drinks and Crescent Pure's ingredients are well-suited for an energy drink. The presentation recommends positioning Crescent Pure as an energy drink to take advantage of this growing market segment and differentiate from competitors in the sports drink category.
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
PDB plans to launch their new non-alcoholic beverage Crescent Pure in three western states. There is debate around how to position the product. Vice President of Marketing Sarah Ryan must evaluate positioning options and make a recommendation. The options are sports drink, organic drink, or energy drink. Ryan's analysis of the markets and consumer research leads her to recommend positioning Crescent Pure as a healthy, natural energy drink to target consumers aged 18-30. This positioning takes advantage of growing demand for lower caffeine energy drinks and allows Crescent to compete in a market with less competition compared to the sports drink industry.
PDB is launching a new organic beverage called Crescent and must decide on a product positioning strategy. Crescent could be positioned as an energy drink to target the fast growing energy drink market or as a sports drink. As an energy drink, Crescent offers healthier alternatives to traditional energy drinks in its organic certification and lower sugar content. However, the energy drink market is highly competitive. As a sports drink, Crescent offers hydration and energy benefits for athletic performance but the sports drink market growth is slower. Positioning as a new organic beverage category avoids competition but requires more time and budget. After analyzing strengths, weaknesses, opportunities and threats, an organic energy drink positioning is recommended to leverage the energy drink market while appealing to health
PDB acquired Crescent Pure to expand its organic beverage offerings. As the new product, Crescent Pure needs to be positioned in the market. Market research shows an opportunity for an organic energy drink as energy and sports drinks have declined and healthier options with natural ingredients have grown popular. Positioning Crescent Pure as an organic energy drink for the 18-34 age group takes advantage of this opportunity while differentiating it from competitors' drinks as a healthier alternative with less sugar and natural stimulants. It should be priced at $2.75 per 8 oz can to be competitive in the large energy drink market and capture a premium price in the growing sports drink market.
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.
PDB's CEO has tasked the VP of Marketing Sarah Ryan with evaluating positioning strategies for Crescent Pure, a newly acquired beverage brand. Sarah must choose between positioning it as an energy drink, sports drink, or organic drink. After analyzing each market and Crescent Pure's strengths, Sarah recommends an organic sports drink positioning to differentiate it and appeal to a wider age range. A break-even analysis shows PDB will earn a $10,320 profit within a year by targeting $760,320 in revenue, exceeding its $750,000 goal.
The document discusses a company called PDB's plans to acquire and reposition the drink Crescent. Crescent is a non-alcoholic, organic beverage that provides an energy boost without the high sugar levels of typical energy drinks. PDB believes Crescent can be positioned as a healthier sports drink alternative. The document outlines PDB's marketing strategies, which include using celebrity endorsements and sponsorship to raise awareness of Crescent among younger consumers and position it as a healthier lifestyle choice. It also discusses conducting market research to determine the optimal positioning and pricing for Crescent.
Peter Hooper founded Crescent Pure in 2008 to produce a natural energy drink containing herbal supplements and caffeine. It was acquired by PDP in 2009 due to high demand. As Vice President of Marketing, Sarah Ryan must create a product positioning strategy for Crescent Pure within 6 weeks. She analyzes positioning it as an organic drink, sports drink, or energy drink. Research shows the organic drink market has the widest consumer base and is emerging. An organic energy drink positioning would appeal to health-conscious consumers and benefit from both the organic and energy drink markets. Ryan recommends positioning Crescent Pure as an organic energy drink due to the growing organic drinks market and its health benefits over typical energy drinks.
Red Bull is proposing to diversify into the energy snack bar market with a new product called "Bull Bites". The marketing plan outlines introducing 3-square mini energy bars in existing Red Bull flavors. It analyzes the growing snack bar industry and Red Bull's strengths as well as opportunities to expand. However, over-reliance on energy drinks is also identified as a weakness. Main competitors like Clif Bars and Kashi are examined in terms of their market share, positioning, pricing, and distribution. The proposal recommends Bull Bites to help secure Red Bull's future growth.
Sarah Ryan must decide whether to position Crescent Pure as an energy drink or sports drink. Crescent was recently acquired by PDB and will launch in three western states. Positioning impacts distributor selection and marketing strategy. While the energy drink market is larger and growing, Crescent's low caffeine and sugar content may appeal more to health-conscious consumers as a sports drink. Consumer research also found Crescent seen as more refreshing, healthy, and natural than typical energy or sports drinks.
Sarah Ryan, VP of Marketing at PDB, must decide whether to position Crescent Pure as an energy drink, sports drink, or organic health drink. The document provides market research on the size and growth of the energy drink and sports drink markets. If positioned as an energy drink, Crescent Pure would have $51 million in sales, but high caffeine and concerns over health may be issues. As a sports drink, it could achieve $19.5 million in sales, targeting a younger demographic. Based on expenditures and revenues, positioning it as a sports drink may be most viable. The assistant recommends Crescent Pure be positioned as a sports drink or, if an organic drink, more market research is needed to support that decision.
Cresent pure(harvard business school case) pushkar sarafPushkar Saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
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
This document discusses various business models and alternatives for sustainable and socially responsible companies. It describes two basic business models that companies can use to gain competitive advantage: differentiation to earn higher margins, and driving down costs to be the most efficient supplier. It also discusses concepts like greenwashing, limits to growth under capitalism, and alternatives like cooperatives, B Corps, conscious capitalism, social entrepreneurship, and triple bottom line accounting. Case studies of companies taking different approaches are provided for discussion.
PDB manufactures sparkling water and orange juice. It recently acquired Cresent Pure, an organic energy drink with moderate energy and low sugar. PDB wants to optimally position Cresent Pure to get maximum sales and break even on its $750,000 advertising budget. Sarah Ryan must decide whether to market Cresent Pure as a sports drink, energy drink, or organic beverage. It currently has constraints producing only 12,000 cans per month. The document analyzes the market trends, competitors, target demographics, and provides recommendations to position Cresent Pure as a healthier energy drink alternative priced between sports and premium energy drinks.
PDB acquired Crescent Pure to expand into the functional beverage market. Sarah Ryan must choose between marketing Crescent Pure as an energy drink or sports drink. While energy drinks have strong growth, health concerns exist. Sports drinks attract a wider audience but the market is dominated by top brands. Ryan finds a third option is to market as an organic beverage, leveraging Crescent Pure's advantage over energy and sports drinks. A break-even analysis shows marketing as organic would earn a small profit in the first year.
This document contains forward-looking statements about ChromaDex's expected sales, financial performance, products, and commercialization opportunities in various markets. It discusses ChromaDex's patented ingredient technologies including NIAGENTM, a nicotinamide riboside ingredient, and PURENERGYTM, a patented combination of pterostilbene and caffeine. The document notes recent regulatory scrutiny of energy drinks and how PURENERGYTM could help reduce caffeine content while maintaining energy benefits. It summarizes ChromaDex's commercialization progress for NIAGENTM including a large supply agreement and initial customer adoption.
This document discusses Pemberton's launch of a new salty cracker brand called Krispy Natural in the US market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined focusing on product, marketing, distribution and pricing. Test markets in Columbus and Southeast cities showed strong initial results in Columbus but more modest gains in Southeast. The recommendations suggest further marketing investment and tailoring the brand to different consumer needs.
This document discusses positioning strategies for Crescent Pure, a new organic energy drink launched by Portland Drake Beverages (PDB). Crescent contains 80mg of caffeine from organic herbal stimulants and is priced at $2.75 per can. PDB is considering positioning Crescent as an energy drink, sports drink, or organic beverage. The energy drink market offers the most growth potential but comes with health concerns. The sports drink market has less growth and competition from dominant brands. An organic beverage positioning does not leverage Crescent's caffeine but commands a price premium. The recommendation is to position Crescent as a healthier energy drink alternative to appeal to health-conscious younger consumers and organic purchasers, with the goal of
This document discusses Pemberton's launch of a new salty snack brand called Krispy Natural in the cracker market. It provides an overview of the US cracker industry and competitors. A marketing strategy is outlined which includes product, pricing, distribution and promotion plans. Test markets in Columbus and Southeast regions exceeded expectations in Columbus but saw limited growth in Southeast. The success in Columbus is attributed to promotional activities generating buzz, while resistance in Southeast may be due to discounts not being sustainable long term. Recommendations include further marketing in Southeast and tailoring the brand to different consumer needs.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
2. 1. Overview
In 2013, Portland Drake Beverage (PDB), a manufacturer of organic juices and sparkling
waters, acquired Crescent, a non-alcoholic functional beverage with a combination of energy-
enhancing, hydrating and all-organic ingredients. This is a strategic move to expand their product
portfolio especially in the functional beverage segment. However, the executives already forecast
to face strong competition from other big players in this segment once these companies launch
their own natural versions of sports and energy drinks in the 2nd half of 2015.
Given a total of $750,000 budget for 2014 and a 6-week planning time frame, PDB’s vice
president marketing, Sarah Ryan, was tasked to recommend a strong positioning for Crescent’s
soft launch to meet its benchmark earnings goal: a profit of $750,000 – its own allocated
advertising budget in 3 western states (California, Oregon, and Washington).
PDB’s executives already decided the following position for Crescent to reflect its own
pricing strategy: “quality organic products at affordable price”. Crescent was testified in its
“quality organic” in two distinct areas: (1) Its herbal stimulants gave the same “energy effect” as
that of a cup of coffee, and (2) Its organic raw cane sugar quotient was only 30% compared to its
leading competitors. Crescent’s retail price was $2.75 per can. This is a 27% below the drink’s
original selling price ($3.75). Through the initial launch prior to the acquisition, we know that its
original price was accepted by its market already. This was proven by the retailers’ quick inventory
depletion despite their own 25% mark-up to its original price. According to the focus group later,
we were assured of “affordable” by the respondents’ expectation of min $3.00 benchmark for
organic products.
Ryan initially had 3 options in her plan to position Crescent:
Option 1: as a healthier choice for energy-enhancing beverages
Option 2: as a premium & healthier “anytime” beverage
Option 3: as an affordable organic & healthy refreshment
2. Problems
According to Table 2.1. Calculation of Target vs. Wholesale Plan, Ryan was expected to
be able to distribute almost 100% production plan by the director before it can go national. She
had to maximize its capabilities at the moment. This should be always at the back of her thought.
No. Item Description
1 Gross profit target $750,000.00
2 Variable cost per can $1.02
3 Variable cost per case [(2) x 24 can] $24.48
4 Total cases production for 2014 144,000
5 Total variable cost for production [(3) x (4)] $3,525,120.00
6 Target revenue [(1) + (5)] $4,275,120.00
7 Wholesale price per case $29.76
8 Wholesale revenue [(3) x (7)] $4,285,440.00
9 % difference between Target & Wholesale [1 - (6)/(8)] 0.24%
Table 2.1. Calculation of Target vs. Wholesale Plan
Although each option has its own pros and cons, the positioning plan should respond to the
following questions:
Question 1: How competitive is Crescent in the chosen market?
An actionable positioning plan right now should address this first because Ryan only has
one year to prove its profitability, especially its price competitiveness because the retail price was
3. already decided. Even though she can recommend to either raise or lower the price, it should not
be discussed at the moment. By lowering the price, Crescent needs to lower its variable cost or
increase the production to hit the target profit; which cannot be done for the time being. If she
recommends to increase the price, she would have had a different challenges to prove its
competitiveness in the premium price segment (which PDB itself already experienced backfire in
the past).
Secondly, as they plan to expand nationwide before other competitors upgrade their
portfolio, it is better if they can prove to gain faster and better share. What can Crescent leverage
right now in terms of PDB’s brand equity and its initial brand perception to help it establish itself
in the chosen market faster? We understand the pressure of the upcoming competition from the
industry’s big players.
Question 2: How risky is Crescent’s positioning plan?
This will address the threats that Crescent will face when the positioning plan is rolled out.
It will also address its resources to carry this plan out and to counter attack the associated risks
coming with it.
We will analyze each option using the above 2 questions, then we will draw a “perceptual
map”: Competiveness vs. Risk as below Exhibit 2.1. Ideally we prefer High Competitiveness Low
Risk plan, but we can will evaluate to see if there can be a better Option 4.
Competitiveness - High
Risk-Low
Risk-High
Competitiveness - Low
Exhibit 2.1. Framework of Reference: “Perceptual Map”- Competiveness vs. Risk
3. Option Analysis
Option 1:
a healthier choice
for energy-
enhancing
beverages
Option 2:
a premium &
healthier “anytime”
beverage
Option 3:
an affordable
organic & healthy
refreshment
Competitiveness Growing market by
40% for the last
two years.
Projected growth to
$13.5 billion in
2018.
More fragmented
than sports drink
market. Leading
company only
Growing market
size for diet and
low-sugar sports
drink. Projected
growth to $2.97
billion in 2017.
Dominated by
Gleam with 73%
and Drip with 21%
market share. To
Although this is a
growing market. %
consumers of
organic nonfood
product is still low
(9% of total
organic) (3.1). This
might be a block to
its national
expansion plan.
(Exhibit 3.1.)
4. captures 34%
market share. There
is higher chance for
Crescent to
compete in this
segment.
Consumer profiles
seem to match
those of Crescent’s
current consumers.
Price is competitive
because it is 10%
lower than average.
enter this segment,
Crescent needs to
build its awareness
first as sports drink
and second as
healthy sports
drink.
Consumer profiles
do not seem to
match since sports
drink is more
appealing to teens
from 12 to 17 while
80% of Crescent
consumers range
from 18 to 34.
Price is considered
premium as it is 2
times the average
price.
Health-conscious
consumers who
avoided energy and
sports drink and
prefer organic
products. Although
Crescents can
leverage current
strength of PDB’s
in organic drinks, it
will also need to
compete with its
own category.
This will leave out
an important
segment in which
PDB wants to enter
which is energy
and sports drink.
.
Risk / Threats Dropping in energy
consumption due to
health and safety
concerns.
Crescent can
address this
directly by its
natural
ingredients and
make this its
unique
differentiation.
Due to concern
regarding obesity
for kids and teens,
sports drinks are
removed from
vending machines.
To address this
problems by
both publicity
and government
policy, Crescent
needs to require
more resources
and more time.
Premium price
competition.
Because this
segment believes in
“better quality
more expensive”.
PDB knew that
they would get
backfire in
premium
category.
Note: 3.1. Total US Organic Sales and Growth 2005 – 2015. Source:
https://www.foodnavigator-usa.com/Article/2016/05/19/US-organic-food-drink-sales-11-
to-39.8bn-in-2015-OTA#
Using the framework in Exhibit 2.1., we assign 3 options.
5. Competitiveness - High
Risk-Low
Risk-High
Competitiveness - Low
Exhibit 3.1. Applied Framework of Reference: “Perceptual Map”- Competiveness vs. Risk
4. Recommendations:
Based on Exhibit 3.1., it is recommended that Ryan should go with Option 1: She can
position Crescent as “a healthier choice for energy-enhancing beverages”, which means Crescent
will compete in the energy segment. This is also supported by the fact that majority of Crescent
consumers already defined it as an “energy” booster. To strengthen its positioning, we can utilize
the research and survey responses:
Energy Drinks(4.1) Crescent(4.2) Difference
Natural 4% 38% 34%
Functional 22% 47% 25%
Affordable 5% 29% 24%
Refreshing 12% 35% 23%
Hydrating 11% 29% 18%
Healthy 6% 22% 16%
Suitable for Teens 7% 22% 15%
Fun 9% 19% 10%
Too Sweet 9% 8% -1%
Table 4.1. Percentage of respondents who indicated a word that describe the drinks.
Source: 4.1. Energy drinks in U.S.2013, Mintel. Accessed April 2014. 4.2. Percentage of
respondents describe Crescent. Accessed Feb 7, 2018.
Notes: These two surveys were conducted at different times for different purposes.
Combination of these two survey only serves for purpose of references in this practice to conclude
a brand positioning.
Instead of using “healthier” which is only 16% difference in consumers’ description, we
can strengthen the difference by using the word “natural” to be the key differentiation. We will
use the top 3 differences to write the positioning statement.
“To energy-drink consumers from 18-34, Crescent is a healthier and affordable choice
that use only natural ingredients.” Or “Get energized, naturally”
5. Obstacles to Implementation:
With the option to enter energy drink segment with a product differentiation of natural
ingredients, Crescent can easily leverage its parent company PDB’s profile of organic products
together with Crescent’s own reputation of “energy” among its initial consumers.
However, during the implementation of this strategy, it may face the following challenges:
1
2
3
6. 1. Fright or Razor (2 biggest players) can launch their own natural versions earlier than
expected to protect its market share. They already lost market due to the concerns
regarding health and safety. With the acquisition of Crescent by PDB, they can choose
to launch earlier and through their distribution, they can go national first.
2. Negative press about energy drinks increases, which may lead to a more challenging
go-to-market for new energy drinks despite its natural ingredients.