2. Introduction
Crescent pure originally started as a non alcoholic beverage
Started by peter hooper
Later on it expanded so rapidly that hooper secured legal protection for
proprietary recipe .
3. History
Peter hooper native of crescent, oregon
saw a marketing opportunity for healthy
,energizing drink
Created to fullfill the demand for an
healthier alternative for users.
Under portland drake beverage(PBD).
5. Ingredients and packing
Pakaged in a sleek,tall silver 8-ounce can
with simple crescent logo
It includes a hint of fruit and was less
sweet than fruit jiuce .
80 calorie serving
Energy simulants – guarana and gingseng
6. The energy simulants charecterise it as a
energy drink
All crescent ingredients are certified as
organic .
8. Competitive advantage
Because they chose to position themselves
as a healthy drink alternative
Due to the lacovore movement they have
a added benefit over others.
Certified as organic
70% less sugar than leading sports and
energy beverages
11. What is the target market?
Youngsters within the age of 18-34 years
who are young and as well health
conscious
The second category of target people
include those under psychographic
segmentation : are those people who see
products label and overall company`s
value
14. What would be the positioning
strategies??
Certain criteria thought of...
Younger health conscious consumers
Psychographic segmentation
But would that be a good idea?
But limiting its positioning to just one or
two of these attributes excludes the other
lucrative consumers segments.
So they position the brand in a broader
manner.
15. Crescent product positioning options in two categories :energy drinks or sports
drink .
In depth reseacrh on market sizes , competitors and consumer prefrences etc.
Wanted a drink that would energize and enhance mental focus .
Crescents herbal stimulus delivered 50mg of caffeine same energy effect as a cup
of coffee .
70% less sugar content aslo.
16. Distribution and the strategy used.
Crescent will prcoeed to soft launch the product in wahsington,oregon and
california.
These places will have an added advantage of locavore movement .
These products woul also be made available with big boxes I.e. in big stores like
target and walmart .
The online ordering of these products would also be possible through the rental
services or site.
If there is a positive response and profit generated the trade would be expanded.
