Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains 80 calories with energy stimulants guarana and gingseng. It is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The target markets are young health-conscious consumers aged 18-34 and those interested in organic, low-sugar products. Crescent Pure will initially launch in Washington, Oregon, and California through grocery and big-box stores, as well as online ordering.

1. Case study on
crescent pure
BY SHALAKA SITRE
RCOEM

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).

4. Ingredients and
packing

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 .

7. Competitive
advantage

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

9.  Added benefit in oregon for crescent
pure

10. Target markets

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

12. Target market category 2
 Psychographic segmentation

13. Contemplating
positioning

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.

17. Thankyou!