A brief and crisp case study on Harvard Case Crescent Marketing Hands-on Presentation !!

1. CRESCENT “PURE”

2. HISTORY  Founded by Peter
Hooper in 2008
 Demand grew
exponentially in
local
Crescent,Oregon
 Currently Acquired
by PDB

3. The Companies
PDB
• Manufacturer of organic juices
and sparkling water
• Healthy and affordable
CRESCENT
• Non-alcoholic function
beverage company

4. Current Situation
Production capacity
constraints for PDB :
Soft Launch in 2014
Sarah Ryan, VP Marketing at PDB
to finalize Product Positioning
Strategy for Crescent Pure
Portland Drake Beverages
(PDB) acquired Crescent
to Expand Markets

5. Product Positioning Options
Energy Sports

6. Energy Drink
• Age group : 18-24
• Top 6 players account to 85% Market Share
• Rising Share of healthier beverage choice
• Negative Perception: Campaign and awareness highlights health risks

7. Sports Drink
o Age Group : 12-24
o Top 2 players have 94% Market Share
o Rising share of healthier/ low sugar beverage
o Negative perception: Campaign highlights increase
obesity rates

8. Organic
Drink :
The 3rd
Option
 Suitable for all ages
 New exponentially emerging markets
 High demand for healthier and natural
alternatives

9. Why choose
Crescent
Pure?
 Its “PURE” : Organic and natural
 Herbal stimulants 80mg caffeine
 70% less sugar
 H2O : Hydrating and replenishing
 Economic : $ 2.75 / 8 oz

10. Is Crescent Pure really “Pure”?

11. Do I Stand Out?

12. Me v/s Energy Drinks
Points Of
Parity
Pointsof
Difference
Refreshing
Mental focus
Energizing
Kills fatigue
Healthy and organic
$ 2.75 vs $ 2.99
Low sugar
1 cup coffee

13. Me v/s Sports Drinks
Points Of
Parity
Pointsof
Difference
High nutrition
Hydrating
Enhance performance
Expensive
Low sugar
Healthier and natural

14. Consumer Analysis

16. Play with
Graphs

17. The Verdict

18. • Positioning as organic Energy
Drink
• Diet drinks increasing by 33%
• $ 2.75 / 8 oz low in energy
market but premium in sports
drink market
• New Innovative Idea

19. Disclamer
Created by Saket Bangur , RVCE, during a
Marketing Internship by Prof. Sameer
Mathur, IIM Lucknow