Crescent pure
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Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
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CrescentPure
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.
Case Analysis on Crescent Pure
This presentation analyses the main managerial problem in the case and tries to find a solution for the same.
Crescent Pure
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.
Presentation on Crescent Pure
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
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.
Cresent pure(harvard business school case) pushkar 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.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure Case Study
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.
Recommended
CrescentPure
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.
Case Analysis on Crescent Pure
This presentation analyses the main managerial problem in the case and tries to find a solution for the same.
Crescent Pure
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.
Presentation on Crescent Pure
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
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.
Cresent pure(harvard business school case) pushkar 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.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure Case Study
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.
Crescent pure
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
The document discusses marketing options for Crescent Pure, an energy drink recently acquired by PDB Beverages. It provides background on the founder and acquisition. It then analyzes positioning Crescent as either an energy drink or sports drink. Market research is presented on both categories. Consumer data, competition, threats, and opportunities are examined. Focus group feedback on Crescent found appeal around its taste, energy content, customer profile, and price point. An alternative is discussed of positioning it as an organic beverage appealing to health-conscious consumers. In the end, it is concluded Crescent should be marketed as a sports drink.
Crescent pure - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
Crescent Pure energy drink- case study
This document summarizes a case study about Crescent Pure, an organic energy drink founded in 2008 and acquired by PDB in 2013. It provides background on Crescent Pure's history, ingredients, and positioning options as an energy drink, sports drink, or organic drink. Statistical data on the beverage market and Crescent Pure's demographics are presented. A SWOT analysis and break-even analysis are included to evaluate Crescent Pure's strategy for a soft launch in three Western states. The presentation concludes with recommending Crescent Pure's positioning and launch strategy.
Crescent pure - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor Sameer Mathur (IIM Lucknow)
Crescent pure- A Harvard Case Study
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.
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
Marketing plan for launching crescent pure
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 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.
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
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 case analysis
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.
Crescent Pure - Harvard Case Study
PDB acquired Crescent Pure, a non-alcoholic functional beverage, to expand its organic juice and sparkling water business. Crescent Pure contains organic ingredients like lime juice, lemon juice, guarana, and ginseng that provide 80 calories per can with 70% less sugar than energy drinks. PDB plans a soft launch of Crescent Pure in three Western states in early 2015 and has budgeted $75,000 for advertising, projecting the regions represent 15% of the functional beverage market. The document discusses positioning Crescent Pure as an energy drink, sports drink, or organic drink and analyzes whether PDB will break even in the first year with sales of 12,000 cases per month. It recommends positioning Crescent
HBR - Crescent Pure Case Analysis
PDB acquired Crescent Pure to expand its revenue. Crescent Pure is an organic juice that delivers 80mg of caffeine with 70% less sugar than sports and energy drinks. It retails for $3.75. Sarah Ryan, VP of Marketing at PDB, must decide how to position Crescent Pure. Options include energy drink, sports drink, or organic drink. Market analysis shows the energy drink market is growing 40% annually but is saturated by top brands. Crescent is perceived as refreshing, healthy and affordable but not hydrating. Positioning it as an organic energy drink could leverage existing perceptions and extend PDB's brand in the growing energy drink market.
Crescent Pure
The document discusses positioning a new organic drink called Crescent Pure. It should not be positioned as a sports drink due to stiff competition and lower hydration. Positioning it as an energy drink may not appeal to teens due to lower caffeine. The best option is to position it as an "Organic+Energy" drink to target both adults and the fast growing energy drink market. The price should be increased to $2.99 to improve perceptions of quality. Break-even analysis shows the company will profit with sales of over 1,42,046 cases per year.
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
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 (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Crescent Pure Case Study
A Harvard case study of Crescent Pure under the guidance of Prof. Sameer Mathur as a part of a marketing internship
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 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
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Crescent pure
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
The document discusses marketing options for Crescent Pure, an energy drink recently acquired by PDB Beverages. It provides background on the founder and acquisition. It then analyzes positioning Crescent as either an energy drink or sports drink. Market research is presented on both categories. Consumer data, competition, threats, and opportunities are examined. Focus group feedback on Crescent found appeal around its taste, energy content, customer profile, and price point. An alternative is discussed of positioning it as an organic beverage appealing to health-conscious consumers. In the end, it is concluded Crescent should be marketed as a sports drink.
Crescent pure - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
Crescent Pure energy drink- case study
This document summarizes a case study about Crescent Pure, an organic energy drink founded in 2008 and acquired by PDB in 2013. It provides background on Crescent Pure's history, ingredients, and positioning options as an energy drink, sports drink, or organic drink. Statistical data on the beverage market and Crescent Pure's demographics are presented. A SWOT analysis and break-even analysis are included to evaluate Crescent Pure's strategy for a soft launch in three Western states. The presentation concludes with recommending Crescent Pure's positioning and launch strategy.
Crescent pure - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor Sameer Mathur (IIM Lucknow)
Crescent pure- A Harvard Case Study
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.
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
Marketing plan for launching crescent pure
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 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.
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
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 case analysis
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.
Crescent Pure - Harvard Case Study
PDB acquired Crescent Pure, a non-alcoholic functional beverage, to expand its organic juice and sparkling water business. Crescent Pure contains organic ingredients like lime juice, lemon juice, guarana, and ginseng that provide 80 calories per can with 70% less sugar than energy drinks. PDB plans a soft launch of Crescent Pure in three Western states in early 2015 and has budgeted $75,000 for advertising, projecting the regions represent 15% of the functional beverage market. The document discusses positioning Crescent Pure as an energy drink, sports drink, or organic drink and analyzes whether PDB will break even in the first year with sales of 12,000 cases per month. It recommends positioning Crescent
HBR - Crescent Pure Case Analysis
PDB acquired Crescent Pure to expand its revenue. Crescent Pure is an organic juice that delivers 80mg of caffeine with 70% less sugar than sports and energy drinks. It retails for $3.75. Sarah Ryan, VP of Marketing at PDB, must decide how to position Crescent Pure. Options include energy drink, sports drink, or organic drink. Market analysis shows the energy drink market is growing 40% annually but is saturated by top brands. Crescent is perceived as refreshing, healthy and affordable but not hydrating. Positioning it as an organic energy drink could leverage existing perceptions and extend PDB's brand in the growing energy drink market.
Crescent Pure
The document discusses positioning a new organic drink called Crescent Pure. It should not be positioned as a sports drink due to stiff competition and lower hydration. Positioning it as an energy drink may not appeal to teens due to lower caffeine. The best option is to position it as an "Organic+Energy" drink to target both adults and the fast growing energy drink market. The price should be increased to $2.99 to improve perceptions of quality. Break-even analysis shows the company will profit with sales of over 1,42,046 cases per year.
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
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 (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Crescent Pure Case Study
A Harvard case study of Crescent Pure under the guidance of Prof. Sameer Mathur as a part of a marketing internship
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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 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
Crescent pure
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 ppt
The non-alcoholic beverage market was estimated to be $131 billion in 2013 and projected to grow to $164 billion by 2018. Crescent Pure is an organic drink with a hint of fruit taste that is less sweet than fruit juice, cola, sports drinks, and energy drinks. The document discusses whether to position Crescent Pure as a sports drink or energy drink. Positioning it as a sports drink could emphasize its health, functionality, and organic certification to appeal to health-conscious consumers, though the sports drink market grew only 9% from 2007 to 2012. Positioning it as an energy drink could target the growing market of younger men though it faces more competition and health concerns.
Crescent pure
Peter Hooper founded Crescent Pure in 2008 in Crescent, Oregon. Demand for the product grew locally until it was acquired by Portland Drake Beverages in 2013. Crescent Pure contains 70% less sugar and the same caffeine as coffee, but provides energy through natural stimulants. It is priced affordably at $2.75. Portland Drake Beverages plans a soft launch in 3 western states in 2014 and a national launch in 2015 if profitable. Sarah Ryan must now decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Each option has pros and cons regarding the size and growth of the market, price points, and regulatory issues that could affect sales.
Crescent Pure
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
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This document summarizes a marketing plan for Crescent Pure, a new organic sports drink. The plan outlines Crescent Pure's objectives to establish awareness and position itself as a healthier alternative. It will target university students and adults aged 26-35. The strategies include celebrity endorsements, community outreach, partnerships, and media promotion. Tactics involve branding, packaging, endorsements, media outreach, and evaluations of sales and awareness. Future considerations are listed such as sponsoring the Olympics and distributing on more university campuses.
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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.
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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.
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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.
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Peter Hooper founded Crescent Pure in 2008 to provide healthier beverage alternatives. In 2013, PDB acquired Crescent Pure to leverage its market and help the company grow. Vice President Sarah Ryan must decide whether to position the newly acquired Crescent Pure as an energy drink or sports drink and finalize a marketing strategy within six weeks. Market research shows the sports beverage industry is growing and Crescent Pure's low sugar content and natural ingredients appeal to health-conscious consumers, suggesting it should be positioned and marketed as a sports drink.
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- The company aims to provide convenient foods and beverages while ensuring local relevance and encouraging healthy lifestyles.
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.
New product launch pepsi E
The marketing presentation summarizes the launch of a new energy drink called "Pepsi-E The Energy Booster" by PepsiCo. Primary and secondary research was conducted. Primary research in the form of a questionnaire found that while Red Bull has a large market share for energy drinks, many consumers are open to replacing their current brand if a healthier option is available. The secondary research involved analyzing PepsiCo's marketing strategies and positioning over time, as well as a SWOT analysis of Pepsi-E. Pepsi-E will be launched starting with a Lemonade flavor and focus on natural flavors and less caffeine than competitors to differentiate itself in the growing energy drink market.
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.
Pepsi
This document outlines Pepsi's marketing plan. It provides an overview of Pepsi as a company with over 100 years of producing cola drinks. It then details Pepsi's vision, mission, strengths, weaknesses, opportunities, threats and product details. The marketing strategies section discusses Pepsi's positioning, product, pricing and distribution strategies. It also outlines the company's advertising approaches. The document concludes with an action plan and recommendations to strengthen Pepsi's research, partnerships and reputation in global markets.
Communication strategy.pptx
Crescent Pure is repositioning itself in the energy drink and sports drink market by launching new organic products in Vancouver and Toronto at a retail price of $2.75. The communication strategy aims to (1) create brand recognition and reposition Crescent Pure competitively, (2) differentiate products, and (3) reestablish Crescent Pure as an organic energy and sports drink manufacturer. Crescent Pure will target health-conscious consumers ages 18-45 by positioning itself as an affordable yet premium organic energizing drink with natural flavors. The marketing mix will involve influencer collaborations, appealing advertisements, and bright packaging to promote the products across retail stores, websites, and social media.
Crescent Pure Case Study
This presentation was created by Yash Jakhete, BITS Pilani, during an internship by Prof. Sameer Mathur, IIM Lucknow.
Crescent pure
A presentation created on the Harvard Case Study of Crescent Pure during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
Crescent Pure - HBR Case Analysis
My Harvard Business Review Case Analysis of Crescent Pure as a part of my marketing management internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure
PDB acquired Crescent Pure in 2013 and is deciding on its market positioning. Crescent Pure currently manufactures organic juices and sparkling water. Market research data is provided on consumer demographics and perceptions of energy drinks and sports drinks. Three positioning options are considered: energy drink, sports drink, or organic drink. Each option is analyzed in terms of pros and cons. The document hypothesizes that an organic drink positioning requires large advertising, while energy drinks have strong competitors. It concludes Crescent Pure should position as a healthy energy drink to leverage its organic certification and low caffeine as differentiators in the energy drink market. Financial analysis projects profitability of this positioning.
cocosal
This document provides information about cocosal, an energy product made primarily from cocoa, raisins, and herbs. It contains the following key points in 3 sentences:
Cocosal comes in customized portions to provide energy for the day, is made from cocoa, raisins, and herbs to provide long-lasting energy without harmful ingredients like caffeine, and was developed in the US in 2008. The document also includes marketing information about cocosal such as its target markets, competitors, and brand positioning strategy.
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.
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Crescent pure
- 2. Crescent Pure • HISTORY Peter Hooper– in 2008 Product demand grew in Crescent and Oregon Michael Booth, CEO of Portland Drake Beverages (PDB), acquired in July, 2013 Michael Booth
- 3. Why CrescentPure? • Low caloriebeverage • 70% less sugar than other energy and sports drinks • Caffeine as much as a cup of coffee • All-naturalherbalstimulantsas energy boosters • Organic product at affordable price
- 4. Positioning • Two choices: Sports Drink Energy Drink • “soft-launch”in Jan2014 domestically • $750,000 advertising budget • If profits > budget; Crescent Pureto be launched nationallyin 2015.
- 5. Sports Drink PositioningPROS CONS 42%sportsbeverage drinkershavesportsdrinks as“anytimebeverages”;notonlyforexercise. Government mandatedguidelines toremove sportsdrinkfromschool vending machines; courtesyhigh calorie. Attractwide consumerbaseforits refreshing, healthy,affordable,functionalandfunproperties. Regularusersconsume frequently Crescent’s$2.75pricefor8 ozcanis higher than othercompeting sportsdrink. Marketis $6.3billion Marketis $2.2billion less thanenergy drink market. Hydratingelements +Mental focus+energy boosters= Veryattractivedrink Similardrinksin themarket
- 6. Energy Drink PositioningPROS CONS Uniqueness (less sugar,more caffeine) Negative media attention for health risks reduced11% consumption All-natural stimulants for energybooster Competitors-85% notmuch wiggle room for new Consumers viewed “energy” as crescent’s most descriptive characteristic. Only 32% consumers consumed an energydrink in past 6 months. Average pricefor an 8 ozcan of energy drinks: Crescent’s = $2.75 Others = $2.99 Question on company’s ability to deliver healthy, organic product for just $2.75
- 10. Organic Refreshment Positioning PROS CONS Capitalize on growth of organic food and beverageindustry Critical time for “soft launch” execution of marketing strategy More premium price for focus on quality ingredients and target customers With wide range of customers, $750,000 advertising budget may no longer befeasibleOrganic beverages claim price premium (25%) overother beverages Allow wider rangeof customers Focusing on health attributes only, might lose important customer segments
- 11. SWOT Analysis
- 13. Strategies • Use third-party celebrity endorsers for positioning and appealing to the younger generation • Engage millennialthrough community outreach and university collaboration • Combine efforts withfavorable global brands to raise awareness • Increase exposure and establish affiliationwith international sporting brand through sponsorship • Receive extensive and favorable press coverage via traditional and social media
- 14. Evaluation • Number of sales- before vs. After • Media coverage, placements and feedback - before vs. After • Community outreach: sports club, etc. - before vs. after • Awareness of Crescent Pure asa brand and asa company • Change of attitudes towards sports drinks • Customer satisfactiontowards Crescent Pure via online surveys and Facebook polls • Target audience distribution • Social media followers endorsers - before vs. after
- 15. Future Considerations • Partnership with MichelleObama’s ‘Let’s Move!’ initiative • Sponsorship of 2016 Olympics in Brazil • Nationwide university initiative, distribution of Crescent Pure • Lululemon partnership targeting niche yoga community: sponsorship by Crescent Pure, education on healthy diet and exercise, etc • Trialtesting of products • Launchof additionalflavors
- 17. History Energy Drink Sports Drink Organic Drink Evaluation Analysisof Crescent Pure Strategies SWOT Analysis Positioning options Future Considerations
- 19. DISCLAIMER This is a Harvard Business case study prepared by Kiran Gotaphode from Shri Ramdeobaba College of Engineering and Management during marketing internship under Professor Sameer Mathur. Prof. Sameer Mathur IIM Lucknow Kiran Gotaphode SRCOEM