get to know about crescent pure and its marketing strategies..

1. CRESCENT PURE
A PDB PRODUCT!!

2. BEFORE THE ACQUISITION BY PDB
(PORTLAND DRAKE BEVERAGES)
A Company that manufactures
organic juices and sparkling waters.

3. What is CRESCENT PURE????
CRESCENT PURE (crescent) was a non alcoholic
functional beverage.
PDB acquired Crescent in July 2013 by seeing its
various plus points in the market.
a) Energy enhancing
b) Hydrating
c) All organic ingredients
Hence lead to extension of PDB’s existing organic
product lines.

4. THIRD PARTY POSITIONING
OPTION
Drink’s healthy and
organic roots could
attract most of the
consumers.
US beverage
industry became
non-alcoholic.
Affected both manufactures &
retailers.

5. Beverage distribution in US
Market suffered
due to
restrained
consumer
spending during
the economic
recession.
But soon the
trend reversed
and the
economy was
recovered.

6. Further distribution of beverage
in US.
1. For most medium & smaller size food &
beverage manufacturers- straight forward
distribution.
2. For brokers & distributors- specialization was
common.
3. Some focused on organic products.
4. Others developed expertise in ethnic or
gourmet offerings.

7. WHAT IS THE HISTORY OF
CRESCENT????
Started by PETER HOOPER .
He began experimenting and then his
interest increased towards herbal and
organic drinks.
His hobby changed to business.

8. PEOPLE STARTED SPEAKING ABOUT
CRESCENT
Consumer demand increased which
inspired PDB for crescent.

9. Look & packaging ????
• Packaged in slick, tall silver 8- ounce can with
simple Crescent logo with lime green and
orange accents.
It was a clear colored liquid.
Its taste include a hint of fruit and was less
sweet than most sweet juices, cola, sports
drinks and energy drinks.

10. PACKAGING???

11. Calorie- 80
Contained lime juice, lemon juice and small
amounts of raw cane sugar and green tea.
Energy stimulants included guarana, a plant
native to south America whose seeds contained
roughly double the concentration of caffeine
found in coffee beans and ginseng.
GINSENG- a herbal supplement known to relieve
fatigue and boost concentration and endurance.
A dash of five grain salt delivered electrolytes
with each serving.

12. MARKET RESEARCH
Energy drinks: Market and consumer data,
competition, threats, and opportunities.
• Market size: The market for
energy drinks9 was growing;
between 2010 and 2012, the
market for energy drinks had
grown by 40%.
• Competition: Together, Fright,
Razor, Torque, and Stellar
accounted for 85% of
category revenue (34%, 27%,
16%, and 8%, respectively).
The remaining 15% was split
between roughly thirty
independent regional and
national producers.
• Consumer data: The largest
group of energy-drink
consumers were males
between ages 18 and 34.11
Parents of children were also
more likely to consume
energy drinks.
• Opportunity: Sales of energy
drinks with lower levels of
caffeine and purer ingredients
were rising due to consumer
demand for healthier food
and beverage choices.

13. OPPORTUNITIES

14. A broader positioning strategy.
Is Organic beverage better ???
What it if crescent positioned itself as an organic
refreshment and capitalized on the growth of the
organic food and beverage industry.
Focus on health , wellness and natural
ingredients.

15. DISCLAIMER
Created by Sowrasree Banerjee, NIT Raipur, during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow .