Crescent pure
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Crescent Pure is a non-alcoholic beverage developed by PDB to provide energy and hydration using organic ingredients. PDB is considering a soft launch of Crescent Pure in 2014 and must decide whether to position it as an energy drink or sport drink. Positioning it as a sport drink targeting men aged 18-24 and placing it in the premium category is recommended to take advantage of the growing sports drink market and demand for healthier options with lower caffeine.
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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.
Crescent
Peter Hooper founded Crescent Beverage in 2008 after seeing a market opportunity for a healthy energizing drink. After promoting at local markets, demand grew in the Portland area. In 2012, Portland Drake Beverages acquired Crescent as consumer demand for organic products was rising. PDB lowered the price to $2.75 per can and distribution expanded. Consumer testing found that Crescent was viewed as refreshing, healthy, and affordable compared to energy drinks, though some younger consumers found it lacked energy. The target demographic were males aged 18-34 with a college education and household income of $42,500.
Crescent Pure
Crescent Pure is a drink created in 2008 and acquired by Portland Drake Beverages in order to expand revenues. PDB needs to finalize a positioning strategy for Crescent Pure. It is currently considering energy drink, sports drink, or organic drink positioning. An energy drink positioning aligns with consumer perceptions but has competition from dominant brands. A sports drink positioning has broader appeal but concerns around obesity. Market research found consumers viewed Crescent as an energy drink and positioning it as an "organic energy drink" could reinforce this while appealing to demand for healthier options. PDB's analysis found positioning as an organic energy drink was the best strategy.
Crescent Case Study
PDB acquired Crescent Pure and Sarah Ryan must recommend a product positioning strategy. Crescent Pure provides benefits like low sugar, organic ingredients, and caffeine similar to coffee at an affordable price compared to energy drinks and other organic drinks. After analyzing Crescent Pure against the energy drink and sports drink markets in terms of size, consumers, competition and pricing, Ryan recommends positioning Crescent Pure as an affordable, healthy energy drink, as this growing market provides the best opportunity.
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.
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 Case Study
Portland Drake Beverages (PDB) manufactures organic juices and sparkling waters. In 2012, the CEO wanted to expand into functional beverages like energy and sports drinks. PDB acquired Crescent Pure, a non-alcoholic, organic energy drink with caffeine from herbal stimulants and 70% less sugar than competitors. The document provides background on PDB, Crescent, and analyzes positioning and market opportunities for the new product.
Crescent Pure (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Recommended
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.
Crescent
Peter Hooper founded Crescent Beverage in 2008 after seeing a market opportunity for a healthy energizing drink. After promoting at local markets, demand grew in the Portland area. In 2012, Portland Drake Beverages acquired Crescent as consumer demand for organic products was rising. PDB lowered the price to $2.75 per can and distribution expanded. Consumer testing found that Crescent was viewed as refreshing, healthy, and affordable compared to energy drinks, though some younger consumers found it lacked energy. The target demographic were males aged 18-34 with a college education and household income of $42,500.
Crescent Pure
Crescent Pure is a drink created in 2008 and acquired by Portland Drake Beverages in order to expand revenues. PDB needs to finalize a positioning strategy for Crescent Pure. It is currently considering energy drink, sports drink, or organic drink positioning. An energy drink positioning aligns with consumer perceptions but has competition from dominant brands. A sports drink positioning has broader appeal but concerns around obesity. Market research found consumers viewed Crescent as an energy drink and positioning it as an "organic energy drink" could reinforce this while appealing to demand for healthier options. PDB's analysis found positioning as an organic energy drink was the best strategy.
Crescent Case Study
PDB acquired Crescent Pure and Sarah Ryan must recommend a product positioning strategy. Crescent Pure provides benefits like low sugar, organic ingredients, and caffeine similar to coffee at an affordable price compared to energy drinks and other organic drinks. After analyzing Crescent Pure against the energy drink and sports drink markets in terms of size, consumers, competition and pricing, Ryan recommends positioning Crescent Pure as an affordable, healthy energy drink, as this growing market provides the best opportunity.
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.
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 Case Study
Portland Drake Beverages (PDB) manufactures organic juices and sparkling waters. In 2012, the CEO wanted to expand into functional beverages like energy and sports drinks. PDB acquired Crescent Pure, a non-alcoholic, organic energy drink with caffeine from herbal stimulants and 70% less sugar than competitors. The document provides background on PDB, Crescent, and analyzes positioning and market opportunities for the new product.
Crescent Pure (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
HBR_Crescent_Pure
PDB acquired Crescent Pure, an organic juice drink containing caffeine, in July 2013. Crescent Pure aimed to position itself in the growing energy drink market by October 2013 through a soft launch in 3 states with $750,000 in advertising. Market research showed Crescent Pure was perceived as refreshing, healthy, and functional by consumers aged 18-24. Positioning it as an organic energy drink could reinforce these perceptions and help it break even with monthly sales of 12,000 cases by generating $760,320 in annual profit.
Crescent Pure HBR Case Study Analysis
This document summarizes an energy drink. It contains lime juice, lemon juice, green tea, and small amounts of cane sugar. It also includes electrolytes from salt and herbal stimulants from guarana and ginseng. Each 8 ounce can contains one 80 calorie serving. A consumer study found it appealed to those looking for an "anytime beverage." It has a low sugar content and uses only natural ingredients, which attracts health-conscious customers. A SWOT analysis finds strengths in being organic and having natural ingredients and stimulants, while weaknesses include higher price and lack of brand awareness. Opportunities exist in growing health consciousness and markets, while threats include competition and potential regulation.
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
Crescent Pure Case Analysis
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing energy drink market.
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure
The document summarizes a Harvard Business School case study about Portland Drake Beverages executives meeting to determine product positioning and advertising for their new organic beverage, Crescent Pure. They are deciding between positioning it as an energy drink, sports drink, or broader organic health and wellness beverage. Students studying the case will explore customer segmentation, product differentiation and evaluating perceptual maps for market research.
Crescent pure HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
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 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
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
Case Analysis - Crescent Pure
This is my case analysis submission for Marketing Management Class at California State University East Bay (Winter 2018), by Professor Yi He.
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- 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 - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
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.
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.
HBS Case Analysis : Crescent Pure
PDB acquired Crescent Pure to expand its organic product lines. Crescent Pure is a functional beverage combining organic energy-enhancing and hydrating ingredients. It provides the caffeine of coffee but with 70% less sugar than sports and energy drinks. PDB launched Crescent Pure in three western states and planned further advertising investments. The VP of marketing must decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Market analysis showed growth in low-sugar sports and energy drinks as well as the organic drink movement in the launch region. Customer surveys found Crescent Pure appeals as a healthy alternative with good taste and mild energy. The presentation recommends positioning Crescent Pure as an organic drink to target both health
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.
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.
Crescent pure
The document discusses positioning options for the organic beverage Crescent Pure, which was recently acquired by Portland Drake Beverages. It analyzes positioning the drink as an energy drink, sports drink, or organic drink. Demographic data and perceptual maps of consumers are presented. The recommendation is to position Crescent as an organic drink due to the growing market, lack of competition, and health-conscious consumer base. A breakeven analysis is also included.
Crescent Pure Case Study Analysis
Portland Drake Beverages acquired Crescent Pure, a non-alcoholic functional beverage combining energy-enhancing and hydrating organic ingredients. With six months left to decide on Crescent Pure's positioning, research showed it had characteristics of both energy and sports drinks. Three options were considered: positioning as an energy drink, sports drink, or organic drink. Analysis of market trends, consumer data, and insights favored positioning Crescent Pure as an energy drink to leverage the growing low-sugar energy drink market. Financial projections estimated that with this positioning, Portland Drake would break even and eventually earn a net annual profit of $10,320.
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HBR_Crescent_Pure
PDB acquired Crescent Pure, an organic juice drink containing caffeine, in July 2013. Crescent Pure aimed to position itself in the growing energy drink market by October 2013 through a soft launch in 3 states with $750,000 in advertising. Market research showed Crescent Pure was perceived as refreshing, healthy, and functional by consumers aged 18-24. Positioning it as an organic energy drink could reinforce these perceptions and help it break even with monthly sales of 12,000 cases by generating $760,320 in annual profit.
Crescent Pure HBR Case Study Analysis
This document summarizes an energy drink. It contains lime juice, lemon juice, green tea, and small amounts of cane sugar. It also includes electrolytes from salt and herbal stimulants from guarana and ginseng. Each 8 ounce can contains one 80 calorie serving. A consumer study found it appealed to those looking for an "anytime beverage." It has a low sugar content and uses only natural ingredients, which attracts health-conscious customers. A SWOT analysis finds strengths in being organic and having natural ingredients and stimulants, while weaknesses include higher price and lack of brand awareness. Opportunities exist in growing health consciousness and markets, while threats include competition and potential regulation.
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
Crescent Pure Case Analysis
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing energy drink market.
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure
The document summarizes a Harvard Business School case study about Portland Drake Beverages executives meeting to determine product positioning and advertising for their new organic beverage, Crescent Pure. They are deciding between positioning it as an energy drink, sports drink, or broader organic health and wellness beverage. Students studying the case will explore customer segmentation, product differentiation and evaluating perceptual maps for market research.
Crescent pure HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
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 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
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
Case Analysis - Crescent Pure
This is my case analysis submission for Marketing Management Class at California State University East Bay (Winter 2018), by Professor Yi He.
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- 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 - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
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.
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.
HBS Case Analysis : Crescent Pure
PDB acquired Crescent Pure to expand its organic product lines. Crescent Pure is a functional beverage combining organic energy-enhancing and hydrating ingredients. It provides the caffeine of coffee but with 70% less sugar than sports and energy drinks. PDB launched Crescent Pure in three western states and planned further advertising investments. The VP of marketing must decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Market analysis showed growth in low-sugar sports and energy drinks as well as the organic drink movement in the launch region. Customer surveys found Crescent Pure appeals as a healthy alternative with good taste and mild energy. The presentation recommends positioning Crescent Pure as an organic drink to target both health
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.
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.
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Cresent pure(harvard business school case) pushkar saraf
Cresent pure(harvard business school case) pushkar saraf
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Crescent pure
The document discusses positioning options for the organic beverage Crescent Pure, which was recently acquired by Portland Drake Beverages. It analyzes positioning the drink as an energy drink, sports drink, or organic drink. Demographic data and perceptual maps of consumers are presented. The recommendation is to position Crescent as an organic drink due to the growing market, lack of competition, and health-conscious consumer base. A breakeven analysis is also included.
Crescent Pure Case Study Analysis
Portland Drake Beverages acquired Crescent Pure, a non-alcoholic functional beverage combining energy-enhancing and hydrating organic ingredients. With six months left to decide on Crescent Pure's positioning, research showed it had characteristics of both energy and sports drinks. Three options were considered: positioning as an energy drink, sports drink, or organic drink. Analysis of market trends, consumer data, and insights favored positioning Crescent Pure as an energy drink to leverage the growing low-sugar energy drink market. Financial projections estimated that with this positioning, Portland Drake would break even and eventually earn a net annual profit of $10,320.
Crescent pure
Sarah Ryan must decide whether to position Crescent Pure as an energy drink or sports drink. Crescent was recently acquired by PDB and will launch in three western states. Positioning impacts distributor selection and marketing strategy. While the energy drink market is larger and growing, Crescent's low caffeine and sugar content may appeal more to health-conscious consumers as a sports drink. Consumer research also found Crescent seen as more refreshing, healthy, and natural than typical energy or sports drinks.
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 ppt
PDB's CEO has tasked the VP of Marketing Sarah Ryan with evaluating positioning strategies for Crescent Pure, a newly acquired beverage brand. Sarah must choose between positioning it as an energy drink, sports drink, or organic drink. After analyzing each market and Crescent Pure's strengths, Sarah recommends an organic sports drink positioning to differentiate it and appeal to a wider age range. A break-even analysis shows PDB will earn a $10,320 profit within a year by targeting $760,320 in revenue, exceeding its $750,000 goal.
Crescent pure
PDB acquired Crescent Pure, an organic juice and sparkling water company that generated $120.5M in revenues by 2012. The CEO tasked the VP of Marketing to develop a positioning strategy for Crescent Pure's launch. After analyzing the energy drink and sports drink markets, and consumer reactions to Crescent Pure, the optimal strategy is to position it as an organic energy drink. It will target the young, active 18-34 demographic with its healthier organic profile and lower sugar content than competitors' drinks. The drink will be priced at $2.75 per 8 oz can to be competitive in the large energy drink market while still earning a profit.
Crescent Pure- Harvard case study
PDB acquired Crescent Pure to expand its organic beverage offerings. As the new product, Crescent Pure needs to be positioned in the market. Market research shows an opportunity for an organic energy drink as energy and sports drinks have declined and healthier options with natural ingredients have grown popular. Positioning Crescent Pure as an organic energy drink for the 18-34 age group takes advantage of this opportunity while differentiating it from competitors' drinks as a healthier alternative with less sugar and natural stimulants. It should be priced at $2.75 per 8 oz can to be competitive in the large energy drink market and capture a premium price in the growing sports drink market.
Crescent pure
Sarah Ryan, VP of Marketing at PDB, must decide whether to position Crescent Pure as an energy drink, sports drink, or organic health drink. The document provides market research on the size and growth of the energy drink and sports drink markets. If positioned as an energy drink, Crescent Pure would have $51 million in sales, but high caffeine and concerns over health may be issues. As a sports drink, it could achieve $19.5 million in sales, targeting a younger demographic. Based on expenditures and revenues, positioning it as a sports drink may be most viable. The assistant recommends Crescent Pure be positioned as a sports drink or, if an organic drink, more market research is needed to support that decision.
CRESCENT PURE HARVARD BUSINESS SCHOOL
PDB is launching a new organic beverage called Crescent and must decide on a product positioning strategy. Crescent could be positioned as an energy drink to target the fast growing energy drink market or as a sports drink. As an energy drink, Crescent offers healthier alternatives to traditional energy drinks in its organic certification and lower sugar content. However, the energy drink market is highly competitive. As a sports drink, Crescent offers hydration and energy benefits for athletic performance but the sports drink market growth is slower. Positioning as a new organic beverage category avoids competition but requires more time and budget. After analyzing strengths, weaknesses, opportunities and threats, an organic energy drink positioning is recommended to leverage the energy drink market while appealing to health
Crescent Pure HBS - Case Analysis - Adesh Sharma, IIT Delhi
The document discusses product positioning strategies for Crescent Pure, an organic energy drink acquired by Portland Drake Beverages. It analyzes positioning it as an energy drink or sports drink and examines consumer perception and market research data. It also considers positioning it as an organic beverage. The marketing team recommends positioning it as a mixture of organic and energy drink based on its benefits over drawbacks of each option. Financial projections show it would break-even in its first year with this strategy.
Crescent pure
The document summarizes a Harvard Business School case study about Crescent, a non-alcoholic beverage company acquired by PDB. PDB's management team disagreed on how to position Crescent in the market. Some felt it should be an energy drink while others supported a sports drink positioning. Market research showed Crescent performed well compared to other brands in key energy drink attributes. Launching Crescent as an energy drink in western US states was recommended given the larger and growing energy drink market size compared to sports drinks.
Crescent pure
- Peter Hooper founded Crescent Pure in 2008 as a non-alcoholic, organic juice beverage infused with herbal stimulants and 80mg of caffeine. It sold out quickly and demand remained high.
- Portland Drake Beverages acquired Crescent Pure in 2013 to expand into the functional beverage market. However, Crescent Pure faces competition from large energy drink brands and constraints in production capacity.
- A SWOT analysis found Crescent Pure's strengths were its lower sugar content and natural ingredients appealing to health-conscious consumers. However, it lacked brand awareness and some may not view its caffeine content as enough. The recommendation was to position Crescent Pure as an organic energy drink to target the
Crescent Pure: A Harvard Business School Case Study
This presentation was made by Renil Shah during Marketing Internship under Professor Sameer Mathur of IIM Lucknow.
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 ppt.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
Harvard Business Case study on Crescent Pure.
Crescent Pure is a non-alcoholic beverage slightly infused with organic juices and herbal stimulants like caffeine, providing refreshment, energy, and mental focus. Portland Drake Beverages acquired Crescent to expand into the growing functional beverage market and maximize revenues, allocating $750,000 to advertising. The energy drink market is large but saturated, while the sports drink market has more customers but slower growth; the organic market appeals to health but not a wide range on Crescent's budget. Crescent's ingredients, low sugar, and wider appeal position it for the functional beverage market.
Crescent pure
PDB acquired Crescent Pure to expand into the functional beverage market. Sarah Ryan must choose between marketing Crescent Pure as an energy drink or sports drink. While energy drinks have strong growth, health concerns exist. Sports drinks attract a wider audience but the market is dominated by top brands. Ryan finds a third option is to market as an organic beverage, leveraging Crescent Pure's advantage over energy and sports drinks. A break-even analysis shows marketing as organic would earn a small profit in the first year.
Crescent pure
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
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
This document analyzes the positioning of Crescent Pure, a healthy, energizing beverage produced by Crescent Pure and acquired by Portland Drake Beverages in 2013. It considers positioning the drink as an energy drink, sports drink, or organic drink. Market research shows consumers describe energy drinks as refreshing but too sweet for teens, and sports drinks as hydrating but perceive both as low nutrition. The document recommends positioning Crescent Pure as a natural, functional organic drink to attract health-conscious consumers, though this would require a large marketing budget and distribution channels. Break-even analysis shows the company could profit $10,320 from projected annual production capacity.
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Crescent pure
- 2. What is Crescent Pure? Crescent Pure is a non-alcoholic beverage developed by PDB(Portland Drake Beverage) which emphasise on: 1.Energy-enhancing 2.Hydrating 3.Organic Ingredients
- 4. SITUATION PDB’s production constraints restrained to launch soft drinks nationally. Hence PDB planned to embark on a soft launch in 2014. Portable Drake Beverage(PDB) acquired Crescent with an aim of expanding and maximizing their revenue. Sarah Ryan, VP Marketing- PDB has to make a decision on product positioning strategy for Crescent pure.
- 5. Which positioning strategy? Energy Drink Positioning Sport Drink Positioning
- 7. 1. Fright, Razor, Torque and Stellar accounted for 85% of category revenue 2.The remaining 15% was split between around 30 regional and national producers.
- 8. Great demand for energy drinks with lower caffeine and purer ingredients due to demand of consumers for healthier foods and beverages.
- 11. In 2012 market for sports drink was $6.3 billion in US and expected to grow to $9.58 by 2017
- 12. 1. Gleam 73% 2. Drip 21% 3. 6% leftovers split among 20 producers
- 18. RESULT • The Crescent Pure should be positioned as an organic healthy Sport Drink to target men of age 18-24. • The product should be placed in the premium category.
- 19. OVERVIEW
- 20. DISCLAIMER This presentation has been prepared by Karthik Krishnakumar, NITK Surathkal during an internship under the mentorship of Prof. Sameer Mathur, IIM Lucknow.