Crescent pure
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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.
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Crescent Pure - Case Study
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
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
Peter Hooper founded Crescent Pure in 2008 as an organic beverage company. It was later acquired by PDB Beverages in 2013. Sarah Ryan, VP of Marketing for PDB, must decide how to position Crescent Pure. It currently sells for $2.75 per 8 oz can, which is higher than competing sports drinks. Ryan considered positioning it as an organic beverage to target health-conscious consumers willing to pay a premium. However, this risks not meeting all consumer needs. The document analyzes Crescent's strengths, weaknesses, opportunities, and threats, as well as market research on consumer perceptions of energy drinks and sports drinks. It provides recommendations for celebrity endorsements and partnerships to increase awareness of Crescent Pure as a
Crescent pure
Crescent Pure was an organic, non-alcoholic beverage that was acquired by Portland Drake Beverages in 2013. It contained natural energy-enhancing ingredients like guarana, ginseng, and green tea, as well as lime, lemon, and cane sugar. The beverage was packaged in tall, silver cans and was gaining popularity due to its natural ingredients and taste. Portland Drake saw potential in Crescent Pure to expand its organic product lines. The energy drink market was growing and opportunities existed for healthier options made with purer ingredients.
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.
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 - 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
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
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Crescent Pure - Case Study
Crescent Pure is a functional beverage company acquired by Portland Drake Beverages. Sarah Ryan must recommend a positioning strategy for Crescent Pure's launch in western US states. After analyzing energy drinks versus sports drinks, consumer research finds Crescent is seen as natural and healthy. Ryan recommends positioning Crescent in the energy drink category as a healthy alternative, as it has lower caffeine and competition than sports drinks. Breakeven analysis shows the $750k advertising budget will allow Crescent to break even on annual sales of 144,000 cases.
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
Peter Hooper founded Crescent Pure in 2008 as an organic beverage company. It was later acquired by PDB Beverages in 2013. Sarah Ryan, VP of Marketing for PDB, must decide how to position Crescent Pure. It currently sells for $2.75 per 8 oz can, which is higher than competing sports drinks. Ryan considered positioning it as an organic beverage to target health-conscious consumers willing to pay a premium. However, this risks not meeting all consumer needs. The document analyzes Crescent's strengths, weaknesses, opportunities, and threats, as well as market research on consumer perceptions of energy drinks and sports drinks. It provides recommendations for celebrity endorsements and partnerships to increase awareness of Crescent Pure as a
Crescent pure
Crescent Pure was an organic, non-alcoholic beverage that was acquired by Portland Drake Beverages in 2013. It contained natural energy-enhancing ingredients like guarana, ginseng, and green tea, as well as lime, lemon, and cane sugar. The beverage was packaged in tall, silver cans and was gaining popularity due to its natural ingredients and taste. Portland Drake saw potential in Crescent Pure to expand its organic product lines. The energy drink market was growing and opportunities existed for healthier options made with purer ingredients.
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.
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 - 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
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
Crescent Pure is a functional beverage launched by Peter Hooper to provide a healthier alternative to energy and sports drinks. It was later acquired by Portland Drake Beverages, an organic beverage manufacturer. Market research showed that positioning Crescent as an energy drink would reinforce existing perceptions but highlight health risks, while positioning it as a sports drink could attract more female customers but require a higher price. The marketing director, Sarah Ryan, recommends positioning Crescent as a broad organic beverage to appeal to its diverse target audience.
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
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: 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 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 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 Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
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 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 - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor 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 - Case Review
Michael Booth, CEO of Portland Drake Beverages, has tasked Vice President of Marketing Sarah Ryan with evaluating positioning opportunities for Crescent, a drink company they acquired. Ryan is to recommend a strategy to the executive team. Market research director Matt Levor conducted research on positioning Crescent as an energy drink, sports drink, or organic beverage. His findings showed demand for a healthier alternative is growing and Crescent's customer base is not restricted to those seeking energy. He recommends the organic beverage positioning due to the emerging market and lack of competition.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
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
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 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.
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
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
A Harvard case study of Crescent Pure under the guidance of Prof. Sameer Mathur as a part of a marketing internship
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
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 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
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Crescent pure
Crescent Pure is a functional beverage launched by Peter Hooper to provide a healthier alternative to energy and sports drinks. It was later acquired by Portland Drake Beverages, an organic beverage manufacturer. Market research showed that positioning Crescent as an energy drink would reinforce existing perceptions but highlight health risks, while positioning it as a sports drink could attract more female customers but require a higher price. The marketing director, Sarah Ryan, recommends positioning Crescent as a broad organic beverage to appeal to its diverse target audience.
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
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: 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 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 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 Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
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 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 - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor 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 - Case Review
Michael Booth, CEO of Portland Drake Beverages, has tasked Vice President of Marketing Sarah Ryan with evaluating positioning opportunities for Crescent, a drink company they acquired. Ryan is to recommend a strategy to the executive team. Market research director Matt Levor conducted research on positioning Crescent as an energy drink, sports drink, or organic beverage. His findings showed demand for a healthier alternative is growing and Crescent's customer base is not restricted to those seeking energy. He recommends the organic beverage positioning due to the emerging market and lack of competition.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
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
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 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.
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
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
A Harvard case study of Crescent Pure under the guidance of Prof. Sameer Mathur as a part of a marketing internship
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
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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 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
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
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 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 Case Study
An analysis of the Harvard Case Study- Crescent Pure. This case study was prepared during a marketing Internship under the guidance of Professor Sameer Mathur, IIM Lucknow
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
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
PDB plans to launch their new non-alcoholic beverage Crescent Pure in three western states. There is debate around how to position the product. Vice President of Marketing Sarah Ryan must evaluate positioning options and make a recommendation. The options are sports drink, organic drink, or energy drink. Ryan's analysis of the markets and consumer research leads her to recommend positioning Crescent Pure as a healthy, natural energy drink to target consumers aged 18-30. This positioning takes advantage of growing demand for lower caffeine energy drinks and allows Crescent to compete in a market with less competition compared to the sports drink industry.
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 - A Harvard Case Study
Representatives of Portland Drake Beverages are in a fix trying to determine a product position for their newly acquired firm Crescent Pure. What should they do? A Case Study.
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 case study
PDB acquired Crescent Pure, an organic juice drink company, and wanted to position its brand to expand into the functional beverage market. Crescent Pure was currently seen as an energy drink by consumers due to its 80mg of caffeine. PDB analyzed positioning it as an energy drink, sports drink, or organic drink. Positioning as an organic energy drink was chosen to appeal to perceptions of it being healthy while capitalizing on the booming energy drink market. This positioning aimed to make inroads into the organic drink market through brand extension. However, break even analysis showed Crescent Pure would barely break even with its $750,000 advertising budget.
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 pure HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
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
- 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
Cresent pure
PDB acquired Crescent Pure, an organic energy drink, and must decide on its market positioning strategy. Market research showed the energy drink market growing at 58.82% by 2018 with opportunities for healthier options. Crescent Pure customer studies found it appealing for its healthy ingredients and slight energy boost across demographics. Optimal positioning is as an organic energy drink due to the growing market, Crescent Pure's organic certification, and differentiation from unhealthy competitors. Pricing Crescent Pure affordably at $2.75 per can would maintain market share while covering costs. Advertising $750,000 in 2014, PDB would need to sell 142,045 cases to breakeven with extra capacity allowing $10,320 in profits.
Crescent pure
Peter Hooper founded Crescent Pure in 2008 to produce a natural energy drink containing herbal supplements and caffeine. It was acquired by PDP in 2009 due to high demand. As Vice President of Marketing, Sarah Ryan must create a product positioning strategy for Crescent Pure within 6 weeks. She analyzes positioning it as an organic drink, sports drink, or energy drink. Research shows the organic drink market has the widest consumer base and is emerging. An organic energy drink positioning would appeal to health-conscious consumers and benefit from both the organic and energy drink markets. Ryan recommends positioning Crescent Pure as an organic energy drink due to the growing organic drinks market and its health benefits over typical energy drinks.
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Crescent pure
- 1. Crescent Pure A Harvard Case Study
- 3. Manufacturer of organic juice and sparkling water. Wanted to expand into functional beverage sector through acquisition. Acquired Crescent in July 2013.
- 4. Crescent Pure Founded by Peter Hooper in 2008 when he an opportunity in the local market. All natural organic juice infused with herbal stimulants delivered 80mg caffeine. Good reception among both men and women.
- 5. Michael booth- CEO Portland Drake Beverages. Sarah Ryan- Vice President of Marketing Portland Drake Beverages. Matt Levor- PDB’s Director of market research. Peter Hooper- Founder of Crescent Pure
- 6. PDB acquired Crescent Pure to expand into the growing functional drink industry. The task of figuring out the right marketing approach falls in the hands of Vice President of Marketing – Sarah Ryan. She has two options Energy drink Sports drink
- 7. Industry specifics related to each marketing option The potential benefits and drawbacks of each option Final Recommendation.
- 8. OPTIONS Energy drink Sports drink
- 9. PROS CONS Heavy market growth projection in the coming years Average price of can $3. People are starting to favor healthier drinks which works in favor. Health risks area major concern. Entry into market is difficult. People have reduced drinking energy drinks due to health concerns.
- 10. PROS CONS Attracts wider customer base than energy drinks Increased number of young drinkers. Markey grew 33% in 2 years . Market size expected to double in 4 years. Child obesity is a major concern. Top Brands dominate the market space. Price less than that touted by crescent Pure. Only 27% consumers women.
- 11. A THIRD POSITIONING OPTION? Ryan upon analysis of the market research found out that she had a third positioning option. Organic beverage
- 13. My Recommendation would be to market Crescent Pure as an Organic beverage.
- 15. HOW IS CRESCENT PURE DIFFERENT FROM THE CROWD? * CRESCENT PURE
- 16. 0 10 20 30 40 50 60 energy drink sports drink crescent pure Crescent pure has a clear advantage over both energy drinks and sports drinks.
- 18. BREAK EVEN ANALYSIS Advertising Budget $750,000 Cases sold every month 12000 Cases sold annually 144,000 Bottles per case 24 Price to wholesalers $29.76 Variable cost $24.48 Profit per case $5.28 No of cases to breakeven. 142,045.45 Extra cases sold 1954.55 Overall profit. $10,320
- 19. Companies involved *Crescent Pure *PDB OPTIONS Energy drink Sports drink
- 20. Created by S.T Vigneshwaran SSN college of engineering under the esteemed guidance of Prof. Sameer Mathur, IIM Lucknow.