Crescent pure
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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 : 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.
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
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- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure
Crescent Pure - Harvard Case Study. Prepared during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
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.
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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 : 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.
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
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- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure
Crescent Pure - Harvard Case Study. Prepared during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
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
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
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 (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Crescent Pure
The document discusses a company called PDB's plans to acquire and reposition the drink Crescent. Crescent is a non-alcoholic, organic beverage that provides an energy boost without the high sugar levels of typical energy drinks. PDB believes Crescent can be positioned as a healthier sports drink alternative. The document outlines PDB's marketing strategies, which include using celebrity endorsements and sponsorship to raise awareness of Crescent among younger consumers and position it as a healthier lifestyle choice. It also discusses conducting market research to determine the optimal positioning and pricing for Crescent.
Crescent pure - Harvard Case Study
Peter Hooper founded Crescent Pure in 2008 to create a healthier alternative to energy and sports drinks. The company was later acquired by Portland Drake Beverages. Sarah Ryan of PDB must decide how to position Crescent Pure. It could be positioned as an energy drink or sports drink. Data shows the energy drink market is larger but growing more slowly, while sports drinks have stagnated but Crescent Pure is not hydrating enough. Positioning it as a new "healthy drink" category could work but PDB only has $750,000 for advertising. Break-even analysis shows this is not enough for a broad campaign. Therefore, Ryan decides to position Crescent Pure as an organic energy drink, which fits its qualities and the growing market
Crescent pure - Case Study
Crescent Pure was a non-alcoholic beverage founded in 2008 and acquired by Portland Dark Beverages in 2013. It contained energy-enhancing, hydrating, and organic ingredients. Michael Booth, the CEO of PDB, was analyzing options to position Crescent Pure either as an energy drink or sports drink. Positioning it as an energy drink offered larger market share but also faced more competition and negative publicity regarding health risks. Positioning it as a sports drink faced a smaller market but was seen as more refreshing and healthy. Through market insights and break even analysis, Booth evaluated highlighting Crescent Pure's healthy and organic roots as a potential strategy.
CRESCENT PURE:HARVARD CASE STUDY
This is a Harvard case study on crescent pure which talks about its history,brand positioning along with DATA INTERPRETATION
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This media plan was created for my Introduction to Media course. Our job was to pick a brand and develop a real life media plan that could potentially be used in the corporate world. Although our particularly choices were subjective, we had to ensure that our media buys had both a rhyme and a reason.
Crescent pure
it's a HBR case ( Crescent pure ) analysed by raviraj nehra {NITW} created during marketing management internship under professor sameer mathur {IIM lucknow}.
CRESCENT PURE - CASE STUDY
- Crescent Pure was founded in 2008 and was acquired by Portland Drake Beverages in 2013 to expand distribution.
- It is an organic beverage with caffeine equivalent to coffee but 70% less sugar.
- Michael Booth asked Ryan to evaluate positioning options for Crescent and recommend a strategy. The options considered were energy drink, sports drink, and organic beverage.
- An analysis of the energy drink market showed it was growing rapidly and Crescent could position itself as a healthier organic energy drink alternative, capitalizing on existing perceptions from its origins.
HBC
Healthy Brands Collective is a health food company founded in 2006 that produces organic and healthier food alternatives. In 2013, the company's sales revenue was $13 million, a 230% increase over the previous year, with 21-50 employees across 10 product lines. The company's CEO, Dan Ratner, has over 40 years of experience in natural foods and beverages.
IMC Campaign Planning Final Presentation
Gatorade is launching a new line of drinks called H2 to enter the flavored water market. H2 will distinguish itself from competitors by using only natural and organic ingredients. The campaign will target women ages 22-25 focused on healthy living. Objectives include increasing awareness of H2 by 25% in 3 months and growing social media followers by 15% over the same period. The creative plan features TV ads, a website with SEO, blogs, social media, and guerrilla marketing to introduce H2 as the purest way to live healthily.
HighVit Vitamin Drink
HighVit produces functional drinks enriched with vitamins and minerals to support immunity, energy, and digestion. The drinks have no artificial ingredients. As consumers increasingly seek beverages with health benefits, HighVit aims to be a healthy alternative to soft drinks for urban adults aged 27-35 through competitive pricing, popular flavors, and marketing support.
Issues faced in food and beverage srvice
The document discusses several issues regarding food in the service industry, including consumer concerns and junk food. Consumer demands are driving the food options, as they want choices, hygiene, variety, taste, healthy options, and convenience. Junk food is becoming an issue, as it is cheap, available, and appealing to young people, but can lead to health problems like obesity. However, consumers are increasingly focused on health and preferring natural foods over junk food. Food companies are working to address this by reformulating products to be healthier and promoting wellness through new options.
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Crescent pure case by Akanksha Malviya
Crescent Pure, which was acquired by Portland Drake Company, needs a new market positioning to align with PDC's brand values. It can position itself as an energy drink, sports drink, or healthy organic beverage. Market trends show growth in organic foods and healthier drinks with low caffeine. The document recommends positioning Crescent Pure as a healthy organic energy drink to capitalize on these trends and have a competitive advantage over competitors planning new trendier and healthier products. This positioning aligns with consumer perception of Crescent and allows it to charge premium prices as the first mover in this category.
MarketSegmentation
Blueprint Juice conducted market segmentation to identify new customer segments and increase revenue. They surveyed 60 cold pressed juice drinkers and used Ward's clustering method to identify 3 segments. Segment 1, "Healthy Eaters", drinks juice as meal replacement and has highest income. Segment 2, "Real Juicers", drinks for nutrition and taste. Segment 3, "Taste Lovers", primarily drinks for flavor. The analysis provides strategies to target each segment, such as radio ads for Healthy Eaters and gym promotions for Real Juicers. The first two segments have growth potential while the third is less marketable. Blueprint can use these insights to boost brand awareness by 30% and revenue by 15%.
Global Food Trends –Influencing Future Product Development -Pam Yates
This document discusses global food trends and their influence on future product development. It identifies several key trends in 2013 including naturalness, high protein foods, and new ingredients. Naturalness and free-from claims were popular, driven by food scandals. High protein foods grew in popularity, especially Greek yogurt and snacks. Emerging ingredients included those for energy, beauty, and weight loss. Looking forward, the document predicts growth in beauty ingredients like collagen and slimming ingredients like catechins. Protein claims will expand beyond the US and dairy. Natural ingredients with health benefits will remain important.
Food Evolution in America: Its Impact on Food Trends, Consumer Behavior, Nati...
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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
CRESCENT PURE - Harvard Case Study Analysis, by Guhapriya Sridhar, during an internship with Prof. Sameer Mathur, IIM-Lucknow.
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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
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 (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
Crescent Pure
The document discusses a company called PDB's plans to acquire and reposition the drink Crescent. Crescent is a non-alcoholic, organic beverage that provides an energy boost without the high sugar levels of typical energy drinks. PDB believes Crescent can be positioned as a healthier sports drink alternative. The document outlines PDB's marketing strategies, which include using celebrity endorsements and sponsorship to raise awareness of Crescent among younger consumers and position it as a healthier lifestyle choice. It also discusses conducting market research to determine the optimal positioning and pricing for Crescent.
Crescent pure - Harvard Case Study
Peter Hooper founded Crescent Pure in 2008 to create a healthier alternative to energy and sports drinks. The company was later acquired by Portland Drake Beverages. Sarah Ryan of PDB must decide how to position Crescent Pure. It could be positioned as an energy drink or sports drink. Data shows the energy drink market is larger but growing more slowly, while sports drinks have stagnated but Crescent Pure is not hydrating enough. Positioning it as a new "healthy drink" category could work but PDB only has $750,000 for advertising. Break-even analysis shows this is not enough for a broad campaign. Therefore, Ryan decides to position Crescent Pure as an organic energy drink, which fits its qualities and the growing market
Crescent pure - Case Study
Crescent Pure was a non-alcoholic beverage founded in 2008 and acquired by Portland Dark Beverages in 2013. It contained energy-enhancing, hydrating, and organic ingredients. Michael Booth, the CEO of PDB, was analyzing options to position Crescent Pure either as an energy drink or sports drink. Positioning it as an energy drink offered larger market share but also faced more competition and negative publicity regarding health risks. Positioning it as a sports drink faced a smaller market but was seen as more refreshing and healthy. Through market insights and break even analysis, Booth evaluated highlighting Crescent Pure's healthy and organic roots as a potential strategy.
CRESCENT PURE:HARVARD CASE STUDY
This is a Harvard case study on crescent pure which talks about its history,brand positioning along with DATA INTERPRETATION
Keurig Media Plan
This media plan was created for my Introduction to Media course. Our job was to pick a brand and develop a real life media plan that could potentially be used in the corporate world. Although our particularly choices were subjective, we had to ensure that our media buys had both a rhyme and a reason.
Crescent pure
it's a HBR case ( Crescent pure ) analysed by raviraj nehra {NITW} created during marketing management internship under professor sameer mathur {IIM lucknow}.
CRESCENT PURE - CASE STUDY
- Crescent Pure was founded in 2008 and was acquired by Portland Drake Beverages in 2013 to expand distribution.
- It is an organic beverage with caffeine equivalent to coffee but 70% less sugar.
- Michael Booth asked Ryan to evaluate positioning options for Crescent and recommend a strategy. The options considered were energy drink, sports drink, and organic beverage.
- An analysis of the energy drink market showed it was growing rapidly and Crescent could position itself as a healthier organic energy drink alternative, capitalizing on existing perceptions from its origins.
HBC
Healthy Brands Collective is a health food company founded in 2006 that produces organic and healthier food alternatives. In 2013, the company's sales revenue was $13 million, a 230% increase over the previous year, with 21-50 employees across 10 product lines. The company's CEO, Dan Ratner, has over 40 years of experience in natural foods and beverages.
IMC Campaign Planning Final Presentation
Gatorade is launching a new line of drinks called H2 to enter the flavored water market. H2 will distinguish itself from competitors by using only natural and organic ingredients. The campaign will target women ages 22-25 focused on healthy living. Objectives include increasing awareness of H2 by 25% in 3 months and growing social media followers by 15% over the same period. The creative plan features TV ads, a website with SEO, blogs, social media, and guerrilla marketing to introduce H2 as the purest way to live healthily.
HighVit Vitamin Drink
HighVit produces functional drinks enriched with vitamins and minerals to support immunity, energy, and digestion. The drinks have no artificial ingredients. As consumers increasingly seek beverages with health benefits, HighVit aims to be a healthy alternative to soft drinks for urban adults aged 27-35 through competitive pricing, popular flavors, and marketing support.
Issues faced in food and beverage srvice
The document discusses several issues regarding food in the service industry, including consumer concerns and junk food. Consumer demands are driving the food options, as they want choices, hygiene, variety, taste, healthy options, and convenience. Junk food is becoming an issue, as it is cheap, available, and appealing to young people, but can lead to health problems like obesity. However, consumers are increasingly focused on health and preferring natural foods over junk food. Food companies are working to address this by reformulating products to be healthier and promoting wellness through new options.
Naked Juice Ad Book
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BlogWell Boston Social Media Case Study: Green Mountain Coffee Roasters, pres...
This document summarizes a presentation given by Crystal King, the Social Media Manager at Green Mountain Coffee Roasters, at the BlogWell conference in Boston on October 22, 2013. The presentation discusses how Green Mountain uses social media to engage customers and build brand loyalty for its Keurig coffee brand, which generates $1.3 billion in annual sales. Key aspects covered include hiring social media specialists, developing response strategies, addressing customer complaints on social media to turn unhappy customers happy, and measuring cost savings from reducing call center inquiries. Data showed Keurig outpaced competitors in social media love and response rates, helping establish it as a top socially devoted brand.
Crescent pure case by Akanksha Malviya
Crescent Pure, which was acquired by Portland Drake Company, needs a new market positioning to align with PDC's brand values. It can position itself as an energy drink, sports drink, or healthy organic beverage. Market trends show growth in organic foods and healthier drinks with low caffeine. The document recommends positioning Crescent Pure as a healthy organic energy drink to capitalize on these trends and have a competitive advantage over competitors planning new trendier and healthier products. This positioning aligns with consumer perception of Crescent and allows it to charge premium prices as the first mover in this category.
MarketSegmentation
Blueprint Juice conducted market segmentation to identify new customer segments and increase revenue. They surveyed 60 cold pressed juice drinkers and used Ward's clustering method to identify 3 segments. Segment 1, "Healthy Eaters", drinks juice as meal replacement and has highest income. Segment 2, "Real Juicers", drinks for nutrition and taste. Segment 3, "Taste Lovers", primarily drinks for flavor. The analysis provides strategies to target each segment, such as radio ads for Healthy Eaters and gym promotions for Real Juicers. The first two segments have growth potential while the third is less marketable. Blueprint can use these insights to boost brand awareness by 30% and revenue by 15%.
Global Food Trends –Influencing Future Product Development -Pam Yates
This document discusses global food trends and their influence on future product development. It identifies several key trends in 2013 including naturalness, high protein foods, and new ingredients. Naturalness and free-from claims were popular, driven by food scandals. High protein foods grew in popularity, especially Greek yogurt and snacks. Emerging ingredients included those for energy, beauty, and weight loss. Looking forward, the document predicts growth in beauty ingredients like collagen and slimming ingredients like catechins. Protein claims will expand beyond the US and dairy. Natural ingredients with health benefits will remain important.
Food Evolution in America: Its Impact on Food Trends, Consumer Behavior, Nati...
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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
CRESCENT PURE - Harvard Case Study Analysis, by Guhapriya Sridhar, during an internship with Prof. Sameer Mathur, IIM-Lucknow.
Harward business school case study
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.
Crescent pure Harvard case
Michael Booth, CEO of PDB, assigned Sarah Ryan the task of recommending how to position Crescent Pure over the next 6 weeks. Ryan was to analyze positioning Crescent Pure as either an energy drink or sports drink. As an energy drink, Crescent Pure faces significant competition but could leverage its organic certification and lower caffeine/sugar. However, energy drinks are facing health scrutiny. As a sports drink, Crescent Pure could target the growing low-sugar market but would have difficulty competing against established brands. Ryan was to advise on the benefits and drawbacks of each option and provide a final recommendation to Booth.
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
Crescent pure: Case Study.
This presentation has been created by Ayush Tyagi, IIT Roorkee, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
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.
Case Study on Crescent Pure
This case study examines positioning options for Crescent Pure, an organic energy drink, after it was acquired by PDB. Crescent is currently positioned as an organic drink made from natural ingredients like guarana and green tea. The options are to position it as a sports drink, energy drink, or organic drink. Positioning it as an organic energy drink that provides energy without unhealthy ingredients could differentiate it in the growing energy drink market and appeal to health-conscious consumers, but high advertising costs may prevent it from breaking even in the first year.
Crescent Pure Harvard Business case study
Crescent Pure Harvard Business case study, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure - Harvard Business School case Study
This presentation was created by Apoorva S , BMSIT , Bangalore during a marketing internship under the guidance of Prof.Smaeer Mathur , IIM Lucknow.
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.
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: Harvard Business School Case Study Analysis
- Sarah Ryan must finalize the product positioning strategy for Crescent Pure, an organic functional beverage acquired by Portland Drake Beverages. It could be positioned as an energy drink, sports drink, or organic drink.
- Positioning as an energy drink would target the dominant 18-24 age group and the growing market, allowing Crescent to be priced competitively. Though the energy drink market has big players, it is growing significantly.
- Positioning as a sports drink would target the 12-24 age group but the market is dominated by two big players, and Crescent would have to prove its premium price is justified. The organic drink market has no major competitors but requires a higher budget.
- Consumer data
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.
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 Case Study
This presentation was done as part of marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent harvard case study
Crescent Pure is a non-alcoholic organic beverage acquired by PDB in July 2013. Sarah Ryan must develop a product positioning strategy for Crescent Pure between positioning it as an energy drink or sports drink. An analysis showed that the energy drink market has grown 40% with major competitors accounting for 85% of revenue. In contrast, the sports drink market grew 12% targeting younger consumers. A market survey found consumers viewed Crescent Pure as leaning towards an energy drink. A break-even analysis determined positioning Crescent Pure as an energy drink could allow the company to reach break-even sales.
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
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Growth Marketing in 2024 - Randy Rayess, Outgrow
Growth Marketing in 2024 - Randy Rayess, OutgrowDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing gameWTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
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Mastering SEO for Google in the AI Era - Dennis Yu
Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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Influencer Marketing Master Class - Alexis AndreasikDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Empowering Influencers: The New Center of Brand-Consumer Dynamics
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Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.No Cookies, No Problem - Steve Krull, Be Found Online
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PickUp, Improve conversions with scenario-based conversational AI.
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Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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Key Takeaways:
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At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Pillar-Based Marketing - Ryan Brock, DemandJump
Pillar-Based Marketing - Ryan Brock, DemandJumpDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastGet Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your businessGokila digital marketing| consultant| Coimbatore
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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Crescent pure
- 2. PORTLAND DRAKE BEVERAGES- PDB • Manufacturer of organic juices and sparkling water • Part of the 131$ billion beverage industry • Main focus of company towards quality and affordability • Acquired Crescent in July 2013
- 3. CRESCENT PURE • Founded by Peter Hooper in 2008 • Manufactures non-alcoholic functional beverage • 100% organic and delivered 80mg caffeine • Sugar quotient was 70% lesser than energy drinks • High demand all over
- 4. CIRCUMSTANCES • PDB wanted to enter the market early • Acquired Crescent to maximize revenues • Decided to have a soft launch in January 2014 • Advertising budget- $750,000 • Product positioning to be defined by Oct 1, 2014
- 5. MARKET POSITIONING CHOICES • Energy Drink: $2.99/can • Sports Drink: $1-$2/can • Organic Drink: 25% premium
- 6. ENERGY DRINK MARKET • Age Group: 18-24 years • Top 6% players account for 85% revenue • Rising sales of healthier beverage choices • Negative perception: Campaign highlights health risks
- 7. SPORTS DRINK MARKET • Age Group: 12-24 years • Top 2 players have 94% market share • Rising sales of low sugar beverage choices • Negative perception: Campaign highlights increasing obesity rates
- 8. ORGANIC DRINK MARKET • All ages • New emerging market • High inclination in consumers to go for healthier alternatives
- 10. CRESCENT PURE V/S ENERGY DRINKS SIMILARITIES: • Refreshing • Energizing • Kills fatigue DIFFERENCES: • $2.75 v/s $2.99 • Healthy • Low sugar
- 11. CRESCENT PURE V/S SPORTS DRINKS SIMILARITIES: • High nutrition • Hydrating nature • Enhancing performance DIFFERENCES: • Expensive • Low sugar • Healthier alternative
- 12. WHY CRESCENT PURE? • Contains 70% less sugar than other energy and sports drinks • Contains 80 mg of caffeine per serving which is equivalent to one cup of coffee • H2O principle: Healthy, Hydrating and Organic
- 19. DISCLAIMER This presentation has been made by Nishant Kakkar, IIT Delhi for a marketing management internship under Professor Sameer Mathur of IIM Lucknow.