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.
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: 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.
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
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.
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
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
This power point presentation was created by Nishant Kakkar, IIT Delhi to fulfill the requirements of a marketing management internship under Prof. Sameer Mathur, IIM Lucknow.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Crescent Pure
1.
2. Company History
• Peter Hooper, founded Crescent, a healthy,
energizing drink in 2008.
• An organic beverage infused with organic
juices, herbal stimulants & electrolytes
• Due to the “locavore” movement, local demand
for Crescent grew, as other sports & energy
drinks were unhealthy or too sweet and
artificial.
3. • Organic – Refreshing – Energizing
• Herbal stimulants like guarana seed and ginseng
• Contained 80 mg of caffeine – equivalent to 1 cup
of coffee
• Sugar quotient less than 70% of leading sports &
energy drinks
4. Present Situation
• Michael Booth, CEO of PDB acquired Crescent in July 2013
• “Soft - launch” in Jan 2014 domestically, but if profits
exceed expenses – National launch in 2015
• Advertising budget – 750,000$
• Sarah Ryan, VP Marketing has to develop a positioning
strategy for Crescent
• Options : Sports Drink vs Energy Drink
5. Energy Drink Positioning
• Energizing & refreshing
• Combat fatigue and
promote mental focus
• Reinforces existing
perceptions
Points of
parity Points of
Difference
• Healthy & Organic
• Price – 2.75$ vs
2.99$
• High caffeine
• Low sugar
6. Market Research
Market size Threats
Drinks’ alleged health risks: 32%
consumers over 18 drank an energy
drink in the last six months, 11% were
drinking fewer energy drinks , due to
concerns about health and safety
Consumer data Opportunity
Sales of energy drinks with lower
caffeine and purer ingredients - rising
due to consumer demand for healthier
food and beverage choices
• Market size growth by 40% between
2012 to 2014
•$8.5 billion in the year 2013
•To reach 13.5 billion by 2018
• Largest group of consumers – males
between 18 – 24.
•Highest consumption by household
with income less than $25000 p.a.
7. Sports Drink Positioning
• Hydrating and nutrition
• Enhances performance
• Healthy anytime-
beverage
Points of
parity Points of
Difference
• Low sugar & all –
natural
ingredients
• Premium pricing
8. Market Research
Market size Threats
Concern regarding rising childhood
obesity rates resulted in government-
mandated guidelines to remove high-
calorie sugary drinks and snacks,
including sports drinks, from school
vending machines beginning in 2014.
Consumer data Opportunity
Diet and low-sugar sports beverages,
had grown by 33% between 2010 -
2012. The market size expected to
increase from $1.4 billion in 2012 to
$2.97 billion in 2017.
Increased 9% between 2007 and 2012.
In 2012, the market for sports drinks
reached $6.3 billion in the United
States and was expected to grow to
$9.58 billion by 2017
• 40% of men found sports drinks
refreshing, only 27% of females
did.
• Sports drinks appealed to younger
consumers—62% between ages 18
- 24, 77% between ages 12 - 17.
9.
10.
11.
12. Organic Drink
• A broader positioning strategy. Organic beverages
included carbonated soft drinks, coffee, soy, milk,
juices .etc.
• Prospects included health-conscious consumers
who regularly consumed energy or sports beverages
• Organic beverages claimed a price premium (on
average 25%) over conventional beverages of the
same variety
14. Why?
• Healthier alternative to Energy Drinks.
• Growth opportunity as 40% growth of market
previously
• Also priced $2.75, it is low for energy drinks as
well as organic beverages market.
• PDB could exploit Crescent’s broad appeal
with positioning focused on health, wellness,
and natural ingredients
