Sarah Ryan was tasked with finalizing the market positioning for Crescent Pure, a non-alcoholic functional beverage company recently acquired by PDB. She considered positioning it as an energy drink or sports drink but had concerns about competition in those markets. Her analysis found that an organic refreshment positioning emphasized Crescent Pure's uniqueness as having 70% less sugar and the same caffeine as coffee while being hydrating. Consumer analysis supported this, finding satisfaction across ages and genders with those who endorsed it on social media.