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.

1. CRESCENT PURE
-A Harvard Business
School Case Analysis

2. About Crescent Pure
 Peter Hooper founded crescent in 2008 .
 It contained natural ingredients infused with herbal
supplements and contained 80mg of caffeine.
 Hooper secured legal protection for it’s recipe in 2009.
 Demand increased tremendously amongst men and women.
 PDP acquired the company because of
abundant opportunities and high demand.

3. PDB - COMPANY PROFILE
 Manufacturer of Organic Juices and Sparkling Water.
 Revenues hit $120.5 million in 2012.
 Values of the company:
 Quality
 Affordability

4. The CEO of PDB has
asked Sarah Ryan, the
Vice President of
Marketing to prepare a
suitable Product
Positioning Strategy for
Crescent.

5. CONSTRAINTSCONSTRAINTS
 There is a Production Capacity
Constraint because of which PDB is
planning a soft product launch in 2014.
 There is a time constraint as Sarah has
been given 6 weeks to create the strategy.

6. MARKET POSITIONING OPTIONS
ORGANIC
DRINK
SPORTS
DRINK
ENERGY
DRINK

7. ENERGY DRINK – 18 to 24 yrs
PROS CONS
 Projected Market –
$8.5 Billion
Negative Image could
be propagated due to
high caffeine content.
Avg. Price is $2.99 and
crescent can be sold at
$2.75
Top 4 brands occupy
85% market share
Rising Demand of
Energy Drinks
Market size less than
Sports and organic drink
segment.

8. SPORTS DRINK – 12 to 24 yrs
PROS CONS
 Projected Market –
$9.58 Billion
Negative Image could
be propagated due to
increasing child obesity
Wider consumer base
than energy drinks
Top 2 brands occupy
94% market share
Rising Demand of
Sports Drinks
Consumer Base is less
than organic drink
segment.

9. ORGANIC DRINK – All Age Groups
PROS CONS
 New Emerging Market Solely focused on
health
Very wide consumer
base
May lose out on
customers who are not
that health conscious
Rising Demand of
Organic Drinks
Creates a positive
brand image

10. CONSUMER
ANALYSIS

11. 0
10
20
30
40
50
60
Energy Drink
Sports Drink
Crescent Pure

12. DEMORAPHICS OF CRESCENT
0
5
10
15
20
25
30
35
40
45
50
18-24 25-34 35-44 45-54 55+
% of Age Brackets
Age of Consumers
Gender Distribution
MALE
FEMALE

13. DECISION MAKING FACTORS
PROJECTED
PROFITS
MARKET SIZE
SURVEY
RESULT
COMPETITION

14. FINAL VERDICT

16.  It will give the benefits of both, Organic and Energy drink
market.
 The Organic drink market is emerging and has a lot of potential.
 It contains healthy ingredients and caffeine which is appropriate
for brand positioning as an organic energy drink.
 Energy drinks contain artificial sweeteners, Crescent can be a
healthier alternative for such products for the consumers.
 The no. of health conscious consumers are increasing day by
day, this will help in increasing sale of the product
as an organic energy drink.

17. SUMMARY
About
Crescent
and
PDB
Situation
Analysis
Pros and
Cons of
Different
Segments
Consumer
Analysis
Verdict
and
Reasons

18. THIS PRESENTATION HAS BEEN MADE BY
Ms, AKANSHA SHARMA,
SHRI RAM COLLEGE OF COMMERCE,
UNDER THE GUIDANCE OF
PROF. SAMEER MATHUR, IIM LUCKNOW.