Crescent pure
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Crescent Pure was acquired by PDB in 2013. Sarah Ryan must develop a positioning strategy. It could be positioned as an energy drink to target growing market of $13.5 billion by 2018 with its lower sugar and caffeine. However, energy drinks face negative health perceptions. Alternatively, it could be positioned as a sports drink for its hydrating benefits and natural stimulants, targeting the $9.58 billion market by 2017. Both options have advantages and risks to consider.
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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
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 HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
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
Crescent pure
Sarah Ryan, VP of Marketing at PDB, must decide whether to position Crescent Pure as an energy drink, sports drink, or organic health drink. The document provides market research on the size and growth of the energy drink and sports drink markets. If positioned as an energy drink, Crescent Pure would have $51 million in sales, but high caffeine and concerns over health may be issues. As a sports drink, it could achieve $19.5 million in sales, targeting a younger demographic. Based on expenditures and revenues, positioning it as a sports drink may be most viable. The assistant recommends Crescent Pure be positioned as a sports drink or, if an organic drink, more market research is needed to support that decision.
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 - 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.
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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
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 HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
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
Crescent pure
Sarah Ryan, VP of Marketing at PDB, must decide whether to position Crescent Pure as an energy drink, sports drink, or organic health drink. The document provides market research on the size and growth of the energy drink and sports drink markets. If positioned as an energy drink, Crescent Pure would have $51 million in sales, but high caffeine and concerns over health may be issues. As a sports drink, it could achieve $19.5 million in sales, targeting a younger demographic. Based on expenditures and revenues, positioning it as a sports drink may be most viable. The assistant recommends Crescent Pure be positioned as a sports drink or, if an organic drink, more market research is needed to support that decision.
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 - 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
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 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
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 case study
Portland Drake Beverages recently acquired Crescent Pure, a non-alcoholic beverage company. They are evaluating positioning strategies for Crescent Pure as they plan to expand distribution into three Western states. Key players will evaluate positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has major competitors, Crescent Pure's nutritional value and lower caffeine position it well. The recommendation is to position Crescent Pure as an energy drink to leverage higher consumption and meet the $750,000 advertising budget's break even point in the first year, earning a small profit.
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 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.
Crescent Pure
Crescent Pure is a non-alcoholic beverage that PDB's marketing team must develop a strategy for as it launches in three US markets. Originally created in 2008 and sold regionally, Crescent secured legal protection for its proprietary recipe. The team must decide whether to position it as an energy drink, sports drink, or organic drink. An analysis of demographic data and consumer perceptions found that most customers are younger adults who view Crescent as providing hydration and energy. The recommendations are to position Crescent as a healthier energy drink, as that market grew 40% and offers pricing advantages, with a break-even analysis showing profitability.
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
it's a HBR case ( Crescent pure ) analysed by raviraj nehra {NITW} created during marketing management internship under professor sameer mathur {IIM lucknow}.
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.
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.
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 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 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
The document discusses Crescent's plans to launch an energy drink and analyzes the market potential. It provides market research showing strong growth in the energy drink market and key consumer demographics. A break even analysis projects that Crescent will reach the break even point in its first year by targeting sales of 12,000 cases per month. Based on the pricing strategy and affordable price point compared to competitors, the author recommends Crescent position itself in the energy drink market.
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
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 - 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. Prepared during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Crescent pure
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer 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.
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
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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 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
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 case study
Portland Drake Beverages recently acquired Crescent Pure, a non-alcoholic beverage company. They are evaluating positioning strategies for Crescent Pure as they plan to expand distribution into three Western states. Key players will evaluate positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has major competitors, Crescent Pure's nutritional value and lower caffeine position it well. The recommendation is to position Crescent Pure as an energy drink to leverage higher consumption and meet the $750,000 advertising budget's break even point in the first year, earning a small profit.
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 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.
Crescent Pure
Crescent Pure is a non-alcoholic beverage that PDB's marketing team must develop a strategy for as it launches in three US markets. Originally created in 2008 and sold regionally, Crescent secured legal protection for its proprietary recipe. The team must decide whether to position it as an energy drink, sports drink, or organic drink. An analysis of demographic data and consumer perceptions found that most customers are younger adults who view Crescent as providing hydration and energy. The recommendations are to position Crescent as a healthier energy drink, as that market grew 40% and offers pricing advantages, with a break-even analysis showing profitability.
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
it's a HBR case ( Crescent pure ) analysed by raviraj nehra {NITW} created during marketing management internship under professor sameer mathur {IIM lucknow}.
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.
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.
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 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 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
The document discusses Crescent's plans to launch an energy drink and analyzes the market potential. It provides market research showing strong growth in the energy drink market and key consumer demographics. A break even analysis projects that Crescent will reach the break even point in its first year by targeting sales of 12,000 cases per month. Based on the pricing strategy and affordable price point compared to competitors, the author recommends Crescent position itself in the energy drink market.
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
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 - 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. Prepared during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Crescent pure
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
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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.
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- 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
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
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 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.
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.
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
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 - 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.
HBR - Crescent Pure Case Analysis
PDB acquired Crescent Pure to expand its revenue. Crescent Pure is an organic juice that delivers 80mg of caffeine with 70% less sugar than sports and energy drinks. It retails for $3.75. Sarah Ryan, VP of Marketing at PDB, must decide how to position Crescent Pure. Options include energy drink, sports drink, or organic drink. Market analysis shows the energy drink market is growing 40% annually but is saturated by top brands. Crescent is perceived as refreshing, healthy and affordable but not hydrating. Positioning it as an organic energy drink could leverage existing perceptions and extend PDB's brand in the growing energy drink market.
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 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 Case Study
PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
Crescent Pure: A Harvard Business School Case Study
This presentation was made by Renil Shah during Marketing Internship under Professor Sameer Mathur of IIM Lucknow.
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
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.
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 Case
Crescent Pure was founded in 2008 and produces organic juices and sparkling waters. It was acquired by Portland Drake Beverages in 2013. Crescent Pure provides a low-calorie beverage with 70% less sugar than energy drinks and natural stimulants for energy. The document discusses potential product positioning options of Crescent Pure as an energy drink, sports drink, or organic drink. It also reviews the company's strategies of sponsorships and endorsements, evolution through targeting audiences and feedback, and future considerations of global partnerships.
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
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Crescent Pure: A Harvard Business School Case Study
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Crescent pure
- 1. CASE STUDY CRESCENT PURE – HARVARD BUSINESS REVIEW
- 2. • Peter Hooper founded Crescent in 2008 • Demand for the product locally grew in Crescent, Oregon
- 4. MICHAEL BOOTH( CEO OF PDB) ACQUIRED CRESCENT PURE IN JULY, 2013. SARAH RYAN (VICE-PRESIDENT OF MARKETING, PDB) HAS TO DEVELOP A POSITIONING STRATEGY FOR CRESCENT
- 6. SO, WHAT IS CRESCENT PURE ? CONTAINS GINSENG AND GUARANA AND 80mg CAFFEINE.. THE ENERGY DRINK INGREDIENTS
- 7. SUGAR CONTENT IS 70% LOWER THAN OTHER ENERGY AND SPORTS DRINK….. A REASON TO POSITION AS ORGANIC DRINK
- 8. • In order to Break-even net- revenue from the sales must be greater than $750,000 • Variable cost for 1 can=$1.02 • Selling price for 1 can=$1.24 • In order to break-even 11837.2 cans per month needs to be sold
- 10. • In 2012: Market for sports drink $6.3 billion. • 42% sports beverage drinkers have sports drinks as any “anytime beverage” and not only for exercise. • Attract wider consumer base than any energy drink and regular consumer consumes them more • Available in variety of sizes and average $1-$2 for 12-oz and 24-oz containers, respectively. • Hydrating elements+ mental focus+ energy boosters = very attractive drink.
- 11. • Government mandated guidelines to remove sports drink from school vending machines; courtesy high calories. • Crescent’s $2.75 is higher than other competitors. • Market is $2.2 billion less than energy drink market. • Similar drinks are also available in market.
- 13. • Uniqueness less sugar, more caffeine. • All natural stimulants for energy booster. • Consumer viewed “energy “ as Crescent’s most descriptive characteristics. • Average price of 8 oz. can of energy drink: Crescent=$2.75, others=$2.99
- 14. • Negative media attention for health risk. • Only 32% consumers consumes energy drink in past six months. • Competitors 85% not much wiggle room for new.
- 16. Market size Forecast predicted the market for energy- drink to reach $13.5 billion y 2018 Consumer data Largest group: males between 18- 34, parents of children. The highest has been consumed by household income below $25000 p.a Competition Together, Fright, Razor, Torque and Steller accounts foe 85% market Opportunity Sales of organic energy drink with lower levels of caffeine is rising Threats Drinks alleged health risks 32% drink energy drink once in six months. ENERGY DRINKS
- 17. Market size Expected to grow to $9.58 billion by 2017 Consumer data 40%males found it refreshing while only 27% of female did 62% of those between 18 & 24 and 77% b/w 12-17 Competition Gleam and Drip had 73% and 21% market share, remaining 6% is shared by 20 producers Threats Government mandated guidelines due to increasing obesity among children Opportunity The market size was expected to increase from $1.4 bn in 2012 to $2.97 bn in 2017. SPORTS DRINK
- 21. • Position Crescent Pure as an energy drink • Opportunity to provide this market with a healthier alternative. • Market growth of 40% between 2010-2012. • Pricing advantage. • Forecast to reach $13.5 billion in 2018. • Suitable for targeted market based on age and gender.
- 22. DISCLAIMER Created by Arindam Kr Bhattacharjee (BITS Pilani, Pilani Campus), during a marketing internship under Prof. Sameer Mathur, IIM Lucknow