This is a Harvard Business Case Analysis of a drink to be launched, Crescent Pure. This analysis was taken under guidance of Prof. Sameer Mathur, IIM Lucknow, as a part of Marketing Management Internship.

23. $8.5bn
• National energy drink market
• Average price of 8oz can:$2.99
28,33,333,334
• Energy drink cans sold nationally
9,63,333,334
• 34% people had energy drinks cans in
last 6 months
1,44,500,000
• 3 states(California, Oregon,
Washington) represent 15% of
national market
28,900,000
• Assuming Crescent Pure captures 10%
of the market. There is market capacity
of selling 14,450,000 cans.
14,450,000

24. 12,000
• For 2014, Crescent limits its
production to 12000 cases per
month
3,456,000
• 1 case = 24 cans. Hence, Crescent
can produce 3,456,000 cans in
2014
• Since market capacity is much
more, we can assume crescent can
sell all its cans in the three states

25. Cost per
can= $1.02
Hence, Profit per
can = 1.24 – 1.02
=$0.22 per can.
Number of cans
Crescent can sell
= 3,456,000.
Total Profit =
$760,320
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Costs =
$750,000
Selling price of
1 can = 29.76/4
= $1.24 per can.
Total Income =
$10,320