Crescent Pure Case
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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.
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Crescent Pure energy drink- case study
This document summarizes a case study about Crescent Pure, an organic energy drink founded in 2008 and acquired by PDB in 2013. It provides background on Crescent Pure's history, ingredients, and positioning options as an energy drink, sports drink, or organic drink. Statistical data on the beverage market and Crescent Pure's demographics are presented. A SWOT analysis and break-even analysis are included to evaluate Crescent Pure's strategy for a soft launch in three Western states. The presentation concludes with recommending Crescent Pure's positioning and launch strategy.
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
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
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure Case Study- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
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
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 - 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.
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Crescent Pure energy drink- case study
This document summarizes a case study about Crescent Pure, an organic energy drink founded in 2008 and acquired by PDB in 2013. It provides background on Crescent Pure's history, ingredients, and positioning options as an energy drink, sports drink, or organic drink. Statistical data on the beverage market and Crescent Pure's demographics are presented. A SWOT analysis and break-even analysis are included to evaluate Crescent Pure's strategy for a soft launch in three Western states. The presentation concludes with recommending Crescent Pure's positioning and launch strategy.
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
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
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure Case Study- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
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
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 - 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
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: Harvard Case Study
Crescent Pure is a new beverage developed by PDB and they must choose a brand positioning. The options are an energy drink, sports drink, or healthy organic beverage. Market research found consumers associate Crescent Pure most with a healthy organic drink. The healthy organic market has less competition and growing demand for healthier options. While it requires a large advertising budget, break-even analysis shows PDB can stay within budget at $2.75 per drink. Therefore, the recommendation is to position Crescent Pure as a healthy organic beverage.
Crescent pure ppt
The non-alcoholic beverage market was estimated to be $131 billion in 2013 and projected to grow to $164 billion by 2018. Crescent Pure is an organic drink with a hint of fruit taste that is less sweet than fruit juice, cola, sports drinks, and energy drinks. The document discusses whether to position Crescent Pure as a sports drink or energy drink. Positioning it as a sports drink could emphasize its health, functionality, and organic certification to appeal to health-conscious consumers, though the sports drink market grew only 9% from 2007 to 2012. Positioning it as an energy drink could target the growing market of younger men though it faces more competition and health concerns.
Crescent Pure- Harvard business case study
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
Crescent pure
1) The document analyzes potential positioning strategies for Crescent Pure, an organic beverage bought by PDB, as an energy drink, sports drink, or healthy organic drink.
2) Market research was conducted including consumer surveys and data analysis to understand perceptions of Crescent's functionality.
3) Based on the analysis, positioning Crescent as a broad functional organic beverage that highlights its natural and affordable qualities is recommended, allowing it to compete in growing healthy and organic beverage markets while leveraging its existing attributes evaluated positively by consumers.
Crescent Pure
This document discusses positioning strategies for Crescent Pure, a new organic energy drink launched by Portland Drake Beverages (PDB). Crescent contains 80mg of caffeine from organic herbal stimulants and is priced at $2.75 per can. PDB is considering positioning Crescent as an energy drink, sports drink, or organic beverage. The energy drink market offers the most growth potential but comes with health concerns. The sports drink market has less growth and competition from dominant brands. An organic beverage positioning does not leverage Crescent's caffeine but commands a price premium. The recommendation is to position Crescent as a healthier energy drink alternative to appeal to health-conscious younger consumers and organic purchasers, with the goal of
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
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 - 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.
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 study
Portland Drake Beverages (PDP) acquired Crescent Pure in 2014. PDP must decide how to position Crescent Pure and is considering positioning it as an energy drink, sports drink, or organic drink. Positioning it as an organic drink allows Crescent Pure to dominate an upcoming market and appeal to health-conscious customers willing to pay premium prices, though it risks losing other customer segments. After analyzing customer demographics, perceptions of each option, and projected profits, PDP ultimately recommends positioning Crescent Pure as an organic energy drink to leverage the brand's reputation for natural ingredients while tapping into the large and lucrative energy drink market.
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
Crescent pure case analysis
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
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 Case Study-Rashish Singh
Michael Booth, CEO of Portland Drake Beverages, tasked Sarah Ryan with recommending a positioning strategy for Crescent Pure. There were three options: energy drink, sports drink, or healthy organic beverage. Matt Levor conducted market research that showed consumers associated Crescent Pure most with words like "healthy" and "organic". His research of Crescent consumers also showed most were ages 18-34. The case analysis determined healthy organic drink was the best positioning option because it aligned with consumer perceptions of Crescent Pure and could attract customers from the energy drink and sports drink categories who want a healthier option. Break even analysis confirmed the company could stay within its advertising budget by selling Crescent Pure at $2.75 if positioned as
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 - 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 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 - 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 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.
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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: Harvard Case Study
Crescent Pure is a new beverage developed by PDB and they must choose a brand positioning. The options are an energy drink, sports drink, or healthy organic beverage. Market research found consumers associate Crescent Pure most with a healthy organic drink. The healthy organic market has less competition and growing demand for healthier options. While it requires a large advertising budget, break-even analysis shows PDB can stay within budget at $2.75 per drink. Therefore, the recommendation is to position Crescent Pure as a healthy organic beverage.
Crescent pure ppt
The non-alcoholic beverage market was estimated to be $131 billion in 2013 and projected to grow to $164 billion by 2018. Crescent Pure is an organic drink with a hint of fruit taste that is less sweet than fruit juice, cola, sports drinks, and energy drinks. The document discusses whether to position Crescent Pure as a sports drink or energy drink. Positioning it as a sports drink could emphasize its health, functionality, and organic certification to appeal to health-conscious consumers, though the sports drink market grew only 9% from 2007 to 2012. Positioning it as an energy drink could target the growing market of younger men though it faces more competition and health concerns.
Crescent Pure- Harvard business case study
PDB is acquiring Crescent Pure and must determine its market positioning. It can be positioned as either an energy drink or sports drink. Positioning as an energy drink aligns more closely with PDB's brand values of health and affordability. Consumer surveys found Crescent to be perceived as energetic. As an energy drink, Crescent faces less competition and has a competitive advantage due to its organic certification. It also allows for lower pricing than sports drinks. However, the sports drink market is larger and growing, and Crescent's characteristics align well with a sports drink. The decision requires further analysis of market size, pricing, competition, and meeting profit goals.
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
Crescent pure
1) The document analyzes potential positioning strategies for Crescent Pure, an organic beverage bought by PDB, as an energy drink, sports drink, or healthy organic drink.
2) Market research was conducted including consumer surveys and data analysis to understand perceptions of Crescent's functionality.
3) Based on the analysis, positioning Crescent as a broad functional organic beverage that highlights its natural and affordable qualities is recommended, allowing it to compete in growing healthy and organic beverage markets while leveraging its existing attributes evaluated positively by consumers.
Crescent Pure
This document discusses positioning strategies for Crescent Pure, a new organic energy drink launched by Portland Drake Beverages (PDB). Crescent contains 80mg of caffeine from organic herbal stimulants and is priced at $2.75 per can. PDB is considering positioning Crescent as an energy drink, sports drink, or organic beverage. The energy drink market offers the most growth potential but comes with health concerns. The sports drink market has less growth and competition from dominant brands. An organic beverage positioning does not leverage Crescent's caffeine but commands a price premium. The recommendation is to position Crescent as a healthier energy drink alternative to appeal to health-conscious younger consumers and organic purchasers, with the goal of
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
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 - 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.
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 study
Portland Drake Beverages (PDP) acquired Crescent Pure in 2014. PDP must decide how to position Crescent Pure and is considering positioning it as an energy drink, sports drink, or organic drink. Positioning it as an organic drink allows Crescent Pure to dominate an upcoming market and appeal to health-conscious customers willing to pay premium prices, though it risks losing other customer segments. After analyzing customer demographics, perceptions of each option, and projected profits, PDP ultimately recommends positioning Crescent Pure as an organic energy drink to leverage the brand's reputation for natural ingredients while tapping into the large and lucrative energy drink market.
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
Crescent pure case analysis
This document discusses product positioning options for Crescent Pure, an organic juice and sparkling water company. It analyzes positioning Crescent Pure as an energy drink, sports drink, or organic drink. While the energy drink market has high revenue, it also has negative health perceptions. The sports drink market has lower sugar but is also crowded. Positioning as an organic drink captures the growing consumer interest in natural products. The document recommends positioning Crescent Pure as an organic energy drink, emphasizing its health and taste advantages over traditional energy drinks.
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 Case Study-Rashish Singh
Michael Booth, CEO of Portland Drake Beverages, tasked Sarah Ryan with recommending a positioning strategy for Crescent Pure. There were three options: energy drink, sports drink, or healthy organic beverage. Matt Levor conducted market research that showed consumers associated Crescent Pure most with words like "healthy" and "organic". His research of Crescent consumers also showed most were ages 18-34. The case analysis determined healthy organic drink was the best positioning option because it aligned with consumer perceptions of Crescent Pure and could attract customers from the energy drink and sports drink categories who want a healthier option. Break even analysis confirmed the company could stay within its advertising budget by selling Crescent Pure at $2.75 if positioned as
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 - 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 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.
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Crescent pure - Harvard Business Case study
Presentation by K.Satya Shanker(IIT Madras) as part of internship under Professor Sameer Mathur (IIM Lucknow)
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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: A Harvard Business School Case Study
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An analysis of the Harvard case study Crescent Pure created during marketing intern under Professor Sameer Mathur
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Crescent Pure HBS - Case Analysis - Adesh Sharma, IIT Delhi
The document discusses product positioning strategies for Crescent Pure, an organic energy drink acquired by Portland Drake Beverages. It analyzes positioning it as an energy drink or sports drink and examines consumer perception and market research data. It also considers positioning it as an organic beverage. The marketing team recommends positioning it as a mixture of organic and energy drink based on its benefits over drawbacks of each option. Financial projections show it would break-even in its first year with this strategy.
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
PDB acquired Crescent Pure, an organic beverage company founded in 2008. Crescent contains herbal stimulants and low sugar. Michael Booth, CEO of PDB, asked Sarah Ryan to finalize a positioning strategy for Crescent to maximize revenue. The options are to position it as an energy drink, sports drink, or organic beverage. As an energy drink it could be a healthier alternative but has negatives from media attention. As a sports drink it could attract a wider audience but Crescent's price is higher. Positioning it as an organic beverage targets young, health conscious consumers but the market is growing and opportunities exist in lower caffeine and purer products.
Crescent pure
Michael Booth, CEO of Portland Drake Beverages, acquired Crescent Pure in 2013. He is considering strategies to maximize Crescent's revenue. Market research shows increasing demand for healthier drinks. While energy drinks have high growth, concerns exist about health impacts. Sports drinks have a large market but also health concerns. The document analyzes positioning Crescent as an energy drink, sports drink, or healthy organic beverage. It provides pros and cons of each option, consumer perceptions of different drinks, Crescent consumer demographics, and a recommendation to position Crescent as a healthy organic drink due to growing demand and avoiding health concerns of other options.
Crescent Pure
Crescent Pure - Harvard Case Study. Prepared during marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure
PDB acquired Crescent Pure, an organic beverage company, in 2013. As VP of Marketing, Sarah Ryan must recommend a positioning strategy for Crescent Pure's entry into three new states. The options are energy drinks, sports drinks, or organic drinks. Energy drinks have strong growth but health concerns. Sports drinks have less growth and face government guidelines. Consumer data finds Crescent Pure is seen as refreshing, healthy, and natural. Ryan will recommend the optimal positioning strategy within 6 weeks.
Crescent pure
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.
Crescent pure
Sarah Ryan must decide whether to position Crescent Pure as an energy drink or sports drink. Crescent was recently acquired by PDB and will launch in three western states. Positioning impacts distributor selection and marketing strategy. While the energy drink market is larger and growing, Crescent's low caffeine and sugar content may appeal more to health-conscious consumers as a sports drink. Consumer research also found Crescent seen as more refreshing, healthy, and natural than typical energy or sports drinks.
Crescent pure
The document discusses positioning options for the organic beverage Crescent Pure, which was recently acquired by Portland Drake Beverages. It analyzes positioning the drink as an energy drink, sports drink, or organic drink. Demographic data and perceptual maps of consumers are presented. The recommendation is to position Crescent as an organic drink due to the growing market, lack of competition, and health-conscious consumer base. A breakeven analysis is also included.
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
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.
Case Study on Crescent Pure
This case study examines positioning options for Crescent Pure, an organic energy drink, after it was acquired by PDB. Crescent is currently positioned as an organic drink made from natural ingredients like guarana and green tea. The options are to position it as a sports drink, energy drink, or organic drink. Positioning it as an organic energy drink that provides energy without unhealthy ingredients could differentiate it in the growing energy drink market and appeal to health-conscious consumers, but high advertising costs may prevent it from breaking even in the first year.
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}.
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
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
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Crescent Pure Case
- 2. History • Founded by- Peter Hooper in 2008. • Demand for the product grew locally in Crescent, Oregon. • Michael Booth, CEO of Portland Drake Beverages(PDB) acquired the product in July 2013.
- 3. Company Profile • Manufacturer of organic juices and sparkling water. • Clocked $120.5 m revenues by 2012. • Its brand values include quality and affordability.
- 4. WhyCrescent Pure? • Low calorie beverage. • Contains 70% less sugar than leading energy & sports drinks. • Energy boost through natural herbal stimulants. • Organic product at affordable price.
- 7. Energy Drink
- 8. Energy Drink- Statistics of Various Elements: Market Size: Predicted market to reach $13.5b by 2018 Consumer data: Age group of 18- 24, both male and female Competition: Together- Fright, Torque and Steller Opportunity: Sales of energy drinks with lower levels of caffiene is rising. Threats: Negative perception of increasing health risks.
- 9. Sports Drink
- 10. Sports Drink- Statistics of Various Elements Market Size: Expected to increase by 9.58 bn by 2017 Consumer Data: Age group of 12-24, both male and female. Competition: Top 2 brands with 94% of market share. Opportunity: Sales of sports drink with lower sugar and caffiene content is rising. Threats: Health campaign perception as an increasing obesity element.
- 11. Organic Drink
- 12. Organic Drink- Statistics of Various Elements: Consumer Data: All ages- male & female. Opportunities: High inclination of consumers towards natural and healtheir products.
- 14. Strategies Increase exposure and establish affiliation with international sporting brand through sponsorship. Third party celebrity endorsements for appealing to the younger generation. Combined efforts with favourable global brands in campaigning and spreading awareness.
- 16. The company evolution took place with the help some important elements like: • Targeting audience distribution. • Looking after customer satisfaction and taking regular customer feedback. • Comparison and analysis of sales among different segments of market.
- 17. What are the future consideration s of the Company?
- 18. Some of the Future Considerations are: • Global media coverage for brand recognition and awareness. • Partnership with Michelle Obama’s Let’s Move initiative. • Launch of additional, customer desirable flavors.
- 19. Let’s have a quick review • History • Company profile • Why Crescent Pure? • Product positioning options • Strategies used • Evolution of the Company • Future Considerations
- 20. Disclaimer: Created by Shreya Joshi, during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.