Crescent Pure is positioning itself in the booming non-alcoholic beverage and sports drink markets, projecting significant growth from $131 million in 2013 to $164 million. It aims to capture the demand for organic, low-calorie beverages, catering primarily to young males aged 12 to 24. The brand faces competition but can carve a niche by promoting its healthy, low-caffeine, and functional attributes in both the sports and energy drink categories.

1. Crescent Pure
Product Positioning Strategy

2. Consumer Trend
In 2013, the non-alcoholic beverage market
was booming at $131 million and was
expected to grow to $164 million.

3. Why Crescent Pure?
Demand for more organic drinks

4. Certified organic drink
What makes this drink so special?
Less calories than other soft drinks

5. Problem Statement
Describing the perfect brand positioning of Crescent Pure

6. As a sports drink?

7. But why as a sports drink?
Having a market of around $6.3 billion
Can enhance athletic performance
Let you consume less calories

8. Increased only 9% between 2007 and 2012. In 2012, the market
for sports drinks reached $6.3 billion in the United States and
was expected to grow to $9.58 billion by 2017.
Carrying the legacy of sports drink

9. Preferences
Men preferred it more than women
62% of those between ages 18 and 24, and 77% of those ages 12
to 17.

10. Competition
Gleam and Drip had 73% and 21% market share, respectively.

11. Threats for Sports Drink
Obesity
Government Regulations

12. So how to beat the odds
Healthier Options
Low caffeine and low calories

13. Healthy, functional, organic
What should be the pinch point?

14. As a energy drink?

15. Why as a Energy drink?
Market for energy drinks in 2013 is $8.5 billion.
Targets the mostly 18 to 24 years old men.
Crescent delivers a boost of energy to combat fatigue and promote
mental focus.

16. What makes Crescent Pure so special?
Organic content
And…Low CAFFEINE

17. Competition in Energy Drinks
Fright, Razor, Torque, and Stellar accounted for 85% of category revenue.

18. How to step in?
Growing urge to live healthy lifestyle and
low caffeine and low sugar energy drink can be a great idea

19. So is it worth to position it as a energy
drink?
Risky but at the same time there is a viable space to position it
in the market

20. So what’s important?
A healthy low caffeine and low sugar sports drink to get the best out
of you

21. Thank you for watching

22. Disclaimer:
These slides are created by Amit Kumar Rawat 
 Under the Supervision of Prof. Sameer Mathur of IIM Lucknow