Crescent Pure Case Study
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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.
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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 : Positioning Strategy
This presentation shows how Crescent Pure sorted out it's positioning strategy for it's new product which could fall under many market position.
Crescent pure
The VP of marketing for PDB is deciding how to position Crescent Pure. There are two options - as an energy drink or sports drink. Market research shows the energy drink market is larger and growing faster. While sports drinks have less competition, their market is smaller. Perceptual maps also indicate Crescent could gain market share by positioning as a healthier energy drink. After analyzing customer segments, differentiation strategies, and perceptual maps, the document recommends positioning Crescent as an energy drink to target the larger, faster growing market.
Presentation on Crescent Pure
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
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
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 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
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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 : Positioning Strategy
This presentation shows how Crescent Pure sorted out it's positioning strategy for it's new product which could fall under many market position.
Crescent pure
The VP of marketing for PDB is deciding how to position Crescent Pure. There are two options - as an energy drink or sports drink. Market research shows the energy drink market is larger and growing faster. While sports drinks have less competition, their market is smaller. Perceptual maps also indicate Crescent could gain market share by positioning as a healthier energy drink. After analyzing customer segments, differentiation strategies, and perceptual maps, the document recommends positioning Crescent as an energy drink to target the larger, faster growing market.
Presentation on Crescent Pure
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
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
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 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 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- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
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
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
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.
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.
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
Cresent pure(harvard business school case) pushkar saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, 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- A Harvard Case Study
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
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 Case Analysis
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing 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 HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
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
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
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 - 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.
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 Case Study Hemant
This presentation has been created by Hemant Kumar during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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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- Harvard Business School
Crescent Pure: Case Study Analysis- Harvard Business School
Created during marketing internship under Prof. Sameer Mathur, IIM Lucknow
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
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
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.
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.
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
Cresent pure(harvard business school case) pushkar saraf
PDB is launching Crescent Pure, an organic energy drink. It contains herbal stimulants with 80mg of caffeine and 70% less sugar than competitors. PDB sees opportunity in the growing organic and natural drinks market but cannot launch nationally until 2015 due to production constraints. Sarah must evaluate positioning strategies and her promotion depends on Crescent's success. Research shows the 18-34 age group prefers energy drinks while 12-24 favors sports drinks. Crescent is priced competitively and has advantages over competitors in being organic and healthier. With proper marketing, Crescent can break even in its first year.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, 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- A Harvard Case Study
PDB recently acquired Crescent Pure, an organic beverage. Sarah Ryan must decide how to position and market Crescent Pure in the next 6 weeks. The document analyzes positioning it as an energy drink, sports drink, or organic energy drink. It recommends positioning it as an organic energy drink to target the growing natural products market and differentiate from competitors. Crescent Pure already uses organic ingredients and consumer research showed people described it as natural and functional rather than as an energy or sports drink. Positioning it organically would allow them to hit a new market segment with their existing product.
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 Case Analysis
The document analyzes positioning Crescent Pure, a functional beverage company acquired by Portland Drake Beverages, in the market. It discusses the companies' profiles, timeline of events, factors for Crescent Pure's acquisition, and product positioning options. Based on market size, growth, pricing, and consumer perception analysis, the document recommends positioning Crescent Pure as an energy drink to leverage the larger and faster growing 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 HBR case-study
Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be chosen to maximize revenues.
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
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
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
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 - 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.
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Cresent pure(harvard business school case) pushkar saraf
Cresent pure(harvard business school case) pushkar saraf
Similar to Crescent Pure Case Study
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 Case Study Hemant
This presentation has been created by Hemant Kumar during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent harvard case study
Crescent Pure is a non-alcoholic organic beverage acquired by PDB in July 2013. Sarah Ryan must develop a product positioning strategy for Crescent Pure between positioning it as an energy drink or sports drink. An analysis showed that the energy drink market has grown 40% with major competitors accounting for 85% of revenue. In contrast, the sports drink market grew 12% targeting younger consumers. A market survey found consumers viewed Crescent Pure as leaning towards an energy drink. A break-even analysis determined positioning Crescent Pure as an energy drink could allow the company to reach break-even sales.
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
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: 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
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
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
Created by Anurag Palaparthi, CBIT Hyderabad, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.
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 (Energy Drink) - Case Study
Containing the analysis of Harvard Business School Case Study of Crescent ( An Organic Energy Drink )
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.
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.
Cresent pure
PDB manufactures sparkling water and orange juice. It recently acquired Cresent Pure, an organic energy drink with moderate energy and low sugar. PDB wants to optimally position Cresent Pure to get maximum sales and break even on its $750,000 advertising budget. Sarah Ryan must decide whether to market Cresent Pure as a sports drink, energy drink, or organic beverage. It currently has constraints producing only 12,000 cans per month. The document analyzes the market trends, competitors, target demographics, and provides recommendations to position Cresent Pure as a healthier energy drink alternative priced between sports and premium energy drinks.
Crescent pure (Harvard Case Study) by Tejas Shetty
PDB acquired Crescent Pure in 2013 and needs to choose a brand positioning. The options are an energy drink, sports drink, or healthy organic beverage. An energy drink faces stiff competition while sports drinks' consumer base is shrinking due to health concerns. A healthy organic beverage targets a growing market with less competition but requires a large advertising budget. Market research found consumers associate Crescent Pure most with being healthy and functional. Given increasing demand for healthier alternatives in energy and sports drinks, the recommendation is to position Crescent Pure as a healthy organic beverage since it can attract customers from both markets.
Crescent Pure Case Study
This presentation was done as part of marketing management internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
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.
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
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your C...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your CompetitionFrom Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptx
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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Podcast, The New Marketing Currency - Ozeal DebastosDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
Journey of amplification and buzz creation through podcast marketing, appealing to brands and marketers looking to expand their reach.Pillar-Based Marketing - Ryan Brock, DemandJump
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In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fastGoogle Ads Vs Social Media Ads-A comparative analysis
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Grow Your Business Online: Introduction to Digital Marketing
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
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Mastering SEO for Google in the AI Era - Dennis YuDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.WTS-Berlin-2024-Veronika-Höller-Innovate-NextGEN-SEO-Merging-AI-Multimedia-an...
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Amazing and On Point - Ramon Ray, USA TODAY
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PickUp_conversational AI_Capex, Inc._20240611
PickUp, Improve conversions with scenario-based conversational AI.
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In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...
Marketing in the Age of AI - Shifting CX from Monologue to Dialogue - Susan W...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.Email Marketing Master Class - Chris Ferris
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The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closerSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brandEfficient Website Management for Digital Marketing Pros
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
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Crescent Pure Case Study
- 2. CRESCENT PURE CASE STUDY Companies Involved Companies Involved
- 3. CRESCENT PURE CASE STUDY Crescent Pure Crescent Pure
- 4. CRESCENT PURE CASE STUDY PDB PDB
- 5. CRESCENT PURE CASE STUDY Situational Analysis Situational Analysis
- 6. CRESCENT PURE CASE STUDY Objectives Objectives 2 3
- 7. CRESCENT PURE CASE STUDY Brand Positioning Options Brand Positioning Options
- 8. CRESCENT PURE CASE STUDY Market Research Market Research Energy Drink • Growing market: 40% increase and $13.5 Billion projected for 2018 • Consumers: Men of age 18-34 • Highest volume was consumed by families with income less than $25,000 per year • Competition: Fright : 34% Razor : 27% Torque: 16% Steller : 8% other : 15% Market Shares • Growing market: 9% increase and $9.58 Billion projected for 2017 • Consumers: Men of age 18-24: 68% and Men of age 12-17: 77% • Refreshing 40% men ; 27% females • Competition: Gleam : 73% Drip : 21% others : 8% Sports Drink
- 9. CRESCENT PURE CASE STUDY Opportunities Energy Drink • Sales of energy drinks with lower levels of caffeine and purer ingredients were rising due to customer demand for healthier food and beverage choices Market Research Market Research Sports Drink • New diet and low-sugar sports drinks were the new growth areas of the industry • The market size was expected to increase from $1.4 Billion in 2012 to $2.97 in 2017
- 10. CRESCENT PURE CASE STUDY Sports Drink Threats • Concerns regarding rising childhood obesity rates resulted in government- mandated guidelines to remove high-calorie sugary drinks and snacks, including sports drinks from the school vending machines • News stories were highlighting the drinks’ alleged health risks • Decrease in the consumption due to concerns about health and safety Market Research Market Research Energy Drink
- 11. CRESCENT PURE CASE STUDY Consumer Studies Consumer Studies Word Energy Drinks(%) Sports Drinks(%) Refreshing 12 34 Healthy 6 16 Affordable 5 11 Functional 22 28 Too Sweet 9 8 Suitable for Teens 7 22 Fun 9 11 Natural 4 6 Hydrating 11 49 None of these 52 27 % Customers who found the:
- 12. CRESCENT PURE CASE STUDY Demographics Demographics Age Ranges % 18-24 44 25-34 36 35-44 15 45-54 3 55+ 2 Male 59 Female 41 College Degree 62 Household Income $42,500 Crescent Pure Online customers
- 13. CRESCENT PURE CASE STUDY Physcographics Physcographics Word % Refreshing 35 Healthy 22 Affordable 29 Functional 47 Too Sweet 9 Suitable for Teens 8 Fun 19 Natural 38 Hydrating 29 Crescent Pure Online customers
- 14. CRESCENT PURE CASE STUDY Price Criteria Price Criteria Type Market Price Energy Drink $2.99 (8 ounce) Sports Drink $ 1-2 (12 ounce) Crescent Pure $ 3.00 (8 ounce) PDB has decided to keep price for crescent pure $2.75 per 8 ounce can. Though this is lower than market value of crescent but it reflects PDB’s pricing strategy
- 15. CRESCENT PURE CASE STUDY Perceptual Maps Perceptual Maps Hydration vs Energy Inference •Energy drinks have high energy value and low hydration value •Sports drinks have low energy value and high hydration value
- 16. CRESCENT PURE CASE STUDY Perceptual Maps Perceptual Maps Nutrition vs Taste Inference •Energy drinks have better taste and low nutrition •Sports drinks have better taste as well as nutrition
- 17. CRESCENT PURE CASE STUDY Feedbacks Feedbacks Retailers Focus Group • Quick Depletion of inventory. Increase of price by 25% didn’t change the scenario • Age : 18-30 • Higher % of women customers • Complete customer satisfaction in terms of 1. Taste 2. Energy content 3. Price
- 18. CRESCENT PURE CASE STUDY Recommendation Recommendation • Looking through the Market research related to Market shares, price criteria, demographics and physiographic, I would recommend that Mrs. Ryan should opt Brand Positioning as “Energy Drink” for Crescent Pure. • Also, in order to counter the threats related to the energy drinks, PDB must advertise Crescent Pure as an organic, all-natural energy drink!
- 19. CRESCENT PURE CASE STUDY Break Even Analysis Break Even Analysis • After opting for “Energy Drink” brand positioning Ryan still requires to check whether her company would Break even so that the final aim of successful brand expanding is achieved. Entity Amount Budget Allocated $750,000 Variable cost per a can $1.02 Selling price of a can $1.24 Profit per can $0.22 Cans per case 24 Total cases needed to be sold per month to attain Break even 11838 / month Manufacturing Capacity 12000 / month • For Break even PDB has to sell at least 11838 cases per month. This is also within the per month manufacturing capacity
- 20. CRESCENT PURE CASE STUDY Thank You Thank You
- 21. CRESCENT PURE CASE STUDY Disclaimer Disclaimer This presentation has been prepared by Nirdesh Madhani, FoTE-MSU Baroda during an internship in Marketing under the guidance of Professor Prof. Sameer Mathur, IIM Lucknow