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

1. Title Layout
Subtitle
Crescent
Pure
A Harvard
Business School
Case Study
-Rashish Singh

2. Companies Involved
Portland
Drake
Beverages
Crescent
Pure
Acquired

3. People Involved
Michael Booth
• PDB’s CEO
Sarah Ryan
• PDB’s Vice President of
Marketing

5. Michael Booth, PDB’s
CEO, had tasked Ryan
with evaluating the
positioning
opportunities for
Crescent and asked her
to recommend a
positioning strategy to
the executive team

6. Possible
Brand
Positioning
Options

7. 1- Energy Drinks

8. 2-Sports
Drink

9. 3- Healthy Organic Beverage

10. Objective Of The Case
Analysis
Choose a suitable brand
positioning for Crescent Pure by
proper interpretation of the
available data.

11. Requirements of the Case
Industry specifics related
to each positioning option.
The potential benefits and
drawbacks of each option.
Final recommendation.

12. Matt Levor’s
first Market
Research
Outcomes

13. 0
5
10
15
20
25
30
35
40
45
50
Refreshing Healthy Affordable Functional Too sweet Natural Hydrating
Percentage of respondents who
indicated a word that described
energy or sports drinks
Energy Drinks Sports Drinks

14. Matt Levor’s
second Online
Market research

15. 0
5
10
15
20
25
30
35
40
45
50
18-24 25-34 35-44 45-54
Demographics of Crescent online
consumers
Age Ranges

16. 0
5
10
15
20
25
30
35
40
45
50
Refreshing Healthy Affordable Functional Too Sweet Fun Natural Hydrating
Percentage of respondents who described Crescent

18. Energy
Drinks
•Fast Growing
market.
•Estimated 8.5
billion
consumers by
2013
.Major
customers are
middle aged
men only.
•Increasing
demand of
healtier
alternative
•Reduction in
consumption
due to relation
with health
related issues.

19. Sports
Drink
•Large consumer
base.
•Consumer base
is
segmented(Even
women consume
this)
•Cheap products
of competitors
•Requirement of
a healthy
alternative.
•Reducing
consumer base
due to health
related issues

20. Healthy Organic
Drink
•Emerging
market.
•Less
competition
•No existing
consumer
base.
•Increasing
demand of a
healthier
drink.
•Less
advertising
budget may
cause a
problem

21. Hypothesis

22. Positioning Crescent Pure
as an ORGANIC HEALTHY
DRINK is most suitable
keeping in mind the
present scenario.

24. • From Lover’s market research it was
clear that a large number of people
were associated Crescent Pure with a
healthy and functional organic drink.
• Increase in prices by retailers didn’t
affect the sales which indicates that
costumers were willing to pay the
amount set by the company.
• And both sports drink and energy
drink consumers are looking for a
healthier alternative. And Crescent
Pure can attract customers of both
these segments by positioning as
Healthy Organic drink.
• Break even analysis shown in next
slides also verify that the company
would be able to stay in there
advertising budget limit by selling
the product at $2.75.

26. Break
Even
Analysis

27. Final
recommendation
by complete case
analysis would be
to position
Crescent Pure as
Healthy Organic
drink.

29. Disclaimer
This presentation was created by Rashish
Singh as a part of a assignment given by Prof
Mathur during winter internship.
Rashish Singh Prof Mathur