Crescent pure chaitanya
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Crescent Pure is a healthy alternative to energy drinks created by Peter Hooper of Crescent, Oregon. It is certified organic and helps replenish energy and enhance mental focus with lower caffeine than coffee. The product can be positioned as a sports drink, healthy organic drink, or energy drink. It is recommended to position it as an energy drink since that market is projected to grow 40% and will allow the company to break even and make a small profit within its production capacity in the first year. Positioning as a healthier energy drink appeals to both energy drink fans and health-conscious consumers.
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case study on crescent pure
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains 80 calories with energy stimulants guarana and gingseng. It is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The target markets are young health-conscious consumers aged 18-34 and those interested in organic, low-sugar products. Crescent Pure will initially launch in Washington, Oregon, and California through grocery and big-box stores, as well as online ordering.
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
A presentation created on the Harvard Case Study of Crescent Pure during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
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
Peter Hooper founded Crescent Pure in 2008 in Crescent, Oregon. Demand for the product grew locally until it was acquired by Portland Drake Beverages in 2013. Crescent Pure contains 70% less sugar and the same caffeine as coffee, but provides energy through natural stimulants. It is priced affordably at $2.75. Portland Drake Beverages plans a soft launch in 3 western states in 2014 and a national launch in 2015 if profitable. Sarah Ryan must now decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Each option has pros and cons regarding the size and growth of the market, price points, and regulatory issues that could affect sales.
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.
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
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case study on crescent pure
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains 80 calories with energy stimulants guarana and gingseng. It is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The target markets are young health-conscious consumers aged 18-34 and those interested in organic, low-sugar products. Crescent Pure will initially launch in Washington, Oregon, and California through grocery and big-box stores, as well as online ordering.
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
A presentation created on the Harvard Case Study of Crescent Pure during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow
Crescent pure
Harvard Business Case Study as a part of Marketing Internship under Prof. Sameer Mathur from IIM Lucknow
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
Peter Hooper founded Crescent Pure in 2008 in Crescent, Oregon. Demand for the product grew locally until it was acquired by Portland Drake Beverages in 2013. Crescent Pure contains 70% less sugar and the same caffeine as coffee, but provides energy through natural stimulants. It is priced affordably at $2.75. Portland Drake Beverages plans a soft launch in 3 western states in 2014 and a national launch in 2015 if profitable. Sarah Ryan must now decide whether to position Crescent Pure as a sports drink, energy drink, or organic drink. Each option has pros and cons regarding the size and growth of the market, price points, and regulatory issues that could affect sales.
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.
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 (PDB) manufactures organic juices and sparkling waters. In 2012, the CEO wanted to expand into functional beverages like energy and sports drinks. PDB acquired Crescent Pure, a non-alcoholic, organic energy drink with caffeine from herbal stimulants and 70% less sugar than competitors. The document provides background on PDB, Crescent, and analyzes positioning and market opportunities for the new product.
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.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
Crescent pure - Harvard Case Study
Peter Hooper founded Crescent Pure in 2008 to create a healthier alternative to energy and sports drinks. The company was later acquired by Portland Drake Beverages. Sarah Ryan of PDB must decide how to position Crescent Pure. It could be positioned as an energy drink or sports drink. Data shows the energy drink market is larger but growing more slowly, while sports drinks have stagnated but Crescent Pure is not hydrating enough. Positioning it as a new "healthy drink" category could work but PDB only has $750,000 for advertising. Break-even analysis shows this is not enough for a broad campaign. Therefore, Ryan decides to position Crescent Pure as an organic energy drink, which fits its qualities and the growing market
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
The document summarizes a Harvard Business School case study about Portland Drake Beverages executives meeting to determine product positioning and advertising for their new organic beverage, Crescent Pure. They are deciding between positioning it as an energy drink, sports drink, or broader organic health and wellness beverage. Students studying the case will explore customer segmentation, product differentiation and evaluating perceptual maps for market research.
Crescent pure
Crescent Pure is a functional beverage launched by Peter Hooper to provide a healthier alternative to energy and sports drinks. It was later acquired by Portland Drake Beverages, an organic beverage manufacturer. Market research showed that positioning Crescent as an energy drink would reinforce existing perceptions but highlight health risks, while positioning it as a sports drink could attract more female customers but require a higher price. The marketing director, Sarah Ryan, recommends positioning Crescent as a broad organic beverage to appeal to its diverse target audience.
HBR - Crescent Pure Case Analysis
PDB acquired Crescent Pure to expand its revenue. Crescent Pure is an organic juice that delivers 80mg of caffeine with 70% less sugar than sports and energy drinks. It retails for $3.75. Sarah Ryan, VP of Marketing at PDB, must decide how to position Crescent Pure. Options include energy drink, sports drink, or organic drink. Market analysis shows the energy drink market is growing 40% annually but is saturated by top brands. Crescent is perceived as refreshing, healthy and affordable but not hydrating. Positioning it as an organic energy drink could leverage existing perceptions and extend PDB's brand in the growing energy drink market.
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 : 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 - 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 - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
Crescent pure case study
Crescent Pure is an organic, non-alcoholic, low sugar energizing drink that contains 70% less sugar and the same amount of caffeine as one cup of coffee. While it can be positioned as an energy drink due to its caffeine content, consumers currently think of it as a sports drink. The document recommends positioning Crescent Pure as an energy drink to take advantage of the growing energy drink market and its organic certification provides a point of difference from competitors.
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 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 Harvard case study
This document summarizes information about Crescent Pure, a non-alcoholic organic beverage. It was founded in 2008 to provide a healthy and energizing drink and was later acquired by PDB in 2013. The drink contains ingredients like guarana and ginseng that provide energy without caffeine. It could be positioned as an energy drink, sports drink, or organic drink. Market analysis shows the energy drink positioning may be most profitable due to its healthy ingredients and competitive pricing, though the sports drink positioning faces a smaller market and higher price. Consumer research feedback on the drink's benefits was positive.
Crescent Pure
The document analyzes options for positioning a new acquisition called Crescent Pure, considering it as an energy drink, sports drink, or organic drink. It provides details on the characteristics, target demographics, and market for each type. Surveys of Crescent Pure customers found preferences for functionality, refreshness, and natural qualities. Analysis recommends positioning it as an organic energy drink to combine benefits, pricing it lower than the original, and setting a production level of 2,324 cases per month to cover fixed costs and make a profit. Energy drinks are ruled out due to their higher caffeine levels and sports drinks due to lower typical pricing.
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.
case study on crescent pure
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains a hint of fruit with less sugar than fruit juice. It includes energy stimulants guarana and gingseng but is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The company targets young, health-conscious consumers and those interested in organic, sustainably-produced products.
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 : HBR Case Study
Peter Hooper founded Crescent Pure in 2008 to provide healthier beverage alternatives. In 2013, PDB acquired Crescent Pure to leverage its market and help the company grow. Vice President Sarah Ryan must decide whether to position the newly acquired Crescent Pure as an energy drink or sports drink and finalize a marketing strategy within six weeks. Market research shows the sports beverage industry is growing and Crescent Pure's low sugar content and natural ingredients appeal to health-conscious consumers, suggesting it should be positioned and marketed as a sports drink.
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Crescent Pure Case Study
Portland Drake Beverages (PDB) manufactures organic juices and sparkling waters. In 2012, the CEO wanted to expand into functional beverages like energy and sports drinks. PDB acquired Crescent Pure, a non-alcoholic, organic energy drink with caffeine from herbal stimulants and 70% less sugar than competitors. The document provides background on PDB, Crescent, and analyzes positioning and market opportunities for the new product.
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.
Presentationon crescent pure
Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow
Crescent Pure Case Study Solution
A Case Study Presentation By students of IIM Jammu. Under the supervision of Dr. Aakash Ashoke Kamble.
Crescent pure - Harvard Case Study
Peter Hooper founded Crescent Pure in 2008 to create a healthier alternative to energy and sports drinks. The company was later acquired by Portland Drake Beverages. Sarah Ryan of PDB must decide how to position Crescent Pure. It could be positioned as an energy drink or sports drink. Data shows the energy drink market is larger but growing more slowly, while sports drinks have stagnated but Crescent Pure is not hydrating enough. Positioning it as a new "healthy drink" category could work but PDB only has $750,000 for advertising. Break-even analysis shows this is not enough for a broad campaign. Therefore, Ryan decides to position Crescent Pure as an organic energy drink, which fits its qualities and the growing market
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
The document summarizes a Harvard Business School case study about Portland Drake Beverages executives meeting to determine product positioning and advertising for their new organic beverage, Crescent Pure. They are deciding between positioning it as an energy drink, sports drink, or broader organic health and wellness beverage. Students studying the case will explore customer segmentation, product differentiation and evaluating perceptual maps for market research.
Crescent pure
Crescent Pure is a functional beverage launched by Peter Hooper to provide a healthier alternative to energy and sports drinks. It was later acquired by Portland Drake Beverages, an organic beverage manufacturer. Market research showed that positioning Crescent as an energy drink would reinforce existing perceptions but highlight health risks, while positioning it as a sports drink could attract more female customers but require a higher price. The marketing director, Sarah Ryan, recommends positioning Crescent as a broad organic beverage to appeal to its diverse target audience.
HBR - Crescent Pure Case Analysis
PDB acquired Crescent Pure to expand its revenue. Crescent Pure is an organic juice that delivers 80mg of caffeine with 70% less sugar than sports and energy drinks. It retails for $3.75. Sarah Ryan, VP of Marketing at PDB, must decide how to position Crescent Pure. Options include energy drink, sports drink, or organic drink. Market analysis shows the energy drink market is growing 40% annually but is saturated by top brands. Crescent is perceived as refreshing, healthy and affordable but not hydrating. Positioning it as an organic energy drink could leverage existing perceptions and extend PDB's brand in the growing energy drink market.
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 : 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 - 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 - A Harvard Case Study
Crescent pure - Harvard Case Study made in an internship "Marketing Management" under Professor Sameer Mathur, IIM-L.
Crescent pure case study
Crescent Pure is an organic, non-alcoholic, low sugar energizing drink that contains 70% less sugar and the same amount of caffeine as one cup of coffee. While it can be positioned as an energy drink due to its caffeine content, consumers currently think of it as a sports drink. The document recommends positioning Crescent Pure as an energy drink to take advantage of the growing energy drink market and its organic certification provides a point of difference from competitors.
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 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 Harvard case study
This document summarizes information about Crescent Pure, a non-alcoholic organic beverage. It was founded in 2008 to provide a healthy and energizing drink and was later acquired by PDB in 2013. The drink contains ingredients like guarana and ginseng that provide energy without caffeine. It could be positioned as an energy drink, sports drink, or organic drink. Market analysis shows the energy drink positioning may be most profitable due to its healthy ingredients and competitive pricing, though the sports drink positioning faces a smaller market and higher price. Consumer research feedback on the drink's benefits was positive.
Crescent Pure
The document analyzes options for positioning a new acquisition called Crescent Pure, considering it as an energy drink, sports drink, or organic drink. It provides details on the characteristics, target demographics, and market for each type. Surveys of Crescent Pure customers found preferences for functionality, refreshness, and natural qualities. Analysis recommends positioning it as an organic energy drink to combine benefits, pricing it lower than the original, and setting a production level of 2,324 cases per month to cover fixed costs and make a profit. Energy drinks are ruled out due to their higher caffeine levels and sports drinks due to lower typical pricing.
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.
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case study on crescent pure
Peter Hooper started Crescent Pure as a healthy, non-alcoholic beverage in Crescent, Oregon. It expanded rapidly and Hooper secured legal protection for the proprietary recipe. Crescent Pure is packaged in an 8-ounce silver can with a simple logo and contains a hint of fruit with less sugar than fruit juice. It includes energy stimulants guarana and gingseng but is positioned as a healthier alternative to sports and energy drinks with 70% less sugar. The company targets young, health-conscious consumers and those interested in organic, sustainably-produced products.
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 : HBR Case Study
Peter Hooper founded Crescent Pure in 2008 to provide healthier beverage alternatives. In 2013, PDB acquired Crescent Pure to leverage its market and help the company grow. Vice President Sarah Ryan must decide whether to position the newly acquired Crescent Pure as an energy drink or sports drink and finalize a marketing strategy within six weeks. Market research shows the sports beverage industry is growing and Crescent Pure's low sugar content and natural ingredients appeal to health-conscious consumers, suggesting it should be positioned and marketed as a sports drink.
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 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.
Energy Drinks Market In India (Red Bull Focus)
Academic Project Summarized Below:
• Concept of Energy Drinks
• Profile of Red Bull as a pioneer in energy drinks
• Energy Drink market in India
• Created and conducted an online survey and captured responses of 100 respondents and conducted Secondary research to determine the following objectives:
- To understand and identify the energy drink market in India
- To understand consumer preference and their consuming habits
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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.
Communication strategy.pptx
Crescent Pure is repositioning itself in the energy drink and sports drink market by launching new organic products in Vancouver and Toronto at a retail price of $2.75. The communication strategy aims to (1) create brand recognition and reposition Crescent Pure competitively, (2) differentiate products, and (3) reestablish Crescent Pure as an organic energy and sports drink manufacturer. Crescent Pure will target health-conscious consumers ages 18-45 by positioning itself as an affordable yet premium organic energizing drink with natural flavors. The marketing mix will involve influencer collaborations, appealing advertisements, and bright packaging to promote the products across retail stores, websites, and social media.
Crescent Pure
The document discusses positioning a new organic drink called Crescent Pure. It should not be positioned as a sports drink due to stiff competition and lower hydration. Positioning it as an energy drink may not appeal to teens due to lower caffeine. The best option is to position it as an "Organic+Energy" drink to target both adults and the fast growing energy drink market. The price should be increased to $2.99 to improve perceptions of quality. Break-even analysis shows the company will profit with sales of over 1,42,046 cases per year.
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.
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Crescent pure Case Study
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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
The document discusses a company called PDB's plans to acquire and reposition the drink Crescent. Crescent is a non-alcoholic, organic beverage that provides an energy boost without the high sugar levels of typical energy drinks. PDB believes Crescent can be positioned as a healthier sports drink alternative. The document outlines PDB's marketing strategies, which include using celebrity endorsements and sponsorship to raise awareness of Crescent among younger consumers and position it as a healthier lifestyle choice. It also discusses conducting market research to determine the optimal positioning and pricing for Crescent.
Casestudy
An analysis of the Harvard case study Crescent Pure created during marketing intern under Professor Sameer Mathur
Crescent pure ppt
PDB's CEO has tasked the VP of Marketing Sarah Ryan with evaluating positioning strategies for Crescent Pure, a newly acquired beverage brand. Sarah must choose between positioning it as an energy drink, sports drink, or organic drink. After analyzing each market and Crescent Pure's strengths, Sarah recommends an organic sports drink positioning to differentiate it and appeal to a wider age range. A break-even analysis shows PDB will earn a $10,320 profit within a year by targeting $760,320 in revenue, exceeding its $750,000 goal.
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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Crescent pure chaitanya
- 1. Crescent Pure Case Study By Chaitanya Marwaha
- 2. Product Crescent Pure, is a Heathy alternative to Energy drinks created by Peter Hooper, a resident of Crescent, Oregon. He wanted to create a drink that would "Refresh, energize, and enhance mental focus"
- 5. 2. Helps replenish energy
- 6. 4. Helps enhance mental focus
- 7. 3. Helps relieve fatigue
- 8. 5. Low-Cal, Low Sugar 80 Cal. a can
- 9. 6. lower Caffeine, Equivalent to one cup of coffee
- 10. Positioning The product's unique features allow it to be positioned as three different products.
- 11. 1. Sports drink - Would be marketed in lieu of its energizing elements - low price launch for competing in the sports drink market
- 12. 2. healthy, Organic drinks -Positioning in this segment would require a low price strategy - would be easily marketed through its certified organic stamp
- 13. 3. Energy Drinks -with Caffeine content equivalent to a cup of coffee, easily marketable as energy drink - 40% projected growth in the succeeding couple of years
- 14. OBJECTIVE: Suitable positioning for breaking even
- 15. Recommended Positioning – Energy Drinks • It is recommended to position the product as energy drinks • The energy drink market shows 40% projected growth
- 16. Market trend in favor The target market’s growing inclination towards health conscious behavior would help the drink to market as an energy drink, but as an organic and healthy alternative.
- 17. Economic Trends in favor The projected 40% growth in the succeeding years would help capitalize on potential profits
- 18. Financial feasibility • Budget = $750,000 • Cases to be sold to breakeven = 142,045.45 • Factory’s capacity = 12,000 a month, 144,000 a year • The capacity overage after breakeven = 144,000 – 142,045.45 = 1,954.55 • Profit per case on the overage = 1,945.55 x $5.27 =10,320.02
- 19. Conclusion Position as energy drinks would not only help the company breakeven, but also to make a profit This positioning strategy would not only sway the energy drink fans, but also the health conscious populace