This document provides information about the acquisition of Crescent Pure, an organic juice drink company, by PDB in July 2013. It discusses the companies and key people involved, as well as details about Crescent Pure's product. The document also analyzes the energy drink and sports drink markets, consumer perceptions of different drinks, and options for positioning Crescent Pure, ultimately recommending a "broad appeal" positioning as an organic refreshment to target both health-conscious consumers and those avoiding traditional energy/sports drinks.

1. CRESCENT PURE
HARVARD CASE STUDY

2. COMPANIES INVOLVED
PDB CRESCENT PURE

3. PDB
ACQUIRED
CRESCENT
PURE
IN
JULY 2013

4. MAJOR PEOPLE
PDB’S
Chief Executive
Officer
Michel Booth
PDB’S
Vice President
of
Marketing
Sarah Ryan

5. CRESCENT PURE
Peter Hooper founded Crescent Pure in 2008
All natural organic juice containing herbal stimulants and
electrolytes
Retailed for $3.75 a can; contained 80 mg of caffeine(as
in a cup of coffee)
Sugar content was 70% lesser than sports and energy
drinks

6. What’s New ?
Packaged in a sleek, tall silver 8-ounce can
 A clear-colored liquid.
 Taste includes a hint of fruit and was less
sweet
 Contained one 80-calorie serving.
Energy stimulants included guarana, a plant
whose seeds contained roughly double the
concentration of caffeine found in coffee beans
 Known to relieve fatigue and boost
concentration and endurance
All Crescent ingredients were “certified
organic,”

7. Energy Drink
85% market share with top 6 competitors
Lacovare Movement and the rise of healthier drinks
Primary Consumers : Males between 18-24
Threats : News relating to health issues
Sports Drink
Projected 9% growth of the industry
Top 2 competitors hold 90% market share
Opportunity : Increased demand for healthier and diet
beverages
Threat : Increasing obesity and government
intervention
P
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8. A Third Option..
•New and emerging market with the
rise of lacavore movement
•Larger consumer base
•Higher margin rates (usually 25%)
•Niche market for health conscious
customers

9. CONSUMER ANALYSIS - CRESCENT

10. Requirements of the case
Industry specifics related to each
Positioning option.
The potential benefits and drawbacks
Of each option.
Final recommendation.

11. MARKETING
RESEARCH

12. Examining how consumers perceived energy
drinks and sports drinks
Surveys
Retailer Feedback
Focus Group Feedback

13. Consumer’s perception of leading
sports drinks and energy drinks

14. Perpetual Map :2

16. Energy Drink Sports DrinkV/S

19. Break Even Analysis

20. How Should Crescent Be Positioned?
• Younger, health-conscious consumers regularly consumed energy or
sports beverages were already prospects for Crescent.
• Yet, there a second market of potential Crescent consumers, one
comprising health-conscious consumers who consistently
purchased organic and all-natural products.
• This segment avoided traditional energy and sports drinks because
of their ingredients and perhaps because of psychographic
positioning that did not resonate with their beliefs.
• This third, “broad appeal” option would make the most sense for
Crescent. Crescent should position itself as an organic refreshment.
• Capitalization on the growth of the organic food and beverage
industry can prove a boon.