Crescent pure Harvard case study
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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.
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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
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.
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.
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
HBR_Crescent_Pure
PDB acquired Crescent Pure, an organic juice drink containing caffeine, in July 2013. Crescent Pure aimed to position itself in the growing energy drink market by October 2013 through a soft launch in 3 states with $750,000 in advertising. Market research showed Crescent Pure was perceived as refreshing, healthy, and functional by consumers aged 18-24. Positioning it as an organic energy drink could reinforce these perceptions and help it break even with monthly sales of 12,000 cases by generating $760,320 in annual profit.
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
PDB acquired Crescent Pure to expand into the functional beverage market. Sarah Ryan must choose between marketing Crescent Pure as an energy drink or sports drink. While energy drinks have strong growth, health concerns exist. Sports drinks attract a wider audience but the market is dominated by top brands. Ryan finds a third option is to market as an organic beverage, leveraging Crescent Pure's advantage over energy and sports drinks. A break-even analysis shows marketing as organic would earn a small profit in the first year.
Crescent pure
The document discusses PDB Beverages' plans to launch and distribute the organic energy drink Crescent Pure. PDB planned a soft launch of Crescent in 3 western states in 2014, spending $750,000 on advertising with the goal of meeting or exceeding $750,000 in profits that year. If successful, they would fund a national expansion in 2015. PDB acquired Crescent in 2012 and decided to lower its retail price to $2.75 per 8oz can, reflecting PDB's strategy of affordable organic products. Variable costs were $1.02 per can and PDB's wholesale price to distributors was $1.24 per can. To ensure distributor profitability, PDB limited the initial launch to 3 distributors in the western
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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
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.
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.
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
HBR_Crescent_Pure
PDB acquired Crescent Pure, an organic juice drink containing caffeine, in July 2013. Crescent Pure aimed to position itself in the growing energy drink market by October 2013 through a soft launch in 3 states with $750,000 in advertising. Market research showed Crescent Pure was perceived as refreshing, healthy, and functional by consumers aged 18-24. Positioning it as an organic energy drink could reinforce these perceptions and help it break even with monthly sales of 12,000 cases by generating $760,320 in annual profit.
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
PDB acquired Crescent Pure to expand into the functional beverage market. Sarah Ryan must choose between marketing Crescent Pure as an energy drink or sports drink. While energy drinks have strong growth, health concerns exist. Sports drinks attract a wider audience but the market is dominated by top brands. Ryan finds a third option is to market as an organic beverage, leveraging Crescent Pure's advantage over energy and sports drinks. A break-even analysis shows marketing as organic would earn a small profit in the first year.
Crescent pure
The document discusses PDB Beverages' plans to launch and distribute the organic energy drink Crescent Pure. PDB planned a soft launch of Crescent in 3 western states in 2014, spending $750,000 on advertising with the goal of meeting or exceeding $750,000 in profits that year. If successful, they would fund a national expansion in 2015. PDB acquired Crescent in 2012 and decided to lower its retail price to $2.75 per 8oz can, reflecting PDB's strategy of affordable organic products. Variable costs were $1.02 per can and PDB's wholesale price to distributors was $1.24 per can. To ensure distributor profitability, PDB limited the initial launch to 3 distributors in the western
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:HARVARD CASE STUDY
This is a Harvard case study on crescent pure which talks about its history,brand positioning along with DATA INTERPRETATION
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.
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 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 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
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 ppt.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
Transforming energy drinks with natural, organic ingredients
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Crescent Pure
Sarah Ryan was tasked with finalizing the market positioning for Crescent Pure, a non-alcoholic functional beverage company recently acquired by PDB. She considered positioning it as an energy drink or sports drink but had concerns about competition in those markets. Her analysis found that an organic refreshment positioning emphasized Crescent Pure's uniqueness as having 70% less sugar and the same caffeine as coffee while being hydrating. Consumer analysis supported this, finding satisfaction across ages and genders with those who endorsed it on social media.
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.
Crescent Pure HBS - Case Analysis - Adesh Sharma, IIT Delhi
The document discusses product positioning strategies for Crescent Pure, an organic energy drink acquired by Portland Drake Beverages. It analyzes positioning it as an energy drink or sports drink and examines consumer perception and market research data. It also considers positioning it as an organic beverage. The marketing team recommends positioning it as a mixture of organic and energy drink based on its benefits over drawbacks of each option. Financial projections show it would break-even in its first year with this strategy.
Powerade - Prevail
Male teens and young adults ages 18-24 most commonly drink sports drinks. Sports drinks consumption has plateaued in recent years while natural beverage sales have grown 29% since 2009. Powerade plans to launch an all-natural addition called Prevail containing natural ingredients like stevia and sea salt with a slimmer, biodegradable bottle to appeal to health-conscious consumers.
PURE NECTAR: Simply Natural. Heavenly Taste!
Cold-Pressed juice provide 60% more Vitamin A and 42% more Vitamin C. PURE NECTAR Franchise has a tasty line of cold-pressed juices the are all natural (no additive, no preservatives and no artificial sugars) with a heavenly taste. Find out how you can bring Pure Nectar franchise to your world.
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
Crescent Pure - Harvard Case Study
Created by Shubhangi Gupta under the guidance of Sameer Mathur, Prof. IIM Lucknow
Crescent pure
Crescent pure: Case Study.
This presentation has been created by Ayush Tyagi, IIT Roorkee, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure case study
PDB acquired Crescent Pure, an organic juice drink company, and wanted to position its brand to expand into the functional beverage market. Crescent Pure was currently seen as an energy drink by consumers due to its 80mg of caffeine. PDB analyzed positioning it as an energy drink, sports drink, or organic drink. Positioning as an organic energy drink was chosen to appeal to perceptions of it being healthy while capitalizing on the booming energy drink market. This positioning aimed to make inroads into the organic drink market through brand extension. However, break even analysis showed Crescent Pure would barely break even with its $750,000 advertising budget.
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Crescent pure
Crescent Pure was an organic, non-alcoholic beverage that was acquired by Portland Drake Beverages in 2013. It contained natural energy-enhancing ingredients like guarana, ginseng, and green tea, as well as lime, lemon, and cane sugar. The beverage was packaged in tall, silver cans and was gaining popularity due to its natural ingredients and taste. Portland Drake saw potential in Crescent Pure to expand its organic product lines. The energy drink market was growing and opportunities existed for healthier options made with purer ingredients.
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
Crescent Pure was a non-alcoholic beverage founded in 2008 and acquired by Portland Dark Beverages in 2013. It contained energy-enhancing, hydrating, and organic ingredients. Michael Booth, the CEO of PDB, was analyzing options to position Crescent Pure either as an energy drink or sports drink. Positioning it as an energy drink offered larger market share but also faced more competition and negative publicity regarding health risks. Positioning it as a sports drink faced a smaller market but was seen as more refreshing and healthy. Through market insights and break even analysis, Booth evaluated highlighting Crescent Pure's healthy and organic roots as a potential strategy.
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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:HARVARD CASE STUDY
This is a Harvard case study on crescent pure which talks about its history,brand positioning along with DATA INTERPRETATION
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.
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 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 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
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 ppt.
Crescent Pure is an organic energy drink acquired by PDB in 2013. Sarah Ryans must finalize the product positioning strategy for Crescent Pure in a few weeks. There are two viable positioning options - as an energy drink or a sports drink. After analyzing customer segmentation data, market growth trends, pricing strategies, and product differentiation opportunities for both options, an energy drink positioning is recommended. It attracts a larger customer base and market, is better aligned with PDB's pricing approach, and allows Crescent to differentiate itself as a healthy organic alternative in a category with negative publicity around artificial ingredients.
Transforming energy drinks with natural, organic ingredients
Natural, functional beverages—without too much caffeine or sugar—are driving growth in the energy drink market.
Crescent Pure
Sarah Ryan was tasked with finalizing the market positioning for Crescent Pure, a non-alcoholic functional beverage company recently acquired by PDB. She considered positioning it as an energy drink or sports drink but had concerns about competition in those markets. Her analysis found that an organic refreshment positioning emphasized Crescent Pure's uniqueness as having 70% less sugar and the same caffeine as coffee while being hydrating. Consumer analysis supported this, finding satisfaction across ages and genders with those who endorsed it on social media.
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.
Crescent Pure HBS - Case Analysis - Adesh Sharma, IIT Delhi
The document discusses product positioning strategies for Crescent Pure, an organic energy drink acquired by Portland Drake Beverages. It analyzes positioning it as an energy drink or sports drink and examines consumer perception and market research data. It also considers positioning it as an organic beverage. The marketing team recommends positioning it as a mixture of organic and energy drink based on its benefits over drawbacks of each option. Financial projections show it would break-even in its first year with this strategy.
Powerade - Prevail
Male teens and young adults ages 18-24 most commonly drink sports drinks. Sports drinks consumption has plateaued in recent years while natural beverage sales have grown 29% since 2009. Powerade plans to launch an all-natural addition called Prevail containing natural ingredients like stevia and sea salt with a slimmer, biodegradable bottle to appeal to health-conscious consumers.
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Cold-Pressed juice provide 60% more Vitamin A and 42% more Vitamin C. PURE NECTAR Franchise has a tasty line of cold-pressed juices the are all natural (no additive, no preservatives and no artificial sugars) with a heavenly taste. Find out how you can bring Pure Nectar franchise to your world.
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
Crescent Pure - Harvard Case Study
Created by Shubhangi Gupta under the guidance of Sameer Mathur, Prof. IIM Lucknow
Crescent pure
Crescent pure: Case Study.
This presentation has been created by Ayush Tyagi, IIT Roorkee, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Crescent Pure case study
PDB acquired Crescent Pure, an organic juice drink company, and wanted to position its brand to expand into the functional beverage market. Crescent Pure was currently seen as an energy drink by consumers due to its 80mg of caffeine. PDB analyzed positioning it as an energy drink, sports drink, or organic drink. Positioning as an organic energy drink was chosen to appeal to perceptions of it being healthy while capitalizing on the booming energy drink market. This positioning aimed to make inroads into the organic drink market through brand extension. However, break even analysis showed Crescent Pure would barely break even with its $750,000 advertising budget.
Brand prism of beverage startup
Brand Prism details of a beverage startup in this competitive market with its positioning, competition analysis, and much more.
Crescent pure
Crescent Pure was an organic, non-alcoholic beverage that was acquired by Portland Drake Beverages in 2013. It contained natural energy-enhancing ingredients like guarana, ginseng, and green tea, as well as lime, lemon, and cane sugar. The beverage was packaged in tall, silver cans and was gaining popularity due to its natural ingredients and taste. Portland Drake saw potential in Crescent Pure to expand its organic product lines. The energy drink market was growing and opportunities existed for healthier options made with purer ingredients.
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Similar to Crescent pure Harvard case study
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
Crescent Pure was a non-alcoholic beverage founded in 2008 and acquired by Portland Dark Beverages in 2013. It contained energy-enhancing, hydrating, and organic ingredients. Michael Booth, the CEO of PDB, was analyzing options to position Crescent Pure either as an energy drink or sports drink. Positioning it as an energy drink offered larger market share but also faced more competition and negative publicity regarding health risks. Positioning it as a sports drink faced a smaller market but was seen as more refreshing and healthy. Through market insights and break even analysis, Booth evaluated highlighting Crescent Pure's healthy and organic roots as a potential strategy.
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.
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.
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- 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
Crescent Pure is an organic, all-natural drink that provides 80 mg of caffeine and less sugar than energy and sports drinks. It was founded in 2008 and later acquired. The document discusses whether to position Crescent as an energy drink or sports drink. Key considerations for each option are reviewed, including pros, cons, market size, prices and consumer data. Positioning as an energy drink is recommended due to the larger market opportunity for natural products, Crescent's consumer base of children focused more on caffeine than natural ingredients, its pricing advantage, and the energy drink market's 40% growth from 2010-2012.
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 - Harvard Case Study Analysis, by Guhapriya Sridhar, during an internship with Prof. Sameer Mathur, IIM-Lucknow.
Crescent Pure Case Study Solution
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Crescent Pure - HBR Case Analysis
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Crescent pure
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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
Casestudy
An analysis of the Harvard case study Crescent Pure created during marketing intern under Professor Sameer Mathur
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
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.
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 - 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 Case Review
PDB acquired Crescent Pure, a non-alcoholic beverage, to expand into the functional beverage market. Crescent contained 80mg of caffeine from organic sources and was 70% lower in sugar than sports drinks. It sold well in local markets. VP of Marketing Sarah Ryan must determine the product's positioning strategy. Options include energy drink, sports drink, or organic drink. Market research showed consumers associated it most with energy. Younger consumers were the primary customers. Retailers reported strong sales and higher prices still sold out inventory. Most found it a healthy alternative to energy drinks. The recommendation is to position Crescent as an organic energy drink to capitalize on the growing market and appeal to its consumer base.
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.
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I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
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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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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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Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
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Crescent pure Harvard case study
- 2. WHAT IS CRESCENT PURE? It is a non-alcoholic organic beverage with refreshing ingredients to charge your energy up
- 3. HISTORY Founded by Peter Hooper in 2008 to cater the market for healthy and energizing drink with natural ingredients.
- 4. ACQUISITION BY PDB PDB acquired Crescent in July 2013; the drink’s combination of energy-enhancing, hydrating, and all-organic ingredients made it a natural extension for PDB’s existing organic product lines.
- 5. WHY CRESCENT PURE? 1. Made out of all natural and organic products. 2. Refreshing, energizing drink 3. Low caffeine content with high energy.
- 6. INGREDIENTS AND PRICING Guarana, a native seed of South America which contains caffeine; Ginseng, to relieve fatigue and boost concentration; For flavor lime juice, green tea, a bit of raw cane sugar were added. The founder of company priced the drink at $3.75 for 8 ounce can but PDB decided it would be more profitable to price it at $2.75 so that it would give competition to other products in same segment.
- 7. PRODUCT POSITIONING Energy drink due to its energy giving contents. Sports drink due to its hydrating nature. Another possible position organic drink due to its all organic composition.
- 8. ENERGY DRINK PROS: The market for energy drink in US was estimated to be $8.5 billion in 2013. Average price of a 8 ounce can in US is $2.99, above the $2.75 price point. Energy drinks targeted men between 18 and 24 years of age.
- 9. ENERGY DRINK CONS: Negative media attention resulted in fallen consumption. Due to concerns about health and safety people decreased their consumption. High competition among top 4 drinks. They occupy 85% of the market.
- 10. SPORTS DRINK PROS: The market for sports drink in US was around $6.3 billion in 2012. Roughly half of the men drank sports drink while a third of women did. More popular among young generation. The low sugar content of the drink made it a more healthy choice in the segment.
- 11. SPORTS DRINK CONS: Market is less than what it is for energy drink. The average $1 to $2 for a 12 to 24 ounce can which is less than the decided $2.75 for 8 ounce can. Due to obesity threats people are refraining from these drinks.
- 14. ANALYSIS OF THE SITUATION 1. The energy drink positioning at this price point would definitely profit to the company due to more healthy components used with same energizing features. 2. To position it as a sports drink company need a more strong and wide advertisement campaign as their price is slightly more. 3. There is a chance of third position as a organic beverage due to its all organic composition. 4. There is a positive feedback to the Drink from the consumer research done.
- 15. PERCEPTUAL MAP
- 17. BREAK EVEN ANALYSIS • Variable cost per can $1.02 . Cost of 24 can case $1.02*24= $24.48. • Wholesale price to distributor per case= $29.76. • Profit= $29.76 - $24.48= $5.28 • Amount spend on advertisement= $750000 • Number of cases to be manufactured per month = (75000/5.28)/12 = 11837(approx.) • Now the amount to be produced is less than maximum capacity so break even is possible
- 18. SUMMARY There are three positioning possibilities : 1. Energy drink 2. Sports drink 3. Organic drink People’s perception shows that it is ideal for any of the positioning. Now comes into play the market size and competition.
- 19. disclaimer This presentation has been made by Harshit Laddha, IIT(ISM) Dhanbad during a marketing internship under prof. Sameer Mathur, IIM Lucknow.