A case study analysis based on the managerial decisions of PDB and positioning it.

1. A
Harvard
Case
Study
www.hbr.org

2. A

5. 1) For flavor, it contains lime juice, lemon juice, small
amounts of raw cane sugar and green tea.
2) Fine-grain salt was delivered as electrolytes with
each serving.
3) Energy Stimulants included:
a. Guarana : a plant native to South America
whose seeds contained roughly double the
concentration of caffeine found in coffee beans
b. Ginseng : a herbal supplement known to
relieve fatigue and boost concentration and
endurance.
4) One 8 ounce can contained one 80 calorie serving.

10. nsumer study

14. Point
of
Difference
(PODs)
Organic certification and
minimal caffeine content
gives them an edge over
other competitors.
-Energy Drink
42% consumers considered it as
“anytime beverages”, so a wider
customer base
low sugar content and all-natural
ingredients attracted even health
conscious customers
-Sports Drink

15. Energy Drinks
Sports Drinks

16. • 85% revenue-Together, Fright,
Razor, Torque, and Stellar
• 15%-Thirty independent regional
and national producers
Energy
Drink
• 73% revenue by
Gleam
• 21% revenue by
Drip
• Rest 6% revenue
by 20 producers
Sports
Drink

17. Strength
Organic
Natural
Low sugar content
Herbal stimulant
Positive response from Soft Launch
Environment-friendly packaging
Weakness
Higher price than most drinks
Little awareness due to lack brand extension
strategies
Other competitors are well evolving in this
very field
Opportunity
Growing sports market
Emerging low diet consciousness
Larger group of health conscious consumers
Considered a “anytime beverage” providing
wider consumer base.
Threat
Growing industry competition as new
emerging companies arise
Publics disapproval as it’s a new brand
Stricter government rules imposition
SWOT
ANALYSIS

19. 3RD
OPTION

25. Organic
Beverage
Energy
Drink
Organic
Energy
Drink

28. $1.24
(Manufacturer:18%)
$1.65
Distributor:25%
$2.75
Retailer:40%

31. Istockphotos.com
Colorlover.com
Flickr.com
Google.com
Freeimages.com
Youtube.com
Wikipedia.org
Marketing Management by Philip
Kotler and Kevin Lane Keller

32. This presentation was done by SOUGATA MAZUMDER, IIESTS, during an
internship under the able guidance of Prof.Sameer Mathur, IIM Lucknow.