PDB acquired Crescent Pure, an organic beverage company founded in 2008 known for its functional drink. Crescent Pure uses green tea, raw cane sugar, and electrolyte water as its prime ingredients and saw very high demand. The acquisition helped PDB expand into the healthy beverage market and earn $120.5 million in revenues by 2012. Statistical analysis shows most Crescent Pure customers are younger health-conscious consumers who prefer its lower sugar content compared to other drinks.

1. MAKE THE RIGHT
CHOICE!
Because each decision matters!

2. INTRODUCING PDB
(Portland Drake Beverages)

3. COMPANY PROFILE
 Manufacturer of organic juices and
sparkling waters.
 Earned revenues of $120.5 million
by 2012.
 Values: Health and affordability.

4. WHO ARE THE PLAYERS?
 Sarah Ryan
Vice President, Marketing, PDB
 Michael Booth
CEO, PDB

7. CRESCENT PURE:
HISTORY
CRESCENT PURE
 Founded by Peter Hooper in 2008.
 Non-alcoholic drink, functional beverage.
 Healthy, energizing.
 Hydrating
 Very High Demand.

8. CRESCENT’S ACQUISITION BY PDB

25. CRESCENT PURE
VS
COUNTERPARTS

26. I AM DIFFERENT!

27. WHY CRESCENT PURE?

28. INGREDIENTS OF CRESCENT PURE

30. Also consists of-
 Guarna
A herbal stimulant
 Ginseng
Lowers Stress, Raises Brain
Function
Prime Ingredients-
 Green Tea
 Raw Cane Sugar
(70% less Sweet)
 Electrolytes Water

31. COMPARISON WITH OTHER DRINKS

33. CONSUMER STATISTICS

34. CUSTOMER RESPONSE

35. SOME OTHER STATISTICS

36. STATISTICAL ANALYSIS

37. STATISTICAL ANALYSIS

44. DISCLAIMER
This is a Harvard Business Case Study prepared by Nishtha Kapoor from Jesus and Mary
College, University of Delhi during a Marketing internship under the able guidance of
Professor Sameer Mathur of IIM- Lucknow.