This is a Harvard case study on crescent pure which talks about its history,brand positioning along with DATA INTERPRETATION

2. WHAT’S
THE CASE
BUDDY??
WILL LET U
KNOW IN
THE NEXT
SLIDE

4. PORLAND
DRAKE
BEVERAGE
CRESCENT
PURE
CRESCENT PURE
PORTLAND
DRAKE
BEVERAGE

5. PEOPLE
INVOLVED
PETER HOOPER:
Founded Crescent in
2008
MICHAEL
BOOTH: CEO
of PDB
SARA RYAN: Vice
President of
Marketing(PDB)

6. LET’S FIND
SITUATION
PDB
Acquired
CRESCENT
In July-13
Sara Ryan
RESPONSIBILTY:
DECIDE BRAND
POSITIONING
STRATEGY
MARKETING
RESEARCH
NEEDS TO
BE DONE

8. FLAVOUR Lime juice, Lemon juice ,
small amounts of raw
cane sugar and green tea
ENERGY STIMULANT Guarana seeds
80 calorie serving
80 mg of caffeine/
serving
Fruits Mixed

10. ENERGY
DRINK
SPORTS
DRINK
ORGANIC
BEVERAGE

12. PROS CONS
 UNIQUENESS • HEALTH RISKS
 NATURAL CAFFEINE • NECK TO NECK COMPETITION
 PROMOTE MENTAL FOCUS • DECLINE IN CONSUMPTION OF
DRINK FROM PAST 6 months
 PRICING STRATEGY : $ 2.75 over
conventional price of $ 2.99
• NEGATIVE MEDIA ATTENTION
 NATURAL STIMULANTS for energy
boosters
• LESS CHANCES OF FUTURE
GROWTH
Attracted youth and men of age
18-24
• MAINTAINING QUALITY AT LOW
PRICE QUESTION’S COMPANY
REPUTATION

14. PROS CONS
Low Sugar Content  General Price is less as compared
to $ 2.75 for 8 –oz can
Attracted a wider consumer base
than did energy drinks
 Competition with Top Brands
already dominating market
Wide and easy Availability  Less women consumers
Sports drinks come in a variety of
sizes and average $1.00 to $2.00
for 12-oz. and 24-oz. containers.
Market is $2.2 billion less than
energy market
Act as energy booster, can
remove fatigue and helpful in
fitness
Less scope of expansion
considering present scenario

16. •PROS •CONS
•Large Consumer Base • Feasibility Problem
•Rising popularity of natural
and organic ingredients .
• Primary focus on health
often results in missing out
on other consumer segments
•Consumers are now focused
and rely on healthy products
• Time consuming
considering distribution of
products
•Fitness ,being most
important in today’s time
makes organic beverage a
perfect product for use
•Organic beverages claimed a
price premium (on average
25%) over conventional
beverages of the same variety
• Quality products are
demanded by consumers and
they are willing to pay high
prices for it
ORGANIC
BEVARAGE


18. DESCRIPTORS CONSUMERS CHOICE
REFRESHING 35%
HEALTHY 22%
AFFORDABLE 29%
FUNCTIONAL 47%
TOO SWEET 9%
SUITABLE FOR TEENS 8%
FUN 19%
NATURAL 38%
HYDRATING 29%

19. DEMOGRAPHIC OF CRESCENT AGE
RANGE
18-24 44%
25-34 36%
35-44 15%
45-54 3%
55+ 2%
ONLINE CONSUMERS
CATEGORY CRESCENT USERS
MALE 59%
FEMALE 41%
COLLEGE DEGREE 62%

20. 35
22
29
47
9
8
19
38
29
CONSUMER DESCRIPTION
REFRESHING HEALTHY AFFORDABLE
FUNCTIONAL TOO SWEET SUITABLE FOR TEENS
FUN NATURAL HYDRATING

21. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
18-24 25-34 35-44 45-54 55+
CONSUMERS
AGE GROUP
ONLINE CONSUMERS
59%
41%
62%
CONSUMERS CATEGORY
MALE FEMALE COLLEGE DEGREE
GRAPH-3

22.  CREATED BY PRAHASTH BHUTANI ,UPES-DDN
DURING AN INTERNSHIP UNDER PROF.SAMEER
MATHUR,IIM-LUCKNOW