The document discusses the acquisition of Crescent by Portland Drake Beverage and outlines key figures involved, market position, and branding strategy. It highlights both the pros and cons of Crescent's organic energy drink, including its appeal to younger demographics and health-focused consumers, while noting competition and declining consumption trends. Key consumer preferences are identified, as well as challenges in market expansion and pricing strategies.

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