A case study on the Crescent pure as a part of an internship by prof Sameer Mathur, IIM Lucknow.

3. Crescent Pure is non-
alcoholic functional
beverage.
It is an all natural
beverage slightly
infused with organic
juices, herbal
stimulants.

4. Crescent was crafted to refresh, energise and enhance
mental focus!
Herbal stimulants delivered 80mg of caffeine, roughly the
same as a cup of coffee.

5. Crescent’s sugar, is
derived from organic
raw sugarcane, is
70% less than leading
sports and energy
drinks!

7. Situation!
Portland Drake Beverages acquired Crescent to expand
into the rapidly growing functional beverage segment in
order to maximise revenues.
Advertising campaign budget-$750,000.

8. Let’s take a
look at
Crescent’s
customers!

11. ENERGY DRINK MARKET:
PROS CONS
Projected market-$8.5 billion,
growing at 40%, to reach
$13.5 billion by 2018
Average price for 8 ounce
can-$2.99
Enthusiastic customers-Men
of 18-24 years old
Sales of energy drinks with
lower levels of caffeine and
purer ingredients rising due
to demand for healthier
drinks.
Top 4 brands occupied 85%
market share.
Only 32% of consumers had an
energy drink in the past 6 months.
11% of them decreased
consumption due to health risks.
Negative marketing –health risks.

12. SPORTS DRINK MARKET
PROS CONS
Market revenue -$7.5 billion
Expected to grow to $9.85
billion in 2017.
Attracted a wide customer
base than energy drinks.
Consumers-62% aged b/w
18-24, 77% aged b/w 12-17
Increasing demand for diet
and low sugar sport drinks.
Market grew by 33% in 2
years.
Market size for diet sports
drinks expected to increase
Negative marketing-childhood
obesity
Top 2 brands occupied 94%
market share.
Slowing market-increased only by
9% between 2007 and 2012.
Only 27% of the consumers are
females.

13. ORGANIC DRINK MARKET
PROS CONS
Growing market for products with
natural and organic ingredients.
Target a wider consumer base.
Command a premium pricing
(25% more than conventional
beverages )
Sole focus on health and quality –
lose out on other important
customer segments.
Appeal to a wide range of
customers not feasible on
$750,000 budget.
More distributors and retailers to
be evaluated –time won’t permit.

16. CONCLUSION!
 History
 Ingredients
 Description of Crescent
 Crescent consumer study
 Positioning strategy
 Pros and cons
 Final verdict

17. DISCLAIMER!
Created by Sunidhi Sahay, VIIT PUNE, during
a marketing internship by Prof. Sameer
Mathur,IIM Lucknow.
DISCLAIMER!
Created by Sunidhi Sahay, VIIT PUNE, during a
marketing internship by
Prof. Sameer Mathur,
IIM Lucknow.