PDB owns Crescent Pure, an organic functional beverage. It is considering positioning strategies such as sports drink, energy drink, or healthy organic beverage. Positioning as a sports drink could fail since Crescent's price is higher than sports drinks and a past sports drink strategy failed. Positioning as a healthy organic beverage matches Crescent's consumers, ingredients, and prices better than other options. A $750,000 ad campaign and 12,000 case monthly production would allow PDB to break even within a year.
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
Crescent Pure - A Harvard Business School Case Study analysis.
This case study was prepared as part of Marketing Internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
A presentation made on the analysis of a Havard Business School briefcase on- Crescent Pure, during a Marketing Management internship by Professor Sameer Mathur.
A Harvard Case Study Analysis on Crescent Pure,an organic energy drink under the guidance of Prof. Sameer Mathur, IIM Lucknow for the Marketing Management Internship
Representatives of Portland Drake Beverages are in a fix trying to determine a product position for their newly acquired firm Crescent Pure. What should they do? A Case Study.
Crescent pure: Case Study.
This presentation has been created by Ayush Tyagi, IIT Roorkee, during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
An analysis of the Harvard Case Study- Crescent Pure. This case study was prepared during a marketing Internship under the guidance of Professor Sameer Mathur, IIM Lucknow
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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- New framework for examining and safeguarding an online reputation
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
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The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
1. Crafting the perfect Brand Positioning
Crescent Pure A Harvard Business School Case Study
-Shail Daswani-
2. COMPANIES INVOLVED
1. PORTLAND DRAKE BEVERAGES
• Manufacturer of Organic Juices & Sparkling Waters
• Revenues increased to $120.5 million by 2012
• Recently acquired Crescent Pure
2. CRESCENT PURE
• Crescent pure is a non-alcoholic functional beverage
• The drink is a combination of energy enhancing, hydrating, & all-organic ingredients.
4. THE CURRENT SITUATION
Michael Booth, PDB’s CEO, has tasked Ryan
with evaluating the positioning opportunities
for Crescent and asked her to recommend a
positioning strategy to the executive team.
5. Quality and Affordable Organic
beverages are the core values of
PDB.
PDB knows that the country’s
largest national beverage
companies would be launching
their organic beverages in late
2015.
In order to counter the same,
PDB wants to beat its competitors
through Crescent Pure.
Due to production constraints,
the company is planning a soft
launch in 3 states in 2014, which
will give them a clear picture for
the big launch in 2015.
7. Crescent :- About the drink
In order to come up with a conclusion about the drink’s positioning, we need to know more
about it.
❖ All natural beverage lightly infused with organic
juices, herbal stimulants and enhanced mental
focus
❖ Same energy effect as a cup of coffee
❖ 70% less sugar content than leading energy &
sports drinks
9. R E P U TAT I O N O F P D B
& L O V E F O R C R E S C E N T
• PDB’s revenues reached to $120.5
million dollars in 2012.
• PDB had strong distributor
relationships
• Crescent was mainly popular in
Oregon, where the people supported
healthy and organic food choices.
10. C O N S U M E R A N A LY S I S
• The consumer analysis outcomes
point to the fact that around 80
percent of the people who drink
crescent are aged under 35.
• Most of the people who drink
crescent feel that the drink has
healthy organic ingredients,
appealing taste and affordable price.
Percentage of respondents who indicated a word that described energy or sports drink
11. ENERGY DRINK MARKET ANALYSIS
OPPORTUNITIES
• The consumers wanted
to shift to low levels of
caffeine & pure
ingredients.
COMPETITION
• Together, Fright, razor,
Torque and Stellar
accounted for 85% of
the total category
market share.
CONSUMER DATA
• The majority age of
energy drink consumers
is between 18 & 34.
MARKET SIZE
• Growth by 40% between
2010 & 2012.
• Estimated worth $13.5
billion by 2018
THREATS
• Due to the alleged
health risks,
consumers consumed
less and less because
of health
12. SPORTS DRINK MARKET ANALYSIS
OPPORTUNITIES
• New diet and low sugar
drinks were occupying
a considerable market
share.
CONSUMER DATA
• Roughly, half of the
men consumed sports
drink, while only one
third women consumed
sports drinks.
COMPETITION
• Gleam and Drip are the
major competitors and
occupy around 90% of
the total market share.
GROWTH
• Market increased by
9% between 2010 &
2012.
• Expected to reach $9.58
billion by 2017.
THREATS
• Concerns regarding
childhood obesity led to
the banning of Vending
machines from schools.
Majority consumers
were teenagers.
13. ORGANIC BEVERAGE MARKET ANALYSIS
OPPORTUNITIES
• With the hydrating
elements and all-
organic reputation of
Crescent, the drink can
cater to consumers of
various ages.
GROWTH
• Relatively new market
segment to exploit since
the traditional organic
beverages include tea,
coffee, soft drinks, etc.
CONSUMER DATA
• A segment of consumers
who are health
conscious and avoid
energy drinks due to
their high caffeine
content.
COMPETITION
• For a drink like
crescent, there must be
no competition since it
provides good taste,
high nutrition and
considerable hydration.
14. IS CRESCENT REALLY DIFFERENT?
Most of the consumers of Crescent find the drink “Energetic”.
Several consumers said that Crescent was exactly what they wanted in a beverage:
healthy ingredients, good taste, and a slight pick-me-up.
The price of Crescent was less than the average price of a regular energy drink. On th
other hand, the price of Crescent was more than the average price of a regular sports
drink.
15.
16. “Keeping the current scenario in mind, the best
option would be to position Crescent as an
Organic & Healthy Beverage”
17. Supporting Details
❖ The consumers of Energy Drink & Sports Drink are looking for a healthier alternative due to
obesity and caffeine issues that arise from these drinks.
❖ Positioning Crescent as a sports drink can go completely wrong since the price tag of Crescent
is way above average price of a regular sports drink & such a strategy has backfired for PDB in
the past.
❖ A considerable amount of consumers of Sports drink are teenagers. But the consumer analysis
of Crescent signifies that Crescent is not suitable for teens.
❖ Retailer feedback suggests that increase in the prices did not affect the sales. So, PDB can run a
sensible Ad campaign in a budget of $750,000 since Crescent was already branded to some
extent.
19. ❖ The variable cost of 1 can is $1.02 for the manufacturer. After applying a
margin profit of 18%, the per prize can to the distributor would be $1.24.
❖ A net margin of $0.22 on 1 can. Company’s production would result in 12,000
cases per month.
❖ Net Revenue = 0.22 * 24 * 12000 * 12 = $760320 (One year Revenue)
❖ Net Profit = 760320 - 750000(Advertising expenditure) = $10,320
❖ The above analysis shows that PDB would break even and would eventually
go on and earn a net profit of $10,320.
20. DISCLAIMER
These slides were created
by Shail Daswani, IIT
Kharagpur as a part of a
Summer Internship under
Prof. Sameer Mathur, IIM
Lucknow.
