Case study on       crescent pureBY SHALAKA SITRERCOEM

Introduction 

Crescent pure originally started as a non alcoholic beverage  Started by peter hooper  Later on it expanded so rapidly that hooper secured legal protection for

proprietary recipe .

                    History 

Peter hooper native of crescent, oregon saw a marketing opportunity for healthy ,energizing drink

Created to fullfill the demand for an healthier alternative for users.

 Under portland drake beverage(PBD).

Ingredients and packing 

Ingredients and packing 

Pakaged in a sleek,tall silver 8-ounce can with simple crescent logo 

It includes a hint of fruit and was less sweet than fruit jiuce .

80 calorie serving Energy simulants – guarana and

gingseng

The energy simulants charecterise it as a energy drink

 All crescent ingredients are certified as organic .

Competitive advantage 

Competitive advantage 

Because they chose to position themselves as a healthy drink alternative 

Due to the lacovore movement they have a added benefit over others.

Certified as organic  70% less sugar than leading sports

and energy beverages 

Added benefit in oregon for crescent pure 

Target markets 

What is the target market?

Youngsters within the age of 18-34 years who are young and as well health conscious 

The second category of target people include those under psychographic segmentation :  are those people who see products label and overall company`s value

Target market category 2

Psychographic segmentation 

Contemplating positioning 

What would be the positioning strategies??

Certain criteria thought of... Younger health conscious

consumers  Psychographic segmentation 

But would that be a good idea? But limiting its positioning to just one

or two of these attributes excludes the other lucrative consumers segments.

So they position the brand in a broader manner.

Crescent product positioning options in two categories :energy drinks or sports drink .

In depth reseacrh on market sizes , competitors and consumer prefrences etc.

Wanted a drink that would energize and enhance mental focus . Crescents herbal stimulus delivered 50mg of caffeine same energy

effect as a cup of coffee . 70% less sugar content aslo.

Distribution and the strategy used. 

Crescent will prcoeed to soft launch the product in wahsington,oregon and california.

These places will have an added advantage of locavore movement . These products woul also be made available with big boxes I.e. in big

stores like target and walmart . The online ordering of these products would also be possible through

the rental services or site. If there is a positive response and profit generated the trade would be

expanded.

         Thankyou!