Crescent’s History

Founder : Peter Hooper

Year : 2008

Aim : To create a drink that would refresh,

energize, and enhance metal focus without compromising health.

Crescent PDB

PDB’s Strategies :

• Organic beverages.

• Soft launch

Sarah Ryan VP of Marketing for PDB had

to decide product-positioning strategies

for Crescent pure to maximize revenue

Of the D

rink

Positioning Options

Sports Drink

Pros and Cons

Hydrating

Mental focus

Energy boost

Crescent

Pros and ConsEnergy Drink

Uniqueness

Less sugar more energy and caffeine

Absolutely Organic

Market $8.3 billion

Crescent = $2.75 for 8 oz

POD

Organic

Minimal caffeine

No stimulants

No artificial sweetners

Negative media attention

Only 32% consumers in last 6 months

En

erg

y D

rin

ks Market Size

Consumer data

Competition

Opportunity

Threats

Sp

ort

s D

rin

ks Market Size

Consumer data

Competition

Opportunity

Threats

Market consumer study

0

10

20

30

40

50

60

Refreshing Healthy Affordable Functional Too Sweet Suitable forTeens

Fun Natural Hydrating None of these

Energy drink

Sports Drinks

Crescent’s online consumer

Demographics

0% 10% 20% 30% 40% 50%

18-24

25-34

35-44

45-54

55+

Age based demographics

Percentage

Other Demographics

0.59, 59%

0.41, 41%

Gender-wise

Male

Female

College

Degree 62%

Household

income(median)

$42,500

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Percentage of respondents who described Crescent

Percentage

Energy Drink

Fast Market

Growth.

Organic and

natural

ingredients

Age group 18-34

were major

Consumers.

Very High

Competition

People choosing

Healthier and

organic drink

Negative media

Remarks.

Concerns about

health and

safety

Sports Drink

Large Consumer

Base.

More people find

it healthy and

Refreshing.

Increase in

market

is less.

Healthy, low-

sugar drinks are

in high

demand.

Rise in market

size for healthy

drinks.

Government

guidelines

to remove high-

calorie sugary

drinks and

snacks from

schools.

Energy Drink Sports

drink

Organic Energy Drink

Profit margins

18%

25%40%

Costs and calculations for break-even

Break-

even

Summary

Pros and cons of each

position

Strategies and

Positioning problem

Company history,

acquisitionMarket research

Market Analysis

Recommendation on positioning

SWOT Analysis

Break-even analysis

Credits

https://images.google.co.in/

portlandbeverage.com/

https://pixabay.com/

www.livestrong.com › Food and Drinkhttps://www.youtube.com/watch?v=TrrRAWG36gI

Disclaimer

Created by Prajakta Tamhankar, VIT Mumbai,

during marketing management internship

under Prof. Sameer Mathur, IIM Lucknow.