Crescent pure- A Harvard case study
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Transcript of Crescent pure- A Harvard case study
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.