• Content of caffeine equivalent to a cup of coffee.• 70% less sugar

content.• Drink contained

mainly organic products.

INGREDIENTS OF CRESCENT

ENHANCE MENTALCONCENTRATION

• Peter Hooper founded Crescent in 2008• A hobby turned into a

business• Demand for product

grew locally in Crescent, Oregon.

CRESENT PUREPORTLAND

DRAKEBEVERAGES

AQUISITION

2013

PEOPLE INVOLVED

• Michael Booth – CEO PDB• Sarah Ryan – Vice President Marketing

PDB• Matt Levor – Director of Market

Research PDB

CURRENTSITUATION

Michael Booth has tasked Ryan with evaluating the positioning opportunities for Crescent in the market and recommend a strategy to the executive team

POSSIBLE BRANDPOSITIONING

OPTIONS

1. ENERGY DRINK

2. SPORTS DRINK

3. ORGANIC BEVERAGE

Industry specifics related

to each positioning

option

Potential benefits and drawbacks of each option

Final Recommendatio

n

REQUIREMENTS OF THE CASE

Matt Levor’s Market Research Outcomes

Market Research about the Crescent and feedback from customers

Fast Growing Market.

Estimated 8.5 Billion

consumers by 2013

Low Energy content

Consumption reduced due to negative

media attention

Increasing Demand of healthier

alternative40% growth of market in 2yrs

Reduction in consumption due to health related issues

ENERGY DRINK

High Hydrating

QualityConsumer base is not segmented

even women consume

this.

Price higher than

competitors9% growth in

5 years

Requirement for healthy alternative

2 competitors have 94%

market share

SPORTS DRINK

Emerging MarketLess

competition

Caffeine present

No consumer

base

Increasing demand of

a healthier

drink

Less advertising budget

may cause a problem

ORGANIC BEVERAGE

ADDITIONAL DETAILS Levor’s research analysis indicated that a lot of people

were associated with Crescent and have tried and liked the drink.

The demand was so great that even price hike by the retailers did not affect the sales of the product, indicating the customers are willing to pay.

Everybody is looking for a more healthier option to shift from normal Energy and Sports Drink and Crescent may attract those customers increasing the customer base.

Crescent market was not restricted to a domain where people wanted more energy like sports person or body builders, normal people also liked the product.

THE RECOMMENDATION

Position Crescent

as a

Healthy Energy Drink

DisclaimerCreated by Aakash Goyal, MIT Manipal,

during a marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow