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Crescent Pure

A Harvard Business School Case Study-Rashish Singh

Companies Involved

Portland Drake

Beverages

Crescent Pure

Acquired

People Involved Michael Booth• PDB’s CEO

Sarah Ryan • PDB’s Vice President of Marketing

Michael Booth, PDB’s CEO, had tasked Ryan with evaluating the positioning opportunities for Crescent and asked her to recommend a positioning strategy to the executive team

Possible Brand Positioning Options

1- Energy Drinks

2-Sports Drink

3- Healthy Organic Beverage

Objective Of The Case Analysis

Choose a suitable brand positioning for Crescent Pure by proper interpretation of the available data.

Requirements of the Case Industry specifics related to each positioning option. The potential benefits and drawbacks of each option.

Final recommendation.

Matt Levor’s first Market Research Outcomes

Refreshing Healthy Affordable Functional Too sweet Natural Hydrating05

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Percentage of respondents who indicated a word that described energy or sports

drinks

Energy Drinks Sports Drinks

Matt Levor’s second Online Market research

18-24 25-34 35-44 45-540

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Demographics of Crescent on-line consumers

Age Ranges

Refreshing Healthy Affordable Functional Too Sweet Fun Natural Hydrating0

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Percentage of respondents who described Crescent

Energy Drinks

•Fast Growing market.•Estimated 8.5 billion consumers by 2013

.Major customers are middle aged men only.

•Increasing demand of

healtier alternative

•Reduction in consumption due to relation with health related issues.

Sports Drink

•Large consumer base.•Consumer base is segmented(Even women consume this)

•Cheap products of competitors

•Requirement of a healthy alternative.

•Reducing consumer

base due to health related

issues

Healthy Organic Drink

•Emerging market.•Less competition

•No existing consumer base.

•Increasing demand of a healthier drink.

•Less advertising budget may cause a problem

Hypothesis

Positioning Crescent Pure as an ORGANIC

HEALTHY DRINK is most suitable keeping in mind

the present scenario.

• From Lover’s market research it was clear that a large number of people were associated Crescent Pure with a healthy and functional organic drink.

• Increase in prices by retailers didn’t affect the sales which indicates that costumers were willing to pay the amount set by the company.

• And both sports drink and energy drink consumers are looking for a healthier alternative. And Crescent Pure can attract customers of both these segments by positioning as Healthy Organic drink.

• Break even analysis shown in next slides also verify that the company would be able to stay in there advertising budget limit by selling the product at $2.75.

Break Even

Analysis

Final recommendation by complete case analysis would be to position Crescent Pure as Healthy Organic drink.

Disclaimer

This presentation was created by Rashish Singh as a part of a assignment given by Prof Mathur during winter internship.

Rashish Singh Prof Mathur