Crescent pure (Harvard Case Study) by Tejas Shetty
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Transcript of Crescent pure (Harvard Case Study) by Tejas Shetty
CRESENT PUREHARVARD CASE STUDY
Companies Involved
CRESCENT
PURE
PDB
People Involved PDB’s CEO
Michael Booth
PDB’s Vice President of Marketing
Sarah Ryan
SITUATION ANALYSIS
PDB acquired Crescent Pure in July
2013
Market Research to decide its
positioning done
Decision about its market positioning need to be taken
OBJECTIVE
CHOOSE A SUITABLE BRAND POSITIONING FOR CRESCENT PURE BY ANALYSING THE AVAILABLE DATA
Brand Positioning Options
1. Energy Drinks
Positioning as Energy drinkPROS CONS
• Fierce industry competition• Publics disapproval of new drink on the market• Potentially stricter government regulation• Consumption has lowered after negative media attention
• 42% consider them as “any time beverage”• Market growing at the rate of 40%• Price of Crescent pure ($2.75) will be less than industry average of $2.99
2. Sports Drink
PROS
CONS
• Health risks associated with them• Fierce competition• 85% of category revenue with big players• $2.75 price is higher then industry average
• Large expected market growth • Low caffeine content acts as point of Difference• Diet and low sugar sports drinks are growth areas in the industry
Positioning as Sports Drink
3. Healthy Organic Beverage
PROS CONS• Large advertising budget required• Larger consumer base, thus, larger distribution channels needed.
• No competition from big firms• Premium pricing can be done, thus, large revenues• Attracts health conscious consumers
Positioning as Organic Beverage
Demographics of Crescent Online Customers
18-2425-3435-4445-5455+36%
15%
3% 2%
Age Range
44%
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 Hydrating
12
6 5
22
9
4
11
34
16
11
28
86
49
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 45-54
44
36
15
3 2
Demographics of Crescent online consumers
Age Ranges
Refreshing Healthy Affordable Functional Too Sweet Fun Natural Hydrating
35
22
29
47
9
19
38
29
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 competitor
s
•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
Organic drinks market is very diverse and hence will require large advertising expenditure
• 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 Tejas Shetty as a part of a assignment given by Prof . Sameer Mathur during the 2017 internship.
Tejas Shetty Prof Mathur