Scribd
Upload
101 views29 pages

Title Layout: Crescent Pure

Michael Booth, CEO of Portland Beverages, tasked Sarah Ryan with evaluating positioning options for Crescent Pure. The options were: 1) energy drink, 2) sports drink, 3) healthy organic beverage. Matt Levor conducted market research finding consumers associated Crescent Pure most with healthy and organic. Positioning as such had emerging market potential with less competition compared to the saturated energy and sports drink markets. After analyzing industry specifics and benefits/drawbacks, recommending positioning Crescent Pure as a healthy organic drink was most suitable given consumer perceptions and market opportunities.

Uploaded by

Mattia Bastianello
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
101 views29 pages

Title Layout: Crescent Pure

Michael Booth, CEO of Portland Beverages, tasked Sarah Ryan with evaluating positioning options for Crescent Pure. The options were: 1) energy drink, 2) sports drink, 3) healthy organic beverage. Matt Levor conducted market research finding consumers associated Crescent Pure most with healthy and organic. Positioning as such had emerging market potential with less competition compared to the saturated energy and sports drink markets. After analyzing industry specifics and benefits/drawbacks, recommending positioning Crescent Pure as a healthy organic drink was most suitable given consumer perceptions and market opportunities.

Uploaded by

Mattia Bastianello
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 29

Crescent

Pure
Title Layout
Subtitle

A Harvard
Business School
Case Study
-Rashish Singh
Companies Involved

Acquired
Portland
Crescent
Drake
Pure
Beverages
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
Percentage of respondents who
indicated a word that described
energy or sports drinks
50

45

40

35

30

25

20

15

10

0
Refreshing Healthy Affordable Functional Too sweet Natural Hydrating

Energy Drinks Sports Drinks


Matt Levor’s
second Online
Market research
Demographics of Crescent online
consumers
50

45

40

35

30

25

20

15

10

0
18-24 25-34 35-44 45-54
Age Ranges
Percentage of respondents who described Crescent
50

45

40

35

30

25

20

15

10

0
Refreshing Healthy Affordable Functional Too Sweet Fun Natural Hydrating
•Fast Growing
market. .Major
•Estimated 8.5 customers are
billion middle aged

Energy
consumers by men only.
2013

•Reduction in
Drinks
•Increasing
consumption
demand of
due to relation
healtier
with health
alternative
related issues.
•Large consumer
base.
•Consumer base •Cheap products
is
segmented(Even
women consume
of competitors
Sports
Drink
this)

•Reducing
•Requirement of
consumer base
a healthy
due to health
alternative.
related issues
•Emerging
market. •No existing
consumer
•Less base.
competition Healthy Organic
Drink
•Less
•Increasing
advertising
demand of a
budget may
healthier
cause a
drink.
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

You might also like