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• 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
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