Crescent Pure Case Study Analysis

7/17/2019 Crescent Pure Case Study Analysis

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Principles of Marketing Assignment

Crescent Pure Positioning

Submitted by

Abhisek Nayak

15PGPIM35



Crescent Pure

Crescent Pure should be positioned as a combination of oranic and enery drinks in the third

Sement! "he ma#or differentiatin factor $ould be the healthiness of the drink! In addition this

drink $ould also ha%e hih refreshin content& moderate hydration ' moderate enery! "his oranic

drink $ill attract health conscious younsters and $ill also pro%e to be an alternati%e for hih

calorie enery drinks

I. "he analysis on POP and POD belo$ is based on the data i%en in the case in the form of1. Perceptual Map measuring consumer perception

2. Percentage of respondents who described the drinks.

12

6 5

22

97

9

4

11

34

16

11

28

8

22

11

6

49

35

22

29

47

98

19

38

29

Percentage of respondents who described the drinks

Energy Drinks Sports Drinks Crescent Pure

Points of Parit of Crescent Pure with !ports Drink"

1! (ydration)! *efreshin3! "aste+! Nutrition

Points of Parit of Crescent Pure with #nerg Drink"

1. ,neri-in2. "aste$. Mental focus%. Combat fatiue



Points of Differentiation in comparison to both !ports and #nerg Drink"

1! Crescent pure has natural and oranic inredients $hich are a ma#or point of difference!)! .o$er price as compared to enery drink i!e! /)!05 /)!223! ree from artificial S$eetener

+! (ealthier alternati%e!5! Moderate caffeine content compared to a%ailable enery drinks and none in sports drinks

II. !o &h Crescent Pure'

Stated in the market research for enery drinks& the sales of enery drinks $ith lo$er le%els of

caffeine and purer inredients $ere risin due to consumer demand for healthier food and

be%erae choices!

III. Customer profile of target segment

1! 4emoraphica! oun population 61783+ years9

b! :oth males and females

)! Psychoraphica! (ealth conscious customers

b! Customers focusin on $ellnessc! :e%eraes $ith Natural Inredients conscious customers

I(. Positioning !tatement

"he positionin is to be done in )hird segment in Organic *e+erage with Moderate #nergcontent.

"he positionin statement should be as follo$s;

,or health conscious a consumer& Crescent Pure& is a healthy oranic drink that pro%ides enery&

refreshes one instantly and enhances ones mental focus! <nlike traditional enery drinks&

Crescent Pure has all certified oranic content& lo$ suar and tastes better -

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Crescent Pure Case Study Analysis