• Product was energy enhancing , hydrating and organic .• Dilemma between whether to position as Enrgy drink, Sports drink or

Healthy Organic Drink• Health conscious people moving away from high-sugar and artificial

drinks and moving towards organic and healthy drinks• Crescent sugar quotient 70%less than other drinks• Energy drinks wider market than Sports drinks . • Sports Drink market 2 companies have 94% share• People surprised by Crescent price of $2.75 but want Crescent to

prove that it is healthy, organic and low-sugar drink

Situational Analysis