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A Vibration Analysis case study. Case relates to a Steam Turbine Driven 1.5 Kw Generator. Might be helpful for people who are interested in learning about Dynamic Balancing of Rotary Equipment. It...
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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 of 1. Perceptual Map measuring consumer perception 2. Percentage of respondents who described the drinks.
Percentage of respondents who described the drinks 49
47 38
3435 29 Energy 22 Drinks 16
22
12
11 6
5
29
28
9 8 9
Points of Parit of Crescent Pure with !ports Drink"
1! )! 3! +!
(ydration *efreshin "aste Nutrition
Points of Parit of Crescent Pure with #nerg Drink" 1. 2. $. %.
,neri-in "aste Mental focus Combat fatiue
22
Sports Drinks
7
Crescent Pure 19
8
9
11
11 4
6
Points of Differentiation in comparison to both !ports and #nerg Drink"
1! )! 3! +! 5! II.
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 /)!22 ree from artificial S$eetener (ealthier alternati%e! Moderate caffeine content compared to a%ailable enery drinks and none in sports drinks
!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 $ere risin due to consumer demand for healthier food and be%erae choices! III.
"he positionin is to be done in )hird segment in Organic *e+erage with Moderate #nerg content. "he positionin statement should be as follo$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!
