Crescent Pure

G2-S2-CS6

CRESCENT PURE Introducon:  

Portland Drake Beverages (PDB) is a manufacturer of organic juices and sparkling waters. Michael Booth, C! of PDB Beverages no"ced the increase in demand for Crescent Pure and PDB, #eing a producer of natural and organic #everages ac$uired Crescent Pure a%er months of nego"a"ons.

Crescent Pure: 

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Crescent, a drink that refreshes, energi&es and enhances mental focus was found #' Peter ooper using organic, all natural ingredients, her#al s"mulants and electrol'tes. Crescent delivered almost same amount of energ'* as a cup of co+ee with its her#al s"mulants and its sugar  derived from raw cane sugar. -t was /0 less than an' energ' or sports drink. Crescent Descripon:

1leek packaging 2all, silver, 34 ounce can Crescent logo with lime green and orange accents. Clear4 colored li$uid 2aste 4 hint of fruit, less sweet than other drinks 3/ calories per serving 5lavors  lime, lemon, small amounts of raw cane sugar and green tea nerg' s"mulants  guarana, ginseng, 6ne grain salt 7cer"6ed organic8  no chemicals used nerg' content  3/ milligrams of ca+eine per serving Sarah Ryan 9ice President of Marke"ng for PDB, has to make a crucial decision for PDB, in posi"oning Crescent Pure in the market.

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Stren!ths:

"ea#nesses:

:ess sugar Ca;ene content e$uivalent to a cup of co+ee ealth'

=ni$ue product, therrefore di;cult to posi"on $ro% Ta&'es ( ) * >

?ot as h'dra"ng as sports drink 4 cannot posi"on as sports drink

2aste appeals to most

?ot suita#le for teens

5air pricing

@oungsters eApected eApe cted more energ' content

S",T !pportuni"es> -ncreasing demand for healthier and purer #everages -ncreasing Diet fads and demand for low sugar products Apected increase in market si&e (sports drinks )from B. #illion to BE.F #illion from E/E to E/ 5orcasted increase in market si&e from B3.G #illions to BH.G #illions from E/H to E/3.

2hreats> Co%pe+e threats 4 5right,

Ia&or, 2or$ue J 1tellar totall' share 3G0 of market share (nerg' drinks) Kleam and Drim had H0 and E0 (1ports drinks Iising childhood o#esit' 4 Kovt mandated guidlelines to remov so% drinks from schools etc 1tories alledges health risks 4 concerns a#out health and safet



ar#et Research .ua'ita+e /na'ysis: 

5ocus group (H focus groups) . Lomen omen aged aged EH4H EH4HH H E. Men aged 34E 34E  H. Men aged EG4H EG4HG G Resu'ts 

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2aste   Ca+eine content  a cup of co+ee 5avora#le to !lder consumers   @oungsters eApected more energ'  ealth' alterna"ve to high calorie sugar' items  Kood response from all customer pro6les  Price is lesser than eApected (E.G) 5eed#ack from retailers  igh demand for crescent  Popular among 34H/ ages  @ounger man  purchase N or more cans at a "me

.uanta+e /na'ysis: 

Conducted surve' on /// people and the outcomes showed that the respondents respondents felt the drink was rela"vel' refreshing, health', a+orda#le, natural and func"onal. owever, it was evident that it was not suita#le for teens and not h'dra"ng compared to other sports drinks.

Posionin!: 5orecast for energ' market is higher than sports drinks and the aOri#utes of crescent pure matches more as an energ' drink rather than a sports drink (Crescent pure is not as h'dra"ng as sports drinks from ta#le H).


0 Crescent pure

2aste 4 igh

2aste 4 :ow

?utri"on 4 :ow

'dra"ng 4 igh

0 Crescent Crescent pure nerg' 4 :ow

nerg' 4 igh



1rea# E+en /na'ysis:

Crescent Pure

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