MARKETING MANAGEMENT COURSE CODE: BPMM 6013
CASE STUDY 2
: CRESCENT PURE
DATE OF SUBMISSION
: 07 JUNE 2015
LECTURER: PUAN NOR PUJAWATI BINTI MD SAID
GROUP 2
1) MARZIANI BT ABD RASHID
(819430)
2) MAS AYU AYU BT ABDUL LATIFF LATIFF (819431) (819 431) 3) LEE SIEW HUI
( 8 1 94 2 9 )
MASTER OF BUSINESS ADMINISTRATION 2014/2015
TABLE OF CONTENT
PAGES
1.0
EECUTI!E SUMMARY
03
2.0
INTRODUCTION
04
3.0
2.1
Crescent Pure : Company History
2.2
Crescent Pure : Product
2.3
Crescent Pure Acquisition by PDB Beverages
SITUATION ANALYSIS
0"#08
3.1
Demograhics o Crescent Consumers
3.2
!ar"et #eeds
3.3
Product Pricing
3.$
Advertising Budget
3.%
Competitors
3.&
Product Positoning
4.0
CRESCENT SWOT ANALYSIS
".0
CRESCENT $OSITIONIN% AS A S$ORTS DRIN&
10
'.0
MAR&ETIN% STRATE%Y THE MAR&ETIN% MI
11#12
&.1
Product
&.2
Price
&.3
P'ace
&.$
Promotion
09
.0
IM$LEMENTATION CONTROL
13#14
8.0
RECOMMENDATIONS
14
REFFERENCE
1"
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- Taste is appealing to most consumers. No unfavourable reactions. (35% online respondents said it is refreshing; 29% said hydrating. - !ontains energy stimulant (guarana " ginseng #hich is e$ual to the caeine content in a cup of coee (&5% of face to face survey respondents agreed #ith its energy level content. - !erti'ed organic ingredients (healthy; natural - agreed by 3% online respondents. - )o# sugar content. - *ppeal to both genders (59% male+ ,% female retailers indicated that inventory of !rescent de lete fast.
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- !onsumer doubts of $uality organic ingredients due to lo#er price. - , ma/or competitors(0right+ 1aor+ or$ue+ 4tellar if
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5<*+,5 6-6,65 -6 ?75@ /5- / 5,6*5@ 6/**+ *+,5 (76/,*/@ 5,--) / 5=6776/ *7<- : /6/ 76/5 / <- + ,* ,+ ,* 5<*+,5 /,565,5 * *, /+5. T5 <-5 / -< ,* /+, 5-5 56/ , <-7/, * /6/ 76/5 6/ 5**-5 + // ? , U.S *+/7/, ,* , 6/+56/ *56,? +, 6/ 6-+/. 65,+6,*+5 : ** +-,6*/56< =6, <*,/,6- 65,+6,*+5 / -< ,* 7+, C+5/, ,* 7/? 57--+ +,6-+5 / +*+65 +*55 , +6*/.
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
BP!!&(13 ) Case *tudy 2 ) C+,*C,#- P+,
Page 12
70 I("(",%)%&-, C-,%*-
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
BP!!&(13 ) Case *tudy 2 ) C+,*C,#- P+,
Page 13
66,6*/5 <</6/ ,+**, , ?+. I 5-5 65 <+*7656/ *+ , ?+@ $DB *- ,/ <-/ *+ , -/6/ * C+5/, /,6*/--? 6/ 201".
<0 R"#-((",.)%&-,
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
REFFERENCES BP!!&(13 ) Case *tudy 2 ) C+,*C,#- P+,
Page 1$
1- SWOT - httpsymbolics.com#hat-i-learned-today-s#ot-analysis-
inmar6eting 2- 4P’s -http###.mindtools.compagesarticlene#4179,.htm 3- Marketing Management, 14e Go!a "dition !y Phii# $oter,%orth Western &ni'ersity ( $e'in )ane $eer, *artmouth +oege 4- http$uic6facts.census.gov$fdstates8883&.html # httpban6holidaydates.com:nited4tates28,.asp
BP!!&(13 ) Case *tudy 2 ) C+,*C,#- P+,
Page 1%
