G2-S2-CS6

CRESCENT PURE
Introduction:
Portland Drake Beverages (PDB) is a manufacturer of organic juices and sparkling waters.
Michael Booth, CEO of PDB Beverages noticed the increase in demand for Crescent Pure
and PDB, being a producer of natural and organic beverages acquired Crescent Pure
after months of negotiations.

Crescent Pure:
Crescent, a drink that refreshes, energizes and enhances mental focus was found by
Peter Hooper using organic, all natural ingredients, herbal stimulants and electrolytes.
Crescent delivered almost same amount of energy as a cup of coffee with its herbal
stimulants and its sugar derived from raw cane sugar.
It was 70% less than any energy or sports drink.
Crescent Description:
Sleek packaging
Tall, silver, 8- ounce can
Crescent logo with lime green and orange accents.
Clear- colored liquid
Taste - hint of fruit, less sweet than other drinks
80 calories per serving
Flavors lime, lemon, small amounts of raw cane sugar and green tea
Energy stimulants guarana, ginseng, fine grain salt
certified organic no chemicals used
Energy content 80 milligrams of caffeine per serving
Sarah Ryan, Vice President of Marketing for PDB, has to make a crucial decision for PDB,
in positioning Crescent Pure in the market.
 Strengths:
Less sugar
Caffiene content equivalent to a
cup of coffee
Healthy
All natural and organic
Taste appeals to most
Fair pricing
SWOT
Opportunities:
Increasing demand for healthier
and purer beverages
Increasing Diet fads and demand
for low sugar products
Expected increase in market size
(sports drinks )from $1.4 billion to
$2.97 billion from 2012 to 2017
Forcasted increase in market size
from $8.5 billions to $13.5 billions
from 2013 to 2018.
Weaknesses:
Unique product, therrefore
difficult to position
From Tables 3 & 1:
Not as hydrating as sports drinks
- cannot position as sports drink
Not suitable for teens
Youngsters expected more
energy content
Threats:
Competitive threats - Fright,
Razor, Torque & Stellar totally
share 85% of market share
(Energy drinks) Gleam and Drim
had 73% and 21% (Sports drinks)
Rising childhood obesity - Govt
mandated guidlelines to remove
soft drinks from schools etc
Stories alledges health risks -
concerns about health and safet
Market Research
Qualitative Analysis:
Focus group (3 focus groups)
1. Women aged 23-33
2. Men aged 18-24
3. Men aged 25-35
Results
Taste Appeals to most, no unfavorable reactions
Energy content:
Caffeine content = a cup of coffee
Favorable to Older consumers
Youngsters expected more energy
Healthy alternative to high calorie sugary items
Good response from all customer profiles
Price is lesser than expected ($2.75)
Feedback from retailers
High demand for crescent
Popular among 18-30 ages
Younger man purchase 6 or more cans at a time

Quantitative Analysis:
Conducted survey on 1000 people and the outcomes showed that the respondents felt
the drink was relatively refreshing, healthy, affordable, natural and functional.
However, it was evident that it was not suitable for teens and not hydrating compared to
other sports drinks.

Positioning:
Forecast for energy market is higher than sports drinks and the attributes of crescent pure
matches more as an energy drink rather than a sports drink (Crescent pure is not as hydrating as
sports drinks from table 3).
Also, the society in US, is growing more and more health and diet conscious. As a result,
there is a potential market for healthy, organic and low sugar drinks like crescent pure.
But, due to time constraints Sarah cannot have a broader positioning strategy for crescent pure.
So, she should position crescent pure as an energy drink which is fully organic. In their
promotions (advertising), PDB should portray Crescent Pure as an organic and all natural drink
to differentiate with existing energy drinks which are not very healthy.

Nutrition - High
 Crescent pure

Taste - Low Taste - High

Nutrition - Low

Hydrating - High

Crescent pure

Energy - Low Energy - High

Hydrating - Low
Break Even Analysis:
Advertising Budget = $750,000