Scribd
Upload
610 views1 page

Crescent Pure Decision Sheet

The document discusses a case analysis for Crescent Pure, a functional beverage company recently acquired by Portland Drake Beverages. Sarah Ryan, VP of Marketing, must choose a positioning strategy. The options are: 1) Energy Drink, 2) Sports Drink, or 3) Organic Drink. The recommendation is for Sarah Ryan to go with an Organic-Energy beverage positioning strategy. This is because energy drinks have high growth rates, Crescent Pure has a point of difference with its natural ingredients, and combining organic and energy positioning would appeal to a wide target market.

Uploaded by

Siddharth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
610 views1 page

Crescent Pure Decision Sheet

The document discusses a case analysis for Crescent Pure, a functional beverage company recently acquired by Portland Drake Beverages. Sarah Ryan, VP of Marketing, must choose a positioning strategy. The options are: 1) Energy Drink, 2) Sports Drink, or 3) Organic Drink. The recommendation is for Sarah Ryan to go with an Organic-Energy beverage positioning strategy. This is because energy drinks have high growth rates, Crescent Pure has a point of difference with its natural ingredients, and combining organic and energy positioning would appeal to a wide target market.

Uploaded by

Siddharth
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

Name- Siddharth Gautam

Roll no.- PGP10233

Case Analysis- Crescent Pure

Problem Statement-

Portland Drake Beverages (PDB), manufacturer of organic juices and sparkling water recently
acquired Crescent Pure, a non-alcoholic functional beverage. Acquisition of Crescent Pure by PDB
has given rise to the dilemma of choosing positioning strategy. Michael Booth, PDB’s CEO has asked
Sarah Ryan, VP of Marketing for PDB to choose a positioning strategy for which she considers three
options.

1) Energy Drink:
 Target age group: 18-24 years
 Cost: $2-$5
 Top competitors occupy 85% of the market
 As per the perceptual map energy drinks are considered as
(a) high in energy but low in hydration
(b) low nutritionally but good in taste
2) Sports Drink:
 Target age group: 12-24
 Preferred more by teenagers
 Top two competitors occupy 94% of the market share
 As per the perceptual map sports drink are viewed as
(a) high in hydration but low in providing energy
(b) high in nutrition as well as taste
3) Organic Drink:
 Preferred by all ages
 Includes soft drinks, tea, energy drinks, milk
 Claim on average a 25% price premium over conventional beverages

Recommendation-

Sarah Ryan should go with Organic-Energy beverage

Justification-

 Rising growth rate of energy drinks at 40% would be profitable for PDB
 Crescent’s low caffeine concentration and low sugar along with its natural ingredients is a
strong point of difference in comparison to its competitors
 The fusion of low priced energy drink with the naturalness and wide age acceptability of an
organic beverage would bring the target market under one roof

You might also like