Crescent harvard case study

Case study about PDB Crescent pure

1. HARVARD CASE STUDY

2. Crescent Pure is a non-alcoholic functional beverage which was all organic, it was an extension of PDB. What is Crescent ?

3. WHY CRESCENT PURE ? HEALTHY PURE ORGANIC

4. SITUAUIONAL ANALYSIS : PDB acquired Crescent Pure in July 2013. Sarah Ryan has to develop a product positioning strategy for Crescent Has to make a choice between Sports and energy drink

5. PRODUCT POSITIONING OPTIONS

6. ENERGY DRINKS

7. ENERGY DRINKS

8. SPORTS DRINKS

9. SPORTS DRINKS

10. ORGANIC BEVERAGES

11. ORGANIC DRINKS

12. MARKET SURVEY

13. Break even analysis

14. Various costs Price Units in $ Advertising $750,000 Variable cost per can $1.02 Selling price $1.24 To break even cases sold per month 12000 Cases sold annually 144000 Drinks per case 24 Max. whole sale price set to distribution $29.76 Variable cost $24.48 Manufacturing margin 18% Breakeven cases 142042 Capacity overage 1954.5 Profit from capacity $10320

15. Crescent Pure can be positioned as a healthy and organic product, an alternative for the energy drinks. Consumers considered Crescent as more leaning towards energy drink characteristics with a healthy and pure approach. It is also stated in the market survey that the consumers are more than willing to pay for energy specific drinks. From the analysis done in previous slide, breakeven is possible. Conclusions:

16. 6/29/2017 Sample Footer Text 6

17. disclaimer This presentation was created by Dhanunjay.V , NIT Jamshedpur as a part of Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.