HARVARD BUSINESS REVIEW (CRESCENT PURE)

ANALYSIS OF THE CASE CRESCENT PURE

1. CRESCENT PURE HARVARD BUSINESS CASE

2. HISTORY OF CRESCENT PURE FOUNDED IN 2008 CREATED BY PETER HOOPER ORGANIC DRINK WITHOUT ADDITIVES  AN 8 OUNCE CAN SOLD FOR $ 3.75 PDB ACQUIRED CRESCENT IN JULY 2013

3. POSITIONS OF RESPONSIBILITY MARKETING VICE PRESIDENT SARAH RYAN CEO MICHAEL BOOTH DIRECTOR OF MARKET RESEARCH MATT LEVOR

4. OBJECTIVE OF THE CASE BRAND POSITIONING OF THE PRODUCT "CRESCENT PURE"

5. OPTIONS AVAILABLE ? ENERGY DRINK ORGANIC DRINK SPORTS DRINK

6. 1. ENERGY DRINK ​ 2. SPORTS DRINK ​ 3. ORGANIC DRINK ​ POSITION AS:-

7. STEPS INVOLVED IN ANALYSIS

8. 1. INDUSTRY SPECIFICS OF THE THREE POSITIONING 2. THE POTENTIAL BENEFITS AND DRAWBACKS OF EACH OPTION 3. FINAL RECOMMENDATION

9. INDUSTRY SPECIFICS

10. ENERGY  DRINK ENERGY DRINK DEMOGRAPHICS:- POPULAR AMONG MALES BETWEEN AGE 18-24 COMPETITION:- 85% OF MARKET SHARE OCCUPIED BY FIVE MAIN BRANDS MARKET SIZE:- GROWTH OF 40% IN LAST 2 YEARS PRICING:- CHEAPER THAN OTHER ENERGY DRINKS IN THE MARKET

11. POTENTIAL MARKET SPORTS DRINK MARKET SIZE:- GROWTH OF 9% IN LAST 5 YEARS PRICING:- COSTLIER THAN OTHER SPORTS DRINKS IN THE MARKET DEMOGRAPHICS:- POPULAR AMONG ALMOST HALF OF MALES, AND ONE THIRD WOMEN COMPETITION:- 94% OF MARKET SHARE OCCUPIED BY TWO MAIN BRANDS

12. ORGANIC DRINK PRICING:- 25% COSTLIER THAN OTHER ORGANIC BEVERAGES IN THE MARKET DEMOGRAPHICS:- YOUNGER, HEALTH- CONSCIOUS CUSTOMERS COMPETITION:-  MARKET SHARE OCCUPIED BY BEVERAGES LIKE FRUIT JUICE, COFFEE, TEA ETC.

13. POTENTIAL MARKET 

14. ENERGY DRINK 2. 85% OF MAJOR MARKET SHARE WITH COMPETITORS. 3. INCREASING SALES OF DRINKS WITH LOWER CAFFEINE LEVELS 1. 2. GROWING DEMAND OF HEALTHY ALTERNATIVES 1. CHEAPER THAN THE COMPETITOR'S BRAND 1. INCREASING CONCERNS ABOUT HEALTH AND SAFETY

15. SPORTS DRINK 1. LARGE EXPECTED MARKET GROWTH 1. HEALTH RISKS IN CHILDREN 2. POINT OF DIFFERENCE – LOW CAFFEINE LEVELS 3. DEMAND FOR DIET AND LOW SUGAR DRINKS ARE GROWING 3. COSTLIER THAN CONTEMPORARIES 2. FIERCE COMPETITION

16. ORGANIC DRINK 1. BROADER SEGMENT TO TARGET 2. CAPITALIZED ON THE GROWTH OF ORGANIC FOOD AND BEVERAGES. 1. NO INFORMATION ABOUT THE MARKET SIZE 2. COSTLIER THAN THE CONVENTIONAL ORGANIC BEVERAGES

17. FINAL RECOMMENDATION ?

18. POSITIONING AS ENERGY DRINK POSITION AS ENERGY  DRINK

19. 2. COMPETITION IS LESS AS COMPARED TO OTHER POSITIONING 3. ENERGY DRINKS DON'T IMPLEMENT PREMIUM PRICING. 1. ENERGY DRINK HAVE LARGER MARKET SIZE. WHY SO?

20. RECAP 3. OBJECTIVE OF THE CASE 4. OPTIONS FOR BRAND POSITIONING 1. HISTORY OF CRESCENT PURE 2. POSITION OF RESPONSIBILITY IN PDB 5. STEPS INVOLVED Click to add text A. INDUSTRY SPECIFICS B. POTENTIAL MARKET C. FINAL RECOMMENDATION

21. THANK YOU

22. DISCLAIMER