This is a Harvard Case Study on Crescent Pure based on Market positioning of the product

2. • Content of caffeine
equivalent to a cup of
coffee.
• 70% less sugar
content.
• Drink contained mainly
organic products.

3. ENHANCE MENTAL
CONCENTRATION

4. • Peter Hooper founded
Crescent in 2008
• A hobby turned into a
business
• Demand for product
grew locally in
Crescent, Oregon.

5. CRESENT PURE
PORTLAND
DRAKE
BEVERAGES
AQUISITION

6. PEOPLE INVOLVED
• Michael Booth – CEO PDB
• Sarah Ryan – Vice President Marketing PDB
• Matt Levor – Director of Market Research PDB

8. Michael Booth has
tasked Ryan with
evaluating the
positioning
opportunities for
Crescent in the
market and
recommend a
strategy to the
executive team

10. 1. ENERGY DRINK

11. 2. SPORTS DRINK

12. 3. ORGANIC BEVERAGE

14. Industry specifics
related to each
positioning
option
Potential benefits
and drawbacks of
each option
Final
Recommendation

15. Matt Levor’s
Market
Research
Outcomes

17. Market Research about
the Crescent and
feedback from customers

21. Fast Growing Market.
Estimated 8.5 Billion
consumers by 2013
Low Energy content
Consumption
reduced due to
negative media
attention
Increasing Demand
of healthier
alternative
40% growth of
market in 2yrs
Reduction in
consumption due to
health related issues

22. High Hydrating
Quality
Consumer base is not
segmented even
women consume this.
Price higher than
competitors
9% growth in 5 years
Requirement for
healthy alternative
2 competitors have
94% market share

23. Emerging
Market
Less
competition
Caffeine
present
No consumer
base
Increasing
demand of a
healthier
drink
Less
advertising
budget may
cause a
problem

24. ADDITIONAL DETAILS
 Levor’s research analysis indicated that a lot of people
were associated with Crescent and have tried and liked the
drink.
 The demand was so great that even price hike by the
retailers did not affect the sales of the product,
indicating the customers are willing to pay.
 Everybody is looking for a more healthier option to shift
from normal Energy and Sports Drink and Crescent may
attract those customers increasing the customer base.
 Crescent market was not restricted to a domain where
people wanted more energy like sports person or body
builders, normal people also liked the product.

31. Created by Aakash Goyal, MIT Manipal,
during a marketing internship under the guidance of
Prof. Sameer Mathur, IIM Lucknow