Crescent Pure - 2992 Words

Crescent Pure Case Analysis Joà £o Nunes The Lisbon MBA Part-Time 15/17 Contents Executive Summary Situation Analysis Company Customers Competition Energy Drinks Sports Drinks SWOT Analysis Strengths Weaknesses Opportunities Threaths Marketing strategy Positioning Alternatives Point of Parity with Energy Drinks Point of Parity with Sports Drinks Point of Differentiation from both categories Recommendation to Management Financials Breakeven Analysis Final Considerations Exhibits Executive Summary Sarah Ryan, VP of Marketing for Portland Drake Beverages is facing a tough decision of deciding the positioning and overall strategy for the impending launch of Crescent Pure, an all-natural, organic beverage PDB†¦show more content†¦However, short term production capacity restraints limited PDB’s production of Crescent to 12,000 cases per month in 2014. Customers Looking at the Energy Drinks market, we find that the largest group of energy-drink consumers were males between ages 18 and 34. Parents of children were also more likely to consume energy drinks. The highest volume of energy drinks consumed was by respondents with a household income below $25,000 per year, quite lower than Crescent’s customer base with a median of $42,500. Regarding the Sports Drink market, roughly half of men drank sports drinks, while only a third of women did. Although 40% of men found sports drinks refreshing, only 27% of females did. Sports drinks appealed to younger consumers - 62% of those between ages 18 and 24, and 77% of those ages 12 to 17. Comparing these figures with those provided by the respondents of Crescent’s customer survey, we find that 80% of Crescent’s customer are aged 18-34, with 44% between 18 and 24. This result would fit better with the customer profiling of the Energy Drinks market. Crescent also had a larger portion of female customers (40%) than those who consumed Sports Drinks, which we can observe by the Retailer feedback and the customer demographic profile. Results from the focus groups showed thatShow MoreRelatedCrescent Pure Essay1599 Words   |  7 PagesVice President of Marketing, Portland Drake Beverages (PDB). PDB - Manufacturer of organic juices and sparkling waters. Positioning: After segmenting and targeting. Where in customers’ minds the product occupies relative to competing products. Crescent: Non-alcoholic functional beverage, impending launch in three U.S. markets. Acquired in July 2013. Energy-enhancing, hydrating, all-organic ingredients. Energy drinks vs. Sports drink(hydrating) PDB’s competitors: Planned to launch all-naturalRead MoreCase Study Crescent Pure Essay1084 Words   |  5 PagesRosenblatt Marketing Management Business Case Study: Crescent Pure Due to Crescent being Portland Drake Beverages’ (PDB) first entry into the U.S. sport/energy beverage market, there are some issues that PDB should consider with regard to Crescent’s impending launch. 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(textbook chapterRead MoreStrategic Marketing Case 1 Essay2887 Words   |  12 Pagesï » ¿ Strategic Marketing Crescent Pure Case by Cenker Arslan (0511394) Mert Bayraktar (0514486) Umut Fisek (0514234) Cem Ziya Gà ¼rsoy (0513408) Muhammet Cihat Mete (0513241) Portland Drake Beverages (PDB) is a manufacturer of organic juices and sparkling waters, which bought Crescent that is founded in 2008 by Peter Hoober whom already realized a market opportunity for a healthy energizing drink. Although he has started that production and selling of Crescent as a hobby, later on it became aRead More Our Moving Fate: A Study of El Greco’s Assumption of the Virgin1741 Words   |  7 Pagesman into that of God. Just above the area of importance, the Virgin’s feet are balanced on a gold concave-up crescent. The points on each side project upwards and seem to be striving for the heavens, pulling Mary up with them. 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