Download - Crescent Pure Case Study-Rashish Singh
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Title LayoutSubtitle
Crescent Pure
A Harvard Business School Case Study-Rashish Singh
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Companies Involved
Portland Drake
Beverages
Crescent Pure
Acquired
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People Involved Michael Booth• PDB’s CEO
Sarah Ryan • PDB’s Vice President of Marketing
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Michael Booth, PDB’s CEO, had tasked Ryan with evaluating the positioning opportunities for Crescent and asked her to recommend a positioning strategy to the executive team
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Possible Brand Positioning Options
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1- Energy Drinks
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2-Sports Drink
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3- Healthy Organic Beverage
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Objective Of The Case Analysis
Choose a suitable brand positioning for Crescent Pure by proper interpretation of the available data.
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Requirements of the Case Industry specifics related to each positioning option. The potential benefits and drawbacks of each option.
Final recommendation.
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Matt Levor’s first Market Research Outcomes
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Refreshing Healthy Affordable Functional Too sweet Natural Hydrating05
101520253035404550
Percentage of respondents who indicated a word that described energy or sports
drinks
Energy Drinks Sports Drinks
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Matt Levor’s second Online Market research
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18-24 25-34 35-44 45-540
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Demographics of Crescent on-line consumers
Age Ranges
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Refreshing Healthy Affordable Functional Too Sweet Fun Natural Hydrating0
5
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Percentage of respondents who described Crescent
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Energy Drinks
•Fast Growing market.•Estimated 8.5 billion consumers by 2013
.Major customers are middle aged men only.
•Increasing demand of
healtier alternative
•Reduction in consumption due to relation with health related issues.
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Sports Drink
•Large consumer base.•Consumer base is segmented(Even women consume this)
•Cheap products of competitors
•Requirement of a healthy alternative.
•Reducing consumer
base due to health related
issues
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Healthy Organic Drink
•Emerging market.•Less competition
•No existing consumer base.
•Increasing demand of a healthier drink.
•Less advertising budget may cause a problem
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Hypothesis
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Positioning Crescent Pure as an ORGANIC
HEALTHY DRINK is most suitable keeping in mind
the present scenario.
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• From Lover’s market research it was clear that a large number of people were associated Crescent Pure with a healthy and functional organic drink.
• Increase in prices by retailers didn’t affect the sales which indicates that costumers were willing to pay the amount set by the company.
• And both sports drink and energy drink consumers are looking for a healthier alternative. And Crescent Pure can attract customers of both these segments by positioning as Healthy Organic drink.
• Break even analysis shown in next slides also verify that the company would be able to stay in there advertising budget limit by selling the product at $2.75.
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Break Even
Analysis
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Final recommendation by complete case analysis would be to position Crescent Pure as Healthy Organic drink.
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Disclaimer
This presentation was created by Rashish Singh as a part of a assignment given by Prof Mathur during winter internship.
Rashish Singh Prof Mathur