Case Study Crescent Pure
Patrick Kelly
4/30/15
Professor Rosenblatt
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. These issues consist of determining what customers want, being discussion-worthy and being transparent.
Before launching Crescent it is essential to make sure that there is a place for Crescent in the market. Sarah Ryan, Vice President of Marketing for PDB, is doing this by trying to specify whether Crescent fits in the market better as an energy drink, a sport drink or a healthy organic beverage. Being discussion-worthy is another important issue to consider because it is important to make sure Crescent’s product stands out against the various other energy/sport beverage companies that are coming out with their own products. By captivating your consumers with something discussion-worthy, you’ll foster organic word-of-mouth about your brand. Being transparent is also a vital issue to consider because consumers have so many options on where to spend their money for sport/energy drinks. By being transparent and showing consumers exactly where their money is going, Crescent’s product will attract consumers. Letting consumers know where Crescent’s products are coming from and why they are priced they way they are gives power to the consumer, and helps them feel confident about their purchases. The factors that should influence the position of Crescent are competitors, market segmentation and market size. The market segmentation for sport drinks and energy drinks are distinguished through levels of hydration provided, energy provided, nutrition provided and favorable taste provided. Most energy drinks have higher energy, lower nutrition, lower hydration and lower favorable taste compared to sports drinks. Additionally, the largest group of energy drink consumers were
4/30/15
Professor Rosenblatt
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. These issues consist of determining what customers want, being discussion-worthy and being transparent.
Before launching Crescent it is essential to make sure that there is a place for Crescent in the market. Sarah Ryan, Vice President of Marketing for PDB, is doing this by trying to specify whether Crescent fits in the market better as an energy drink, a sport drink or a healthy organic beverage. Being discussion-worthy is another important issue to consider because it is important to make sure Crescent’s product stands out against the various other energy/sport beverage companies that are coming out with their own products. By captivating your consumers with something discussion-worthy, you’ll foster organic word-of-mouth about your brand. Being transparent is also a vital issue to consider because consumers have so many options on where to spend their money for sport/energy drinks. By being transparent and showing consumers exactly where their money is going, Crescent’s product will attract consumers. Letting consumers know where Crescent’s products are coming from and why they are priced they way they are gives power to the consumer, and helps them feel confident about their purchases. The factors that should influence the position of Crescent are competitors, market segmentation and market size. The market segmentation for sport drinks and energy drinks are distinguished through levels of hydration provided, energy provided, nutrition provided and favorable taste provided. Most energy drinks have higher energy, lower nutrition, lower hydration and lower favorable taste compared to sports drinks. Additionally, the largest group of energy drink consumers were