Strategic Marketing Case 1 
Strategic Marketing
Crescent Pure Case
by
Cenker Arslan (0511394)
Mert Bayraktar (0514486)
Umut Fisek (0514234)
Cem Ziya Gürsoy (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 a business because of growing local demand.
Crescent Pure Case is mainly about acquisition of Crescent by PDB in which market researches and customer surveys are realized in order to identify the best category for Crescent to be successful in United States.
1. Given that Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB do in regard to Crescent’s pending launch?
Crescent should do a market research to determine which market has the most potential for their product. Important factors to consider are market need, the market itself and the competition in the market.
Sport-drink market
Energy-drink market
Market need
Most important elements that people think about sport drink:
Refreshing (34%)
Healthy (16%)
Affordable (11%)
Hydrating (49%)
Most important elements that people think about energy drink:
Refreshing (12%)
Healthy (6%)
Affordable (5%)
Hydrating (11%)
Market
The market reached $6.3 billion in the United States and was expected to grow to $9.58 billion by 2017
50% of men drink sport drinks and 40% find them refreshing
33% of women drink sport drinks and 27% find them refreshing
62% of those between 18 and 24 drink sport drinks and 77% between the age of 12
Growing market between 2010 and 2012 with 40%. It was estimated to be $8.billion in the United States in 2013
The largest group of energy-drinking consumers was males between ages 18 and 34. Parents of children were also more likely to consume energy drinks. The
Crescent Pure Case
by
Cenker Arslan (0511394)
Mert Bayraktar (0514486)
Umut Fisek (0514234)
Cem Ziya Gürsoy (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 a business because of growing local demand.
Crescent Pure Case is mainly about acquisition of Crescent by PDB in which market researches and customer surveys are realized in order to identify the best category for Crescent to be successful in United States.
1. Given that Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB do in regard to Crescent’s pending launch?
Crescent should do a market research to determine which market has the most potential for their product. Important factors to consider are market need, the market itself and the competition in the market.
Sport-drink market
Energy-drink market
Market need
Most important elements that people think about sport drink:
Refreshing (34%)
Healthy (16%)
Affordable (11%)
Hydrating (49%)
Most important elements that people think about energy drink:
Refreshing (12%)
Healthy (6%)
Affordable (5%)
Hydrating (11%)
Market
The market reached $6.3 billion in the United States and was expected to grow to $9.58 billion by 2017
50% of men drink sport drinks and 40% find them refreshing
33% of women drink sport drinks and 27% find them refreshing
62% of those between 18 and 24 drink sport drinks and 77% between the age of 12
Growing market between 2010 and 2012 with 40%. It was estimated to be $8.billion in the United States in 2013
The largest group of energy-drinking consumers was males between ages 18 and 34. Parents of children were also more likely to consume energy drinks. The
References: Allcans. (2009). NALU-Energy drink-250-mL-Benelux. Retrieved from http://www.canmuseum.com/Detail.aspx?CanID=26281 Eileron. Aquarius Sports Drink. Retrieved from http://tracker.dailyburn.com/nutrition/coca_cola_aquarius_sports_drink_calories Living for Today.(2013) Product Review: XS Energy Drinks. Retrieved from http://www.esteslivingfortoday.com/product-review-xs-energy-drinks/ Quelch, John and Zalosh, Alisa (2014) Crescent Pure, Harvard Business School (Case 9-915-539) Quite Healthy Technologies.(2011). Gatorade Nutrition Shake, Strawberry. Retrieved from http://www.quitehealthy.com/nutrition-facts/gatorade/L380771.html Red Bull GmbH. Q&A. Retrieved from http://energydrink.redbull.com/calories-and-nutrition-facts