Upload
shalaka-sitre
View
76
Download
4
Embed Size (px)
Citation preview
Case study on crescent pureBY SHALAKA SITRERCOEM
Introduction
Crescent pure originally started as a non alcoholic beverage Started by peter hooper Later on it expanded so rapidly that hooper secured legal protection for
proprietary recipe .
History
Peter hooper native of crescent, oregon saw a marketing opportunity for healthy ,energizing drink
Created to fullfill the demand for an healthier alternative for users.
Under portland drake beverage(PBD).
Ingredients and packing
Ingredients and packing
Pakaged in a sleek,tall silver 8-ounce can with simple crescent logo
It includes a hint of fruit and was less sweet than fruit jiuce .
80 calorie serving Energy simulants – guarana and
gingseng
The energy simulants charecterise it as a energy drink
All crescent ingredients are certified as organic .
Competitive advantage
Competitive advantage
Because they chose to position themselves as a healthy drink alternative
Due to the lacovore movement they have a added benefit over others.
Certified as organic 70% less sugar than leading sports
and energy beverages
Added benefit in oregon for crescent pure
Target markets
What is the target market?
Youngsters within the age of 18-34 years who are young and as well health conscious
The second category of target people include those under psychographic segmentation : are those people who see products label and overall company`s value
Target market category 2
Psychographic segmentation
Contemplating positioning
What would be the positioning strategies??
Certain criteria thought of... Younger health conscious
consumers Psychographic segmentation
But would that be a good idea? But limiting its positioning to just one
or two of these attributes excludes the other lucrative consumers segments.
So they position the brand in a broader manner.
Crescent product positioning options in two categories :energy drinks or sports drink .
In depth reseacrh on market sizes , competitors and consumer prefrences etc.
Wanted a drink that would energize and enhance mental focus . Crescents herbal stimulus delivered 50mg of caffeine same energy
effect as a cup of coffee . 70% less sugar content aslo.
Distribution and the strategy used.
Crescent will prcoeed to soft launch the product in wahsington,oregon and california.
These places will have an added advantage of locavore movement . These products woul also be made available with big boxes I.e. in big
stores like target and walmart . The online ordering of these products would also be possible through
the rental services or site. If there is a positive response and profit generated the trade would be
expanded.
Thankyou!