Crescent Pure Essay - 1599 Words

Blue - People Purple - Notes Green - PDB Red - Competitors Orange - Decisions Sarah Ryan - Vice 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-natural versions of own sports/energy drinks in second half of 2015. PDB: Due to production capacity constraints, national launch only in early 2015. Soft†¦show more content†¦Energy stimulants: Guarana, ginseng (relieve fatigue, boost concentration/endurance) Fine grain salt for electrolytes. ALL certified organic. No chemicals were used. Also has nutritional information on the can. Product positioning: Options Matt Levor: PDB Market Research Director Energy Drinks: Boost of energy to combat fatigue and promote mental focus. Re-inforce existing perceptions. (Flawed consumer survey indicated energy) Prices: Average $2-$5 for 8-16oz. Average $2.99, above $2.75 price point. 34% consumed in last 6 months. Projected market in 201 is $8.5 billion. Advertising: Targets 18-24 men. Visually startling images, extreme sports, loud rock music. Organic certification and minimal caffeine amount differentiates in market. Concerns: Long-term viability due to negative media attention. Sports drinks: Market: $6.3billion. 42% consider it anytime beverages. Wider consumer base. Not only sports. More often. $1.00 - $2.00 for 12oz and 24oz Ingredients: Water, sugar, salt. Enhance athletic performance. Post workout fatigue Healthier anytime drinks. Prices: $2.75 is above and need to justify premium price. Energy Drinks Sports Drinks Market $8.5 billion $6.3 billion Price $2-$5 $1-$2 Industry average price $2.99 $1 Pricing Strategy Penetration Premium Consumer base 18-24yr Men mostly Anytime beverage. Wider. Market Research: Energy Drinks Sports Drinks Consumer Data 18-34yrs. Parents Household income below 25k HalfShow MoreRelatedCrescent Pure2992 Words   |  12 PagesCrescent 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 Read 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. 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 ofRead MoreFactors That Influence The Position Of Crescent Pure Of The Contemporary Market Space1617 Words   |  7 Pages a) There are several factors that can influence the position of Crescent Pure in the contemporary market space. These factors include competitors, market size and consumer preferences. Both competition and market size are of major importance when one explores the positioning of a product. In the case of Crescent Pure, this is vital as Ryan must determine the level of competition that will be faced if the product is marketed as either an energy or sport drink. In the case of an energy product,Read MoreContract Food Service Providers And Vending Machine Operating Companies1011 Words   |  5 Pageswill be targeting office workers, it will be important that Crescent Pure is stocked in the vending machines in most large offices. Availability of Crescent Pure at breakrooms of large corporations will give it a significant foothold in corporate America. Companies such as Compass (and its subsidiary Canteen), Sodexo and Aramark will help us reach inside large office buildings and grow on word of mouth publicity. We want Crescent pure to become the choice of beverage for corporate meetings. AdditionallyRead MoreAnalysis Of Portland Drake Beverages ( Pdb )1669 Words   |  7 PagesIntroduction Portland Drake Beverages (PDB) had acquired Crescent Pure, a non-alcoholic, all natural energy enhancing and hydrating functional beverage. Having organic ingredients as the bases of Crescent Pure beverages made the perfect acquisition for extending the PDB organic brand to more markets. These multiple attributes made the drink an attractive product for the consumer, but the necessity to position it, sparked a debate. Some people wanted to market it as an energy drink, while others wantedRead MoreThe Menorah Is A Common And Very Sacred Symbol Dating1599 Words   |  7 Pagesmission to be a light unto the nations. It is stated the light is not a violent force and for Israel to accomplish their mission they must set an example and refrain from violent force. Because God supposedly dictated the creation of the Menorah from pure gold, Jewish sages deduced that they must strive for â€Å"solid gold† in regard to motives and behaviors. This means that their character should reflect holy actions. The Menorah also represents the inspiration to embrace holiness. It begins with a centralRead MoreStrategic Marketing 3 March With Solution 2 3 4 5 1860 Words   |  8 PagesMarketing | 2014 - 2015 Crescent Pure Group assignment Group 26 Caixia Zhang 0512912 Ibrahim Emsallak 102704 Seppe Van Den Brande 101836 Skoulas Marios 0514293 Terence van Dijk 0099647 Professors: Dr. Birgit WAUTERS Prof. Kim WILLEMS 05.03.2015 Table of content 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? 3 2. What factors should influence the positioning of Crescent? (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. The first glimpse of motion is seen here, as the bottom tip of Mary’s blue gown hangs over the left side of the crescent. It is as if the upward motion of the crescent, and Mary, are leaving this corner of cloth behind. Next, a stone pyramid in the background, wedged in betweenRead MoreThe Starry Night By Vincent Van Gogh1633 Words   |  7 Pagesdiviner to the rest of the picture. The moon and the stars add luminosity as a desolate and cold rendering object inside the sky. The crescent moon at the top right corner emit a bright light of orange colour that different from the rest of the stars; this is could be seen as a strong holy wave that was possessed the crescent moon. With an unique orange color, the crescent moon seems to take resemble appearance like the sun. In contrast of light and dark the image of clouds motion emphasizes and lures