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sMMichael Booth, PDBs CEO Michael Booth, PDBs CEO Michael Booth, PDBs CEO Michael Booth, PDBs CEO

Sarah Ryan, Vice president

It is a low sugar drink

BBenefits

Energy BoostMental focusDecreases post workout fatigue

In recent years, relatively slow growth rate in sale of sports drinks

the market is expected to have a 52% growth within five years

$6.3 billion in 2012 to $9.58 billion by 2017

a dramatic growth of 33% from 2010 to 2012

Who Were its competitors?

Two of its major copetitors were: Gatorade owned by Pepsico with 77% market share Powerade owned by Coca-Cola with 20% market share

Other competitors such as red bull are also present.

SWOT analysis

Strengths:Certified organic, lower sugar quotient

Healthier sports and energy drink alternative

Herbal stimulants provide energy boost and mental focus functions

Environmentally-friendly packaging

Positive response in three States where already launched

Weakness:Higher price than most sports drinks on the shelf

Little public awareness as a new brand

Other possible competitors to arise in sports drink market in the near future

Opportunity:Growing sports drink market

Emerging and booming diet and low-sugar sports

drink industry

Larger group of health-conscious consumers

Considered as "anytime beverage", providing a wider consumer base

Threat:Fierce industry competition

Publics disapproval of new drink on the market

Potentially stricter government regulation

what is its?

University students aged 18 to 25 as our primary target consumers, who may have high engagement in sports but poor diet habits

Adults aged 26 to 35 are their secondary target group, who also happen to be the largest group of gym members

Crescent Pure will contribute to combat obesity among millennials with the aim of raising a stronger generation by providing a healthier sports drink alternative

The three objectives of crescent pure are:To establish awareness and familiarity of Crescent Pure within NYC

To position Crescent Pure as a healthier sports drink alternative

To encourage the current millennial generation to adopt a healthier regime and mindset

What were the companys key messages?

We are the first of our kind- Taste Natural EnergyWe are certified organic- less sugar, more natural ingredientsWe encourage the millennial generation to adopt a healthier lifestyle through increased awareness of diet and exercise

What were the strategies of the brand?

PROMOTIONS

Use third-party celebrity endorsers to help position Crescent Pure as a sports drink and appeal to the younger generation

Engage millennials through community outreach and university collaboration

Combine efforts with favorable global brands to raise awareness of Crescent Pure on a local and national level

Increase exposure and establish affiliation with international sporting brand through sponsorship to resonate with athletic consumers

Receive extensive and favorable press coverage via traditional and social media

What makes it different from its competitors?

Brand refit desiedsfgn for the Crescent Pure logo and bottle label

Eco-friendly fiber materials pacaging, allowing the bottles to be recycled

What was its tactical execcution?

Through top endorsers in their list

Partnerships

Media Outreach

It includes,Number of sales - before vs. after

Media coverage, placements and feedback: pitch letters, news releases, social media - before vs. after

Community outreach: students engagement in sports clubs and other activities/organized sport- before vs. after

Awareness of Crescent Pure as a brand and as a company that is locally engaged

Change of attitudes towards sports drinks

Customer satisfaction towards Crescent Pure via online surveys and Facebook polls

Target audience distribution

Social media followers and influence of endorsers - before vs. after

Along with this, future considerations are to be taken care of

Such asPartnership with Michelle Obamas Lets Move! initiative

Sponsorship of 2016 Olympics in Brazil

Nationwide university initiative, including the distribution of Crescent Pure in vending machines

Lululemon partnership targeting niche yoga community: free yoga classes organized in sponsorship by Crescent Pure, education on healthy diet and exercise, etc

Trial testing of products at local universities with schools best athletes (before vs. after testing)

Launch of additional flavors (with integrated public suggestions)

Disclaimer

Created by Manas Mondal, NIT Nagpur during a marketing internship by prof. Sameer Mathur, IIM Lucknow.(See www.IIMInternship.com)