crescent pure: harvard case study
TRANSCRIPT
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CRESCENT PUREHarvard Case Study
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Companies Involved
CRESCENT
PURE
PDB
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People Involved •PDB’s CEO
Michael Booth
•PDB’s Vice President of Marketing
Sarah Ryan
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SITUATION ANALYSIS
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OBJECTIVE
CHOOSE A SUITABLE BRAND POSITIONING FOR CRESCENT PURE BY ANALYSING THE AVAILABLE DATA
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Brand Positioning Options
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1. Energy Drinks
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Positioning as Energy drink
PROS CONS• Fierce industry competition• Publics disapproval of new drink on the market• Potentially stricter government regulation• Consumption has lowered after negative media attention
• 42% consider them as “any time beverage”• Market growing at the rate of 40%• Price of Crescent pure ($2.75) will be less than industry average of $2.99
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2. Sports Drink
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Positioning as Sports drinkPROS
CONS
• Health risks associated with them• Fierce competition• 85% of category revenue with big players• $2.75 price is higher then industry average
• Large expected market growth • Low caffeine content acts as point of Difference• Diet and low sugar sports drinks are growth areas in the industry
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3. Healthy Organic Beverage
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Positioning as Organic drinkPROS CONS
• Large advertising budget required• Larger consumer base, thus, larger distribution channels needed.
• No competition from big firms• Premium pricing can be done, thus, large revenues• Attracts health conscious consumers
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Demographics of Crescent Online Customers
18-2425-3435-4445-5455+36%
15%
3% 2%
Age Range
44%
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Requirements of the Case Industry specifics related to each positioning option. The potential benefits and drawbacks of each option.
Final recommendation.
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Matt Levor’s first Market Research Outcomes
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Refreshing Healthy Affordable Functional Too sweet Natural Hydrating05
101520253035404550
Percentage of respondents who indicated a word that described energy or sports
drinks
Energy Drinks Sports Drinks
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Matt Levor’s second Online Market research
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18-24 25-34 35-44 45-540
5
10
15
20
25
30
35
40
45
50
Demographics of Crescent on-line consumers
Age Ranges
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15%
10%
13%
21%4%
8%
17%
13%
Refreshing Healthy Affordable FunctionalToo Sweet Fun Natural Hydrating
Percentage of respondents who described Crescent
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Energy Drinks
•Fast Growing market.•Estimated 8.5 billion consumers by 2013
Major customers are middle aged men only.
•Increasing demand of
healtier alternative
•Reduction in consumption due to relation with health related issues.
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Sports Drink
•Large consumer base.
•Consumer base is
segmented(Even women
consume this)
•Cheap products of competitors
•Requirement of a healthy alternative.
•Reducing consumer base due to health related issues
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Healthy Organic Drink
•Emerging market.•Less
competition
•No existing consumer
base.
•Increasing demand of a
healthier drink.
•Less advertising budget may
cause a problem
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Organic drinks market is very diverse and hence will require large advertising expenditure
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• From Lover’s market research it was clear that a large number of people were associated Crescent Pure with a healthy and functional organic drink.
• Increase in prices by retailers didn’t affect the sales which indicates that costumers were willing to pay the amount set by the company.
• And both sports drink and energy drink consumers are looking for a healthier alternative. And Crescent Pure can attract customers of both these segments by positioning as Healthy Organic drink.
• Break even analysis shown in next slides also verify that the company would be able to stay in there advertising budget limit by selling the product at $2.75.
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Break Even
Analysis
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Final recommendation by complete case analysis would be to position Crescent Pure as Healthy Organic drink.
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Disclaimer
This presentation was created by Devanshi Desai as a part of a assignment given by Prof . Sameer Mathur during the 2017 internship.
Devanshi Desai Prof Mathur