case study on crescent pure
TRANSCRIPT
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Case study on crescent pureBY SHALAKA SITRERCOEM
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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 .
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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).
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Ingredients and packing
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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
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The energy simulants charecterise it as a energy drink
All crescent ingredients are certified as organic .
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Competitive advantage
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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
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Added benefit in oregon for crescent pure
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Target markets
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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
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Target market category 2
Psychographic segmentation
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Contemplating positioning
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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.
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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.
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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.
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Thankyou!