crescent pure ppt
TRANSCRIPT
![Page 1: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/1.jpg)
Pure
![Page 2: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/2.jpg)
![Page 3: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/3.jpg)
In 2013, the non-alcoholic beverage market was estimated to be $131 billion and was projected to grow to $164 billion by 2018.
![Page 4: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/4.jpg)
![Page 5: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/5.jpg)
Ingredients
All Crescent ingredients were “certified organic”.It's taste included a hint of fruit and was less sweet than most fruit juice, cola, sports drinks, and energy drinks.
![Page 6: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/6.jpg)
Problem Statement
How should PDB position the Crescent Pure Organic Drink effectively considering two options of - sports drink and energy drink positioning ?
![Page 7: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/7.jpg)
Sports Drink ?
![Page 8: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/8.jpg)
1) In 2012, the market for sports drinks was $6.3 billion.
2)Formulation can enhance athletic performance.
3) Health-conscious consumers
![Page 9: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/9.jpg)
Market Shareincreased only 9% between 2007 and 2012. In 2012, the market for sports drinks reached $6.3 billion in the United States and was expected to grow to $9.58 billion by 2017.
![Page 10: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/10.jpg)
Consumer data1) Men preferred it more than women.
2)62% of those between ages 18 and 24, and 77% of those ages 12 to 17.
![Page 11: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/11.jpg)
Competition1) Gleam and Drip had 73% and 21% market share, respectively.
2) The remaining 6% of market share was split among roughly 20 producers
![Page 12: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/12.jpg)
Threats 1) Obesity.2) Government regulations.
![Page 13: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/13.jpg)
Leading Edge1) Healthier option.
2) Lower caffeine and calorie content.
![Page 14: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/14.jpg)
Results ??
Emphasis should be :- “Healthy, functional, organic.”
![Page 15: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/15.jpg)
Energy Drinks ?
![Page 16: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/16.jpg)
1) market for energy drinks in 2013 is $8.5 billion.
2) targets the mostly 18 to 24 years old men.
3) Crescent delivers a boost of energy to combat fatigue and promote mental focus.
![Page 17: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/17.jpg)
Crescent’s organic certification and minimal caffeine content provide strong differentiators for the energy market.
It is a healthier alternative.
![Page 18: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/18.jpg)
Competition1) Fright, Razor, Torque, and Stellar accounted for 85% of category revenue.
2) The remaining 15% was split between roughly thirty independent regional and national producers.
![Page 19: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/19.jpg)
Threats Concerns about health and safety
![Page 20: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/20.jpg)
OpportunitiesSales of energy drinks with lower levels of caffeine and purer ingredients were rising due to consumer demand for healthier food and beverage choices.
![Page 21: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/21.jpg)
Results ?
High risk but viable and appealing positioning potential.
![Page 22: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/22.jpg)
![Page 23: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/23.jpg)
![Page 24: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/24.jpg)
In my opinion, Crescent pure must be positioned as a healthy opportunity to sports drinks.
![Page 25: Crescent pure ppt](https://reader034.vdocuments.net/reader034/viewer/2022042502/58a6c87c1a28abcc458b5225/html5/thumbnails/25.jpg)
Disclaimer
Created by Ayush Anurag, IIT Kanpur, during a Marketing Internship by Prof. Sameer Mathur, IIM Lucknow.