crescent pure business school case study
TRANSCRIPT
ORGANIC BEVERAGE
SPORT DRINKS
ENERGY DRINKS
CRESCENT PUREA CASE STUDY
PETER HOOPER founded
CRESCENTin 2008
PORTLAND DRAKE BEVERAGES (PDB)
acquiredCRESCENTin the year JULY 2013
CRESCENT PURE
STANDS OUT OF THE BOX
IN WHAT WAY ???
ALL CRESCENT PURE INGREDIENTS WERE CERTIFIED “ORGANIC”
•Lime Juice•Lemon Juice•Raw Cane Sugar (Small Amounts)•Green Tea•Guarana (A Plant Native To South America Which Has Double The Concentration Of Caffeine Found In Coffee Beans Is Used As An Energy Stimulant)•Ginseng (A Herbal Supplement To Relieve Fatigue And Boost Concentration)•Fine Grain Salt
55+ 2%
25-34 15%
35-44 15%
45-54 3%
18-24 44%
CRESCENT CONSUMER STUDYDEMOGRAPHICS OF CRESCENT ONLINE CONSUMERS
MALE 59%
FEMALE 41%
CRESCENT CONSUMER STUDYMALE VS FEMALE
35%
22%
29%
47%9%
8%
19%
38%
29%
DESCRIPTION OF CRESCENT
Refreshing Healthy Affordable
Functional Too Sweet Suitable For Teens
Fun Natural Hydrating
KEY FINDINGS
Crescent taste appeals to most consumersOlder consumers liked Crescent as it was a healthy alternative to high calorie sugary energy drinksYounger consumers felt it had less energyCrescent had healthy ingredients, good taste and a slight pick-me-upMany were surprised that the drink price was only $2.75 despite organic and energy ingredients
ENERGY DRINKSPORT DRINK
ORGANIC BEVERAGE
POSITIONING STRATEGY
ENERGY DRINKS ???
MARKET SIZE
$8.5 Billion (2013)
$13.5 Billion (2018)
CONSUMER DATA
18-34 YEARSLARGEST GROUP
OFENERGY DRINK
CONSUMER
COMPETITION
FRIGHT (34% REVENUE)
RAZOR (27% REVENUE)TORQUE (16% REVENUE)
STELLAR (8% REVENUE)
30 INDEPENDENT PRODUCERS (15% REVENUE)
THREATSHEALTH AND SAFETY RISKS
SPORTS DRINK ???
MARKET SIZE
$6.3 Billion (2012)
$9.58 Billion (2017)
CONSUMER DATA
12-17 YEARS(77%)
18-24 YEARS (62%)
COMPETITIONGLEAM (73% REVENUE)
DRIP (21% REVENUE)
20 OTHER PRODUCERS (6% REVENUE)
THREATSRISING CHILDHOOD OBESITY
RATES RESULTING IN REMOVAL OF SPORT DRINKS FROM
SCHOOLS
ENERGY DRINKS ???
SPORT DRINKS ???
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
REFRESHING HEALTHY AFFORDABLE FUNCTIONAL TOO SWEET SUITABLE FOR TEENS
FUN NATURAL HYDRATING
ENERGY DRINKS VS SPORTS DRINKS
Energy Drinks Sports Drinks
HYDRATION VS ENERGY
SPORT DRINKS
ENERGY DRINKSSPORT DRINKS
ENERGY DRINKS
HYDRATION WILL BE HIGHER IN SPORT DRINKS THAN ENERGY DRINKS ENERGY CONTENT WILL BE HIGHER IN ENERGY DRINKS WHEN COMPARED TO SPORT DRINKS
NUTRITION VS TASTE
ENERGY DRINKS
SPORT DRINKS
SPORT DRINKS ENERGY DRINKS
NUTRITION IN SPORT DRINKS WILL BE HIGHER THAN ENERGY DRINKS TASTE WILL BE MORE OR LESS SAME FOR BOTH SPORT DRINKS AND ENERGY DRINKS
IN MY POINT OF VIEW !!!
NEITHER ENERGY DRINKS
NOR SPORTS DRINKS
THEN WHAT ???
WHAT ???????
???
ORGANIC
BEVERAGES
COULD PDB EXPLOIT CR ESCENT BROAD APPEAL WITH
POSITIONING THAT FOC USED ON HEALTH, WELLNESS AND
NATURAL INGREDIENTS ???
1. There are different attributes such as refreshing taste, mild energy boost, hydration and organic ingredients which gave a broader appeal
2. By limiting its positioning to one or two of these attributes PDB might risk losing many customers
3. There are no health risks associated with organic beverages
4. Crescent has better properties to fit into the organic section
History Ingredients Crescent Consumer Study Description Of Crescent Key Findings Positioning Strategy Energy Drinks Sport Drinks Organic Beverages
DISCLAIMER
Created by Shivahari Suthan T M, PSG College of Technology during a marketing internship, by Prof. Sameer Mathur, IIM Lucknow