case study on crescent pure

17
Case study on crescent pure BY SHALAKA SITRE RCOEM

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Page 1: case study on crescent pure

     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!