Hmmmmmm…

What is it ?

Beverage

- Non-alcoholic- Organic

Sarah Ryan, Vice president

sMMichael Booth, PDB’s CEO Michael Booth, PDB’s CEO

Positive aspect

Energy Boost

Mental focus

Decreases post workout fatigue

The Beginning

PDB Crescent Pure

The acquisition requires a new market positioning of Crescent so it aligns with PDB’s brand values.

77% market share (pepsico)

20% market share (Coca- Cola)

Red Bull was just a small company in those times.

SWOT

Analysis

- Organic - Low sugar level- Healthier- Energy drink alternative- Competitive Pricing- High Quality- Herbal Stimulus for mental focus- Environmentally-Friendly Packaging

Limited Variety Limited Production

Capacity

Relatively Higher

Price

- Economy in Recovery- Emerging and booming diet and

low-sugar sports- Larger group of health-conscious

consumers- "anytime beverage"- Larger Growing Drink Market

Public

ignorance

of new

drink in the

market

Stricter

Government

Regulations

Pre-existing

Competition

for Energy and

Sports Drinks

Positioning

Soft DrinksEnergy Drink

The Beverage Industry of US

$131 billion in 2013

$164 billion in 2018

PDB planned to spend $750,000 on advertising for Crescent in 2014 and used that figure as a benchmark earnings goal. If 2014 profits met or exceeded the goal, PDB would fund Crescent’s national expansion in 2015.

To position Crescent Pure as a healthier sports drink alternative

contribute to combat obesity

To encourage the current millennial generation to adopt a healthier regime and mindset

To establish awareness and familiarity of Crescent Pure within NYC

Crescent’s herbal

stimulants delivered 80

milligrams of caffeine.

This amounted to half the

energy contained in a

similar serving of the two

leading energy beverages

on the market

A high percentage of Oregonians supported healthy, organic food choices and the local businesses that made them available. The drink retailed for $3.75 for an 8-ounce can.

“We encourage the millennial generation to adopt a healthier lifestyle through increased awareness of diet and exercise”

Strategies…...

Promotions

Use third-party celebrity endorsers to help position Crescent Pure as a sports drink and appeal to the younger generation

Combine efforts with favorable global brands to raise awareness of Crescent Pure on a local and national level

Increase exposure and establish affiliation with international sporting brand through sponsorship to resonate with athletic consumers

Receive extensive and favorable press coverage via traditional and social media

Tactical Execution

Top Endorsers

Media Outreach

According to the customer's view:

- Crescent could be positioned as a sports drink because consumers think of Crescent as highly hydrating and energetic.

- And hence, they can position themselves in high-hydration & high energy region and face just one competition

We are almost done

Consumer perception about Crescent aligns well with an alternate choice of a energy drink

They have strong points of difference as a energy drink due to their organic certification

There are lesser leading competitors with similar drink characteristics

They can position it at $2.75 which is lower in comparison to the average price of energy drinks

DISCLAIMERCreated by Ashim Aryal, VIT Vellore, during a Marketing Internship by prof. Sameer Mathur ,IIM Lukow