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