This is a case analysis.

1. Pure

3. In 2013, the non-alcoholic
beverage market was
estimated to be $131 billion
and was projected to grow
to $164 billion by 2018.

5. 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.

6. Problem Statement
How should PDB position the Crescent Pure Organic Drink
effectively considering two options of - sports drink and
energy drink positioning ?

7. Sports Drink ?

8. 1) In 2012, the market for sports drinks was $6.3 billion.
2)Formulation can enhance athletic performance.
3) Health-conscious consumers

9. Market Share
increased 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.

10. Consumer data
1) Men preferred it more than
women.
2)62% of those between ages 18
and 24, and 77% of those ages 12
to 17.

11. Competition
1) Gleam and Drip had 73% and 21%
market share, respectively.
2) The remaining 6% of market
share was split among roughly 20
producers

12. Threats 1) Obesity.
2) Government regulations.

13. Leading Edge
1) Healthier option.
2) Lower caffeine and calorie
content.

14. Results ??
Emphasis should be :- “Healthy, functional,
organic.”

15. Energy Drinks ?

16. 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.

17. Crescent’s organic certification and
minimal caffeine content provide strong
differentiators for the energy market.
It is a healthier alternative.

18. Competition
1) 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.

19. Threats Concerns about health and safety

20. Opportunities
Sales of energy drinks with lower
levels of caffeine and purer
ingredients were rising due to
consumer demand for healthier
food and beverage choices.

21. Results ?
High risk but viable and appealing
positioning potential.

24. In my opinion, Crescent pure
must be positioned as a healthy
opportunity to sports drinks.

25. Disclaimer
Created by Ayush Anurag, IIT Kanpur, during a
Marketing Internship by Prof. Sameer Mathur, IIM
Lucknow.