Crescent pure

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  Case analysis
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  • 1. sMMichael Booth, PDB’s CEO Michael Booth, PDB’s CEO Michael Booth, PDB’s CEO Michael Booth, PDB’s CEO Sarah Ryan, Vice president
  • 2. It is a low sugar drink
  • 3. BBenefits Energy Boost Mental focus Decreases post workout fatigue
  • 4. • In recent years, relatively slow growth rate in sale of sports drinks •the market is expected to have a 52% growth within five years •$6.3 billion in 2012 to $9.58 billion by 2017 •a dramatic growth of 33% from 2010 to 2012
  • 5. Who Were its competitors?
  • 6. Two of its major copetitors were:  Gatorade owned by Pepsico with 77% market share  Powerade owned by Coca-Cola with 20% market share
  • 7. Other competitors such as red bull are also present.
  • 8. SWOT analysis
  • 9. Strengths: •Certified organic, lower sugar quotient •Healthier sports and energy drink alternative •Herbal stimulants provide energy boost and mental focus functions •Environmentally-friendly packaging •Positive response in three States where already launched
  • 10. Weakness: •Higher price than most sports drinks on the shelf •Little public awareness as a new brand •Other possible competitors to arise in sports drink market in the near future
  • 11. Opportunity: •Growing sports drink market •Emerging and booming diet and low-sugar sports •drink industry •Larger group of health-conscious consumers •Considered as "anytime beverage", providing a wider consumer base
  • 12. Threat: •Fierce industry competition ••Publics disapproval of new drink on the market •Potentially stricter government regulation
  • 13. what is its ?
  • 14. •University students aged 18 to 25 as our primary target consumers, who may have high engagement in sports but poor diet habits •Adults aged 26 to 35 are their secondary target group, who also happen to be the largest group of gym members
  • 15. Crescent Pure will contribute to combat obesity among millennials with the aim of raising a stronger generation by providing a healthier sports drink alternative
  • 16. The three objectives of crescent pure are: To establish awareness and familiarity of Crescent Pure within NYC To position Crescent Pure as a healthier sports drink alternative To encourage the current millennial generation to adopt a healthier regime and mindset
  • 17. “We are the first of our kind- Taste Natural Energy” “We are certified organic- less sugar, more natural ingredients” “We encourage the millennial generation to adopt a healthier lifestyle through increased awareness of diet and exercise”
  • 18. What were the strategies of the brand?
  • 19. Use third-party celebrity endorsers to help position Crescent Pure as a sports drink and appeal to the younger generation Engage millennials through community outreach and university collaboration 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
  • 20. •Brand refit desiedsfgn for the Crescent Pure logo and bottle label • Eco-friendly fiber materials pacaging, allowing the bottles to be recycled
  • 21. What was its tactical execcution?
  • 22. Through top endorsers in their list
  • 23. Partnerships
  • 24. Media Outreach
  • 25. Media outreach Radio TV Newspaper
  • 26. After this, evaluation needs to be done
  • 27. It includes, •Number of sales - before vs. after •Media coverage, placements and feedback: pitch letters, news releases, social media - before vs. after •Community outreach: students engagement in sports clubs and other activities/organized sport- before vs. after •Awareness of Crescent Pure as a brand and as a company that is locally engaged •Change of attitudes towards sports drinks •Customer satisfaction towards Crescent Pure via online surveys and Facebook polls •Target audience distribution •Social media followers and influence of endorsers - before vs. after
  • 28. Along with this, future considerations are to be taken care of
  • 29. Such as… •Partnership with Michelle Obama’s ‘Let’s Move!’ initiative •Sponsorship of 2016 Olympics in Brazil •Nationwide university initiative, including the distribution of Crescent Pure in vending machines •Lululemon partnership targeting niche yoga community: free yoga classes organized in sponsorship by Crescent Pure, education on healthy diet and exercise, etc •Trial testing of products at local universities with school’s best athletes (before vs. after testing) •Launch of additional flavors (with integrated public suggestions)
  • 30. Created by Shubham Hinge, NIT Nagpur during a marketing internship by prof. Sameer Mathur, IIM Lucknow. (See
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