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Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned as an energy drink, a sports drink, or should it adopt broader positioning as an "organic health and wellness" beverage? Students studying this case explore customer segmentation, product differentiation analysis, and the evaluation of perceptual maps as a market research technique.
Determine the External and Internal Influences Driving the decision.
Look at customer segmentation: who is the target audience for this new beverage? Could they market to multiple audiences for this new beverage?
Determine how Portland Drake Beverages (PDB) should position and advertise their new product.
Based on the perceptual mapping which provided which positioning option would be the best?
Based on PDB current brand portfolio, would an organic beverage be a viable option? Advertising and distribution considerations may apply, they would be entering a new market segmentation.
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