Reference no: EM133232974
Assignment - Crescent Pure Discussion
Crescent Pure - In October 2013, executives from Portland Drake Beverages (PDB) will meet to determine the right positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. PDB is considering whether to position Crescent as an energy drink or a sports drink; but Sarah Ryan is thinking about recommending that it be positioned to more health-conscious consumers. Under this scenario, Crescent would straddle multiple categories and reach a broader audience.
Following your review of this case and the Harvard core reading "Market Segmentation, Target Marketing, and Positioning," prepare responses to the following case questions:
1. Given that Crescent is PDB's first entry in the U.S. sports and/or energy beverage markets, what must PDB do in regard to Crescent's pending launch?
2. What factors should influence the positioning of Crescent?
3. How is the market segmented? At what segment should Crescent be targeted?
4. What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a healthy organic beverage?
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