Taylor Hayden
Prof. Mgrdichian
BUSN 301
12/2/14
Crescent Pure Analysis
Key Issue:
The Key issue in this case is whether not to label the Crescent Pure drink as a sports
drink, an energy drink, or focus more on the drink’s healthy and organic roots and which one
would attract the most customers.
Relevant Considerations:
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The Crescent energy drink could be promoted to boost energy and promote mental focus
There is a concern about the long-term viability of the energy drink market
The regular consumption of energy drinks have fallen because of negative media
attention.
The price for a Crescent sports drink would be significantly higher than those of similarly
sized sports drinks.
The market for energy drinks was growing; between 2010 and 2012, the market for
energy drinks had grown by 40%.
The largest group of energy-drink consumers were males between ages 18 and 34.
Sales of energy drinks with lower levels of caffeine and purer ingredients were rising due
to consumer demand for healthier food and beverage choices.
Roughly half of men drank sports drinks, while only a third of women did.
Concern regarding rising childhood obesity rates resulted in government-mandated
guidelines to remove high-calorie sugary drinks and snacks, including sports drinks, from
school vending machines beginning in 2014.
New diet and low-sugar sports drinks were growth areas for the industry.
Crescent appeared to be most popular among consumers aged 18-30
A higher percentage of women purchased Crescent than expected.
Younger, health-conscious consumers who regularly consumed energy or sports
beverages were prospect for Crescent.
Crescent could position itself as an organic refreshment and capitalized on the growth of
the organic food and beverage industry.
Recommendation:
I recommend that PDB focus more on a healthy, organic drink than an energy or sports
drink, since more people have reacted positively to a more health oriented drink. If they could
focus all their attention on healthy drinks, and push it into the market before other major
corporations released their drinks, crescent could have leverage and become successful.