Presentation on case study of Crescent Pure in a Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

1. CRESCENT
PURE
A HARVARD BUSINESS SCHOOL
CASE STUDY
~SHOAIB ARSHAD KHAN

2. PDB (PORTLAND DRAKE BEAVERAGES)
COMPANY PROFILE
1.Manufacturer of
Organic Juices.
2. Clocked $120.5m
revenues by 2012
3. Values: Health
& Affordability

3. CRESCENT PURE’S
HISTORY
as

4. as
~Founded by Peter Hooper in 2008
~Because he saw a market for healthy
, energizing drink
~Non-alcoholic, functional beverage.

5. CRESCENTS ACQUISITION BY PDB
MICHAEL BOOTH (CEO, PDB)
Saw his son’s drinking Crescent pure
They found the drink healthy and refreshing
Consumer demands for organic beverages were
increasing
Booth thought Crescent to be perfect match for PDB’s organic

6. SITUATION :-
• as

7. AS
Soft launch in
2014, due to
lesser
Production
Capacity
CEO has asked
Sarah Ryan (V.P.
Marketing) to form
suitable Marketing
Strategy

8. PRODUCT POSITIONING OPTIONS
• as

9. ENERGY DRINK
1.$2.99 per Can (Avg. Pricing)
2.Age Group :- 18-24
3.Top 6 players account for 85% of
Revenue
4.Attracts comparatively lesser
consumer base

10. SPORTS DRINK
1.$1- $2 per Can ( Avg. Pricing )
2.Age Group :- 12-24
3.Top 2 players have 94% market share
4.Attracts higher consumer base

11. ORGANIC DRINK
1.25% premium
2.All Ages
3.New emerging Market

12. MARKET TRENDS
1. Drinks with low Caffeine & Sugar
2. Rising sales of healthier beverages
3. Fierce competition amongst both energy
and sports drink
4. Organic Drink Industries – emerging and
growing rapidly

13. CRESCENT PURE
Vs
COUNTERPARTS

14. Contains Organic Juices

15. HERBAL STIMULANT :-
GUARANA SEED
(Delivers Caffeine= 80 mg)

17. RAW CANE SUGAR
(70% less sweeter)

19. GREEN TEA

20. BEVERAGE DISTRIBUTION SYSTEM IN U.S.
MANUFACTURER
DISTRIBUTORS
(Adds 25% margin while selling to
retailer)
RETAILERS
(Adds 40% margin while selling to
customers)

21. CONSUMER STUDY

22. CONSUMER STUDY

23. CONSUMER STUDY

24. BREAK EVEN ANALYSIS

25. DISCLAIMER
CREATED BY SHOAIB ARSHAD KHAN, SSGI-FET
BHILAI, DURING A MARKETING INTERNSHIP BY PROF.
SAMEER MATHUR, IIM LUCKNOW