This website uses cookies to ensure you have the best experience. Learn more

Crescent Pure Essay

3005 words - 13 pages

Crescent Pure Case Analysis
João Nunes
The Lisbon MBA Part-Time 15/17

Executive Summary
Situation Analysis
Energy Drinks
Sports Drinks
SWOT Analysis
Marketing strategy
Positioning Alternatives
Point of Parity with Energy Drinks
Point of Parity with Sports Drinks
Point of Differentiation from both categories
Recommendation to Management
Breakeven Analysis
Final Considerations

Executive Summary
Sarah Ryan, VP of Marketing for Portland Drake Beverages is facing a tough decision of
deciding the positioning and overall strategy for the impending launch of ...view middle of the document...

PDB is under pressure to define the product by October 1 in order to negotiate with
beverage distributors and retailers, and to hire advertisers to develop ad campaigns in
time for the January 2014 launch. PDB planned to spend $750,000 on advertising for
Crescent in 2014 and used that figure as a benchmark earnings goal. If 2014 profits
met or exceeded the goal, PDB would fund Crescent’s national expansion in 2015.

Peter Hooper, a native of crescent, Oregon, saw a market opportunity for a healthy,
energizing drink. He founded Crescent in 2008. Organic, all natural food and
beverages became ubiquitous in the Pacific Northwest region in the 1990s and early
2000s, and Hooper found popular energy and performance-enhancing drinks
unhealthy, to sweet, and artificial. He began experimenting with different ingredients
in order to craft an organic, all natural beverage lightly infused with organic juices
herbal stimulants, and electrolytes.
He wanted a drink that would refresh, energize, and enhance mental focus. What
began as a hobby became a business as Hooper saw growing local demand for his
Crescent benefited from launching in a region that embraced the sale of local
products. A high percentage of Oregonians supported healthy, organic food choices
and the local businesses that made them available. After Hooper promoted his drinks
at farmers’ markets and local food shows and pursuing local retailers in Oregon,
demand grew in the Portland area for Crescent. Distribution eventually included two
hundred retail outlets (amongst others) and the company was selling 1,000 cases per
month with a retail price of $3.75 for an 8-ounce can.

After Michael Booth, CEO of PDB Beverages, noticed his adult sons drinking Crescent.
Crescent was a good fit for PDB’s strategy of expanding their trusted and popular suite
of organic products; specially because Booth knew that functional beverages,
specifically energy and low-calorie sports drinks, were rapidly growing segments.
Crescent was acquired by PDB in mid 2013. The plan was to leverage Crescent’s
manufacturing facility, organic suppliers and distributor relationships to expand its
presence in states geographically adjacent to Oregon in 2014 and then nationally in
However, short term production capacity restraints limited PDB’s production of
Crescent to 12,000 cases per month in 2014.

Looking at the Energy Drinks market, we find that the largest group of energy-drink
consumers were males between ages 18 and 34. Parents of children were also more
likely to consume energy drinks. The highest volume of energy drinks consumed was
by respondents with a household income below $25,000 per year, quite lower than
Crescent’s customer base with a median of $42,500.
Regarding the Sports Drink market, roughly half of men drank sports drinks, while only
a third of women did. Although 40% of men found sports drinks refreshing, only 27%
of females did....

Other assignments on Crescent Pure

Course Syllabus Essay

2610 words - 11 pages [pic] COURSE SYLLABUS Semester: Fall, Year: 2012  College Mission Statement Richard J. Daley College provides high-quality education which leads to academic success, career development, and personal enrichment that fulfill diverse community needs. Mathematics Department Mission Statement Our mission is to deliver excellent service and to provide learning opportunities by offering a wide range of mathematics courses, which will help our

Management Essay

1477 words - 6 pages Boeing Management Planning Heather Oetzel MGT 330 October 22, 2012 Joe Cheng Abstract Boeing is known as “the world’s leading aerospace company and the largest manufacturer of commercial jetliner and military aircraft combined ("The Boeing Company: About Us", 2012). Every company uses different types of management techniques including how the planning function of management is used. Planning allows organizations to develop how the

Assisted Suicide

1015 words - 5 pages Should physician-assisted suicide be legal? While I believe if one chooses to end his or own life through physician assistance for reasons that they chose, the choice should be up to the individual. Physician-assisted suicide should be at one's discretion. “Assisted Suicide, also called Voluntary Euthanasia, is currently a contentious issue in many countries. Because Euthanasia is legal in a few modern democracies: the Netherlands, Belgium

Tanglewood Case 1

797 words - 4 pages Tanglewood’s staffing strategy requires the organization to make key decisions about the acquisition, deployment, and retention of the organization’s workforce. In order to accomplish this, Tanglewood’s must make thirteen decisions regarding its staffing levels and its staffing quality. One of the first decisions that Tanglewood needs to choose is to acquire or develop talent. Tanglewood should try to develop their current talent because one


1391 words - 6 pages Есе по въпроса: Кои от всички „действащи” лица могат да се разглеждат като морално отговорни и в какво именно? по казуса Форд „Пинто” Корпоративните злодеяния са нанесли повече вреди на обществото от всички улични престъпления взети заедно. Според данни на ФБР сумата от уличните престъпления възлиза на $3.8 млрд. годишно, а загубите от корпоративните измами между $100 млрд. и $400 млрд. годишно

The Penis

1052 words - 5 pages The short story ”The Penis” is written by Hanif Kureishi. The short story is about a penis, which has been separated from its owner Doug, who we hear from later on. At first though we hear about a guy called Alfie who was “a cutter – a hairdresser – and had to get to work”. He is having breakfast with his wife, when she asks him what he did last night, and if he had a good time last night? Alfie can not remember what he did last night, he then

Managed Care Paper

543 words - 3 pages Managed Care and Case Management Care Marvin Lloyd BSHS/402-Case Management 27 August 2012 Virgil Miller Managed Care are techniques employed to help reduce the cost for providing health benefits and a system for improving organizations quality of care


439 words - 2 pages The life expectancy is lower; so people are not kept alive with drugs for decades in a virtual sleep state. There is less state education; so kids don't have it drilled into them that their only goal in life is to make money, at the cost of 'everything' else. The health care is less; so diseases, usually brought by Westerners, kill many more than they do in countries where drug companies can make a fortune from selling medicines that aren't

Chapter 6 International Business

7113 words - 29 pages CGGGG The Political Economy of International Trade Chapter Outline OPENING CASE: Why Are Global Food Prices Soaring? INTRODUCTION INSTRUMENTS OF TRADE POLICY Tariffs Subsides Country Focus: Subsidized Wheat Production in Japan Import Quotas and Voluntary Export Restraints Local Content Requirements Administrative Polices Antidumping Policies Management Focus: U.S. Magnesium

Scope And Goals

279 words - 2 pages Introduction: Kudler Fine Foods is a specialty food store based in San Diego, California with its three locations in La Jolla, Del Mar, and Encinitas. Kudler Fine food prides itself on offering fresh and organic products that are carefully selected from local farmers and around the world. The organization has recently taken the initiative to start a Frequent Shopper Program to market and increase sales. This program will offer the customers a


251 words - 2 pages Meerkat The meerkat or suricate, Suricata suricatta, is a small mammal belonging to the mongoose family. Meerkats live in all parts of theKalahari Desert in Botswana, in much of the Namib Desert in Namibia and southwestern Angola, and in South Africa. A group of meerkats is called a "mob", "gang" or "clan". A meerkat clan often contains about 20 meerkats, but some super-families have 50 or more members. In captivity, meerkats have an average

Similar Documents

Mgt216 Essay

714 words - 3 pages The first ethical issue presented in the ethics game simulation was whether to warn consumers about the contaminated product and what information to provide consumers about the contaminant. The second ethical issue was whether to sell a product that does not meet U.S. safety requirements in a foreign market that has lower safety restrictions. G-BioSport was not required to meet prior approval from the Federal Drug Administration before they

Economy Effect Of Marijuana Essay

277 words - 2 pages Modern American History by Alan Renga 2nd Mid Term! You will be given 3 Short Essay questions and 20 Multiple Choice questions deriving from this list! 80 points total! The 1920s Warren Harding then Calvin Coolidge Tea Pot Dome 1st Red Scare Immigration Restriction, Sacco and Vanzetti Langston Hughes, Marcus Garvey, KKK Prosperity, advertising Prohibition, Al Capone Flappers, Clara Bow, Rudolph Valentino Babe Ruth, Jack Dempsey

The Vc Shakeout Essay

2033 words - 9 pages ECONOMY 26 Luring a big firm to town is not the secret to job growth DEFEND YOUR RESEARCH 30 Are morning people wired for success? VISION STATEMENT 32 The social web’s east-west divide COLUMN 38 Warren Bennis looks back on his surprising path to fame New Thinking, Research in Progress New Thinking, Research in Progress FIRST The VC Shakeout Venture capital hasn’t worked for a decade and must be radically

Hospitals Paper

6014 words - 25 pages I hope to provide in this paper a comprehensive understanding for what the term “hospital” has become. Hospitals are an extremely complex system that man has created and shaped and reshaped throughout history. My goal in writing and researching this paper will be to provide those who read it a clear understanding on how the hospital system got to where it is today, and to shed some light on the many organizations that affiliate with and