Crescent Pure Business Case

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Stellar Torque

X Crescent Pure Fright

X All Energy Drinks

Razor

Hydration-low

Nutrition-high

[pic 13]

Watr+

Drip

Swish X Crescent Pure

X All Sports Drinks

Gleam

Taste-low Taste-high[pic 14]

Stellar Fright

X All Energy Drinks

Torque

Razor

Nurtition-Low

In the first perpetual map discussing hydration and energy Crescent Pure is positioned higher than the other energy drinks for hydration. About 29% of consumers thought that the drink was hydrating unlike the 11% that thought most other energy drinks were not very hydrating. For energy I placed Crescent Pure higher than other energy drinks. This is because through the natural ingredients that are provided in the beverage there is less of a risk for a crash. Unlike other energy drinks that have artificial ingredients that may cause more of a crash feeling. Also, it was mentioned that consumers felt like they had the boost they needed and didn’t feel the crash later on in the day.

For the second perpetual map Crescent Pure was compared with nutrition and taste of other drinks. Crescent Pure is placed above both energy and sports drinks. This is because of the content found in the beverage. The all natural ingredients and the fact all ingredients can be pronounced in the beverage make this beverage of a higher nutritional content. Highlighting the natural ingredients this is why I placed nutrition higher than both the sports drink and energy drinks. For taste I inferred that Crescent Pure would be placed higher on the perceptual map. The fact that Due to the natural flavors and natural sweeteners the drink will taste better than artificially flavored energy drinks. It can be inferred that the strongest selling points for Crescent Pure is the taste and nutritional value found in the drink.

4. Create a positioning statement based upon the target market(s) you think the Beverage Company should pursue. For [targeted segment], Crescent is [most important claim] because [most important support statement].

The positioning statement for the product would be as follows:

For the millennial on the go that wants a healthy alternative to the average sugary energy drink Crescent Pure is the perfect beverage to give you the pick me up that you need.

The positioning

5. State and support your positioning recommendation. Who is the target market? (describe them...how think, feel, act,...internal and external influences). How should Crescent Pure be positioned and promoted in the marketplace (Oregon, California, and Washington) to create the most value? Include a discussion explaining why your recommendation is superior to other positioning strategies considered (i.e. discuss the pros and cons of each.)

Crescent is focusing on the fact that it is an organic energy drink. This is how the beverage should be positioned. Since energy drinks have the reputation of often containing chemicals and can lead to health issues the organic approach is critical. Crescent will be a healthier alternative to energy drinks while still giving the consumer the pick me up they may need. People often avoid organic products due to the cost but the drinks will be moderately priced. The way the drinks will be positioned will still provide Crescent the opportunity to be profitable and successful with their drinks. The target market are millennials. Millennials are between the ages of 18-35 which is the target market for this beverage based on the demographics table. Millennials tend be overly concerned about health and what type of products they are putting into their body. Therefore, this drink being organic and healthier than other energy drinks is a huge factor. Some of the internal factors in consumer behavior are attitudes, motives, and perception. Their attitudes towards energy drinks may be negative so it is important that the position statement explains that this drink is different. Which I is why it was important to highlight that the drink is healthier than the average energy drink. The motive will be to get a boost of energy without all the unhealthy additives. The perception is what Crescent Pure is out to change and that is that all energy drinks are unhealthy. A few of the external factors that influence consumer behavior are social status and culture. The Crescent Pure beverage will be moderately priced which is a good thing. Most millennials are just starting out their careers and don’t have as much deposable income as the more mature generations. The culture of the target market tend to be more conscious of everything that is going on in the world. This organic nature of the product is an excellent selling point.

The beverage should be positioned as a healthy boost. It is something that is simple and millennials will not get caught up in unnecessary jargon. Organic already implies a healthy beverage so there is no need to include that in the position. Millennials tend to want the message straight to the point. The other suggestions have a lot of little details that don’t matter to the overall goal of the product. This also will be helpful when advertising.

The beverage will not have a large advertising budget. Therefore, the company must allocate their sources efficiently before implementing the plan. This is a completely new product so the company will have to build brand awareness for Crescent Pure. Because of the target market the company should rely heavily on social media. This is an efficient way to reach the target market without going over budget. The disadvantage to this is that the company will miss other markets that may not be as familiar with social media. Also, there are some millennials that chose not to participate in social media so those individuals will miss the marketing effort. The company will have to think of other strategies to target those groups of people. The face-to-face marketing piece should focus on concerts and sporting events

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