Portland Drake Beverages ( PDB ) is a maker of organic juices and scintillating Waterss. which bought Crescent that is founded in 2008 by Peter Hoober whom already realized a market chance for a healthy activating drink. Although he has started that production and merchandising of Crescent as a avocation. subsequently on it became a concern because of turning local demand. Crescent Pure Case is chiefly about acquisition of Crescent by PDB in which market researches and client studies are realized in order to place the best class for Crescent to be successful in United States.
1. Given that Crescent is PDB’s first entry in the US athletics and/or energy drink market. what must PDB make in respect to Crescent’s pending launch? Crescent should make a market research to find which market has the most possible for their merchandise. Important factors to see are market demand. the market itself and the competition in the market.
Sport-drink marketEnergy-drink market
Market demandMost of import elements that people think about athletics drink:
Refreshing ( 34 % )Healthy ( 16 % )Affordable ( 11 % )Hydrating ( 49 % )
Most of import elements that people think about energy drink:
Refreshing ( 12 % )Healthy ( 6 % )Affordable ( 5 % )Hydrating ( 11 % )MarketThe market reached $ 6. 3 billion in the United States and was expected to turn to $ 9. 58 billion by 2017
50 % of work forces drink athletics drinks and40 % find them reviewing33 % of adult females drink sport drinks and27 % find them reviewing62 % of those between 18 and 24 drink athletics drinks and77 % between the age of 12
Turning market between 2010 and 2012 with 40 % . It was estimated to be $ 8. billion in the United States in 2013
The largest group of energy-drinking consumers was males between ages 18 and 34. Parents of kids were besides more likely to devour energy drinks. The highest volume of energy drinks consumed was by respondents with a household income below $ 25. 000 per twelvemonth.
CompetitionGleam and Drips had 73 % and 21 % market portion. The staying 6 % of market portion was split reasonably equally among approximately 20 manufacturer
Together. Fright. Razor. Torque and Stellar accounted for 85 % of class gross. The staying 15 % was split between approximately 30 independent regional and national manufacturers.
Out of this market research we can reason that it seems more interesting for Crescent to take the market of energy drinks. Their trade name image and their merchandise is more similar to the perceptual experience that people have from energy drinks. Furthermore most families that consume energy drinks have an income below $ 25. 000 per twelvemonth. while their drink is non truly marketed to vie with the low cost energy drinks.
2. What factors should act upon the placement of Crescent? ( textbook chapter 7-8-9 ) Claude Hopkins. who is one of the most of import milepost of advertisement and selling. says. “people should cognize who their rivals are. what the others offer and what the people want. ” In visible radiation of this logic. in order to place the placement of Crescent. following factors should analyze chiefly. Customer analysis
Rival analysisMarket analysisEnvironmental analysis
Customer analysis should include definition of client sections. Inquisition of client motives and designation of unrealized demands. For the PDB. natural. non chemical. low calorie Crescent merchandise is able to be a good chance particularly as a new merchandise group in footings of unrealized client demand. As a new entrant which needs spring. Crescent natural functional drink can bring forth a strong purchase consequence in this market. Competitor analysis is the 2nd stage of those analyses. In this stage. PDB should measure the competition from the broader position. Equally good as the rivals which are bring forthing the same merchandise. substituent merchandise manufacturers should manage as good. Rivals ends and schemes. product/production costs. repute and place. strengths and failings. institutional experiences are really of import every bit good as invention accomplishments. production capacity. finance. direction. gross revenues and selling and client relationship. Market analysis is the indispensable usher for the PDB in order to placement.
Market kineticss. size. growing tendencies in 5-10 old ages should be understood good. They can make up one’s mind the market portion. profitableness and such sort of ends in numerical base and maneuver the placement in the market. From the environmental analysis point of position. critical instances are healthy life desire. immature population rate growing and green economic system as the recent popular attacks in footings of consumers and economic and legal ordinances as functionary. Harmonizing to above analysis consequences. one of the basic elements of placement and concern scheme is sustainable competitory advantage. In order to place the competition field. merchandise market choice. rival choice and pricing factors are the anchor based on assets and competences of PDB.
Value proposition of Crescent merchandise should be seeable. meaningful and sustainable. Real. well-perceived and relevant client value coevals is critical. Customer must cognize and believe it because offering client value is meaningful if the value is sensed decently by the client. Furthermore. being proprietor of reputable and esteemed trade name is the most strongest advantage for sustainable competitory. If a good market portion is desired. PDB should concentrate on geting an plus into the consumers mind for Crescent functional drink and add the trade name trueness. perceived quality and trade name association on top of the trade name consciousness of PDB – Crescent. 3. How is the market segmented? At what section should Crescent be targeted?
Crescent may come in into three bomber markets such as energy-drink. sport-drink and healthy organic market. Healthy organic market is rather new and really unpredictable compared to the others. Energy drink market contains four chief merchandises and there is a large competition to acquire more portion from the market. Sports drink market has merely two chief merchandises while one of them has about three/forth of the market. A batch of little companies produce organic drinks but due to raw material scarceness they are non able to suppress large portions from the market. The rivals are largely local houses and they merely serve to a little group of consumers. Crescent Pure holds a large chance to suppress the market. since the entire market is still far off from being big and stable. The market of energy drinks is the largest among the others and the entire market value is $ 8. 5 billion in the United States and it is turning quickly. The large four rivals which are Fright. Razor. Torque and Stellar hold % 85 of the gross.
The remainder of the market is split between other manufacturers. Despite the market is big for the manufacturers. the repute of the energy drinks is diminishing due to the wellness and safety hazards. There is a large demand for the merchandises which has lower caffeine and much purer ingredients. Healthier merchandises can rearrange the portions of the merchandises in the market. Sports drinks are largely related with their hydrating and bracing descriptions. Market has an involvement from immature coevals and Gleam has % 73 and Drip has % 21 of the market portion. The remainder of the portion is split between 20 manufacturers. Growth chances in the market are based on diet and low-sugar merchandises but due to bad consequence on kid grow. authorities decided to take high-calorie drinks including athletics drinks from schools. This determination creates a valuable chance for the Crescent to get the large market portion but on the other manus the market can acquire smaller. Crescent has large chances for all markets but it will be much more logical to make a intercrossed section to split the hazards.
Crescent may take to get the hang in organic energy drink section. Crescent’s most of import feature is being an organic merchandise and all markets are germinating for healthier drinks. The general tendency is incorporating organic ingredients and being ecological friendly. since consumers are looking for healthier merchandises. Crescent has a large opportunity to acquire a good market portion with being both eco-friendly and healthy. If we consider the rivals and grosss of each markets we can foretell that Crescent may be a large rival for organic energy drink section. An informal consumer study showed that consumers view Crescent as an “energy” drink. Percept of the merchandise will be easy agreed by the consumers if Crescent decide to place itself as an energy drink while Crescent can easy publicize itself as an organic energy drink. Combination of these two elements may make a encouragement in the publicity of their merchandises and can take down the advertisement disbursals.
4. What are the pros and cons of positioning Crescent as an energy drink. a athleticss drink. or a healthy organic drink? Positioning Crescent as one of the choices among energy drink. athleticss drink or a healthy organic drink has specific different results for PDB. Even though the merchandise can be the same in all three options. different advantages and disadvantages are foreseen under these options. All of those pros and cons rely on market researches. client studies and changing parametric quantities. As a consequence of these changing parametric quantities for each possibility ; overall state of affairs is rather different even the merchandise is the same. Having a expression at the for the instance of positioning the merchandise as an energy drink has three chief pros. First of all. there’s an incremental growing of energy drinks among consumers. Harmonizing to the Case Report. market for energy drinks had grown % 40 between 2010 – 2012 while appraisal for 2013 is $ 8. 5 billion in the United States and prognosiss of 2018 range up to $ 13. 5 billion every bit good.
Other than that people’s inclination to devour energy drinks together with other drinks may besides hike the placement of the merchandise. Price is another of import pros since mean monetary value of energy drinks among the market for 8oz is 2. 99 $ whilst Crescent is positioned at 2. 75 $ at 8oz. This monetary value is an of import point for consumers’ choices because people who has lower income than 25. 000 $ prefers to imbibe energy drinks. Competition with known trade names is the biggest challenge in this facet because energy drinks market is chiefly shared by four companies who already hold % 85 of the grosss. One of the major cons is the wellness concerns. Market researches show that % 11 of consumers started to imbibe fewer energy drinks than twelvemonth before due to wellness and safety concerns. Even Crescent is set up healthier than other drinks. this would be a large challenge because altering sentiments of consumers is non easy at all. When it comes to puting the merchandise as a athleticss drinks pros are similar.
Harmonizing to client studies. consumers started to imbibe athleticss drinks as “any clip beverages” non merely associated with exercising. Surprisingly this thought is coming from % 42 of athleticss drink drinkers. This makes a good potency for athleticss drinks class. Increasing demand for athleticss drinks in USA would decidedly consequence the merchandise good. Related to that in 2012 market of athleticss drinks is $ 6. 3 billion in United States and expected to make $ 9. 58 billion by 2017. Market addition may decidedly consequence in a good manner. As cons similar to energy drinks subdivisions competition is the biggest obstruction in athleticss drinks class. Market researches show that % 94 of athleticss drinks market is already shared by two companies. furthermore remainder is shared by 20 companies.
This decidedly is the biggest challenge for the company. Another disputing subject for athleticss drinks is the late turning fright of childhood fleshiness may already be a consequence of these drinks harmonizing to government-mandated guidelines. As a consequence of this. peddling machines are removed from schools in the beginning of 2014. This concern over athleticss drinks would be an of import subject. Puting the merchandise itself as a healthy organic drink is different than the above classs because it is a new class for most of us. However Crescent may turn it about due to holding a cognition on healthy organic drink already. This is of import for many consumers since Crescent has an organic merchandise enfranchisement which shows that merchandises do non dwell of chemicals.
As a consequence of late turning organic tendency. it is believed that many consumers can be satisfied with Crescent. However. organic production can be hard for most companies due to non holding so many organic manufacturers for natural stuffs. Sometimes happening good. requested organic natural stuffs be hard. And besides organic production term has arisen in the last decennary. so market researches and client studies may non be to the full trusted. Companies may do errors while depending on analyses of twosome of old ages information. 5. Position Crescent Pure in the two perceptual functions given in Exhibit 1 and 2. Besides place the trade names ‘RedBull’ . ‘Monster’ . ‘Nalu’ . ‘Gatorade’ and ‘Aquarius’ and the maps. Exhibit 1. Hydration vs. Energy
The instance demonstrates Crescent as “a drink that would review. stimulate. and heighten mental focal point. ” Given this information. Crescent is most likely to be placed near the energy drinks on Exhibit 1. where energy is high. Given another fact ; Crescent’s herbal stimulations presenting 80mg of caffeine per can. which is half the sum of energy Fright and Razor delivers. it is possible to place Crescent in Energy-High class. but half the magnitude of Fright and Razor. As there is close to no information sing hydration constituent of Crescent. it is logical to put it as a low hydration drink next to other energy drinks. Crescent’s place on Exhibit 1 can be seen as the ruddy point.
Exhibit 2. Nutrition V. TasteThe instance indicates that Crescent’s sugar quotient is 70 % less than taking energy and athleticss drinks. on norm. Taken from this. it can be positioned at a lower place than “All Energy Drinks” sing “Taste” standards. It is besides mentioned that Crescent is less sweet than fruit juice. Cola or other energy and athleticss drink. which decreases gustatory sensations. non needfully impacting nutrition. 80 Calories per can set Crescent about 40 % lower energy supplier than a regular energy drink ( i. vitamin E Redbull = 110 Calories per functioning ) . As mentioned above. take downing Calories. avoiding unreal stimulations. utilizing organic ingredients and traveling healthier would somewhat diminish “nutrition” . Crescent’s place on Exhibit 2 can be seen as the ruddy point.
Other Trade namesTrade nameExhibit 1Exhibit 2RedbullWith 110 kcal per functioning. it can be placed near to Fright and Razor as an Energy Drink. ( Energy –high. Hydration – Low ) Sum of 28 gms of saccharides ( dwelling 27 g sugar and 1 g protein ) . Redbull can be placed somewhat above Fright. ( Taste – High. Nutrition – Low ) Monster
With 100 kcal per functioning. it can be placed near to Fright and Razor as an Energy Drink. ( Energy –high. Hydration – Low ) Sum of 27 gms of saccharides. Monster can be placed somewhat above Fright. ( Taste – High. Nutrition – Low ) Nalu
Having 19. 8 Calories per functioning. Nalu is a low energy drink. Bing an energy drink of Coca Cola Company. its hydration degree is besides low. ( Energy –low. Hydration – Low ) With 12 gms of sugar per functioning. Nalu would hold low gustatory sensation and nutrition. ( Taste – Low. Nutrition – Low ) Gatorade
Gatorade is a athleticss drink with 360 Calories per helping and considered as a high hydrator. a replacement for H2O. ( Energy – High. Hydration – High ) With entire fat of 8 g. entire saccharide of 54 g. Gatorade is has both high gustatory sensation and nutrition. ( Taste – High. Nutrition – High ) Aquarius
Aquarius has 19 Calories per helping of 100mL. which makes it a really low energy athleticss drink. The hydration constituent is promoted as high. ( Energy – Low. Hydration – High ) Aquarius has 0 g of fat. 5 g of saccharides. which gives it a low gustatory sensation and nutrition value. Can be positioned in underside left terminal of the chart. ( Taste – Low. Nutrition – Low ) Other trade names ( Exhibit 1 & A ; 2 )
DecisionWe can reason out of this analysis. it seems more interesting to place Crescent into the market of organic energy drinks. Although their trade name image and their merchandise is more similar to the perceptual experience that people have from athletics drinks and energy drinks. most of the rivals of athletics drinks in the market already concentrate to carry through these specific demands while in the energy drink market there is more of a demand for a healthy discrepancy. which leaves a possible for Crescent to distinguish them from the rivals. Furthermore. crescent would be cheaper than the mean energy drink. which means that they can vie on monetary value. This is of import due to the fact that a batch of energy drinkers have an mean income below $ 25. 000 per twelvemonth. When we think about positioning Crescent in the market we will concentrate on indicating out that the drink is hiking up your energy degrees while in the same clip being bracing and healthy. PDB’s trade name image will back up this. which means that it would be good to establish it under their trade name name. It will be a wise pick to place Crescent into organic energy drink section.
Allcans. ( 2009 ) . NALU-Energy drink-250-mL-Benelux. Retrieved from hypertext transfer protocol: //www. canmuseum. com/Detail. aspx? CanID=26281 Eileron. Aquarius Sports Drink. Retrieved from hypertext transfer protocol: //tracker. dailyburn. com/nutrition/coca_cola_aquarius_sports_drink_calories Populating for Today. ( 2013 ) Product Review: XS Energy Drinks. Retrieved from hypertext transfer protocol: //www. esteslivingfortoday. com/product-review-xs-energy-drinks/ Quelch. John and Zalosh. Alisa ( 2014 ) Crescent Pure. Harvard Business School ( Case 9-915-539 ) Quite Healthy Technologies. ( 2011 ) . Gatorade Nutrition Shake. Strawberry. Retrieved from hypertext transfer protocol: //www. quitehealthy. com/nutrition-facts/gatorade/L380771. hypertext markup language Red Bull GmbH. Q & A ; A. Retrieved from hypertext transfer protocol: //energydrink. redbull. com/calories-and-nutrition-facts