Submitted by: Submitted by gamenike
Views: 10
Words: 345
Pages: 2
Category: Business and Industry
Date Submitted: 08/26/2016 01:25 PM
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:
- 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...