Pure Crescent

Crescent Pure

Problem

The case study of Crescent Pure reveals that since its acquisition of PDB Beverages, the company suffers from the lack of clear positioning in the market. This makes it hard for Crescent Pure to determine how to communicate advantages of its products to the focused target market and encourage people to buy their product. Also since we have been given a small budget for decision implementation, there cannot be any mistakes. Effective redefining and segmenting must be performed as quickly as possible to avoid losses of profit. Thus, Crescent Pure has to solve its positioning problem to stay competitive and generate revenue.  

Analysis

In the Crescent Pure, case there are a number of complicating factors the drink is already sold in Oregon and has its audience. The initial goal of the company was to create an organic drink with herbs and electrolytes, which should be used for positioning to achieve maximum effectiveness. The majority of the state population stand with a healthy diet. The current target audience consists of people aged from 18 to 25, so they should try to cater to the needs of this specific group. The company is known for its functional, natural, and refreshing qualities, but each product show cases one of these qualities while neglecting the rest.

Potential solutions

The first possible solution is to position the company as a producer of an energy drink with the benefits explained below. The market of energy drinks has nearly doubled from in two years, the company can sell the product for less than the competitors while still making profit. Also, the major group of energy drinks customers consists of men – the same as the current target audience of Crescent Pure.  

The second alternative is to position Crescent Pure as a sports drink. There are the following advantages of this solution such as nowadays you do not have to engage into sport activities to drink sports drinks, these drinks are widely considered to be refreshing, which increases the target audience, people who exercise in a gym value sports drinks for their ability to give energy, and the competitive edge will be achieved due to the company’s organic certification.