Principles of Marketing Assignment

Crescent Pure Positioning

Submitted by
Abhisek Nayak
15PGPIM35

Crescent Pure
Crescent Pure should be positioned as a combination of organic and energy drinks in the third
Segment. The major differentiating factor would be the healthiness of the drink. In addition this
drink would also have high refreshing content, moderate hydration & moderate energy. This organic
drink will attract health conscious youngsters and will also prove to be an alternative for high
calorie energy drinks
I.

The analysis on POP and POD below is based on the data given in the case in the form of
1. Perceptual Map measuring consumer perception
2. Percentage of respondents who described the drinks.

Percentage of respondents who described the drinks

49

47
38

3435
29
Energy 22
Drinks
16

22

12

11
6

29

28

9 8 9

Points of Parity of Crescent Pure with Sports Drink:

1.
2.
3.
4.

Hydration
Refreshing
Taste
Nutrition

Points of Parity of Crescent Pure with Energy Drink:

1.
2.
3.
4.

Energizing
Taste
Mental focus
Combat fatigue

22

Sports Drinks

Crescent Pure
19
8

11

11
4

Points of Differentiation in comparison to both Sports and Energy Drink:

1.
2.
3.
4.
5.
II.

Crescent pure has natural and organic ingredients which are a major point of difference.
Lower price as compared to energy drink i.e. $2.75 < $2.99
Free from artificial Sweetener
Healthier alternative.
Moderate caffeine content compared to available energy drinks and none in sports drinks

So Why Crescent Pure?

Stated in the market research for energy drinks, the sales of energy drinks with lower levels of
caffeine and purer ingredients were rising due to consumer demand for healthier food and
beverage choices.

III.

Customer profile of target segment

1. Demographic
a. Young population (18-34 years)
b. Both males and females
2. Psychographic
a. Health conscious customers
b. Customers focusing on wellness
c. Beverages with Natural Ingredients conscious customers

IV.

Positioning Statement
The positioning is to be done in Third segment in Organic Beverage with Moderate Energy
content.
The positioning statement should be as follows:
For health conscious a consumer, Crescent Pure, is a healthy organic drink that provides energy,
refreshes one instantly and enhances ones mental focus. Unlike traditional energy drinks,
Crescent Pure has all certified organic content, low sugar and tastes better