Product details

Basket icon

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Crescent Pure Reference no. 9-915-539 Subject category: Marketing Authors: John A Quelch (Harvard Business School); Alisa Zalosh (Harvard Business School) Published by: Harvard Business Publishing Originally published in: 2014 Version: 10 September 2014 Length: 12 pages Data source: Published sources Topics: Advertising campaigns; Customer analysis; Market research; Product positioning Share a link: https://casecent.re/p/123407 Write a review | No reviews for this item Login to add to your basket

Abstract

Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned as an energy drink, a sports drink, or should it adopt broader positioning as an 'organic health and wellness' beverage? Students studying this case explore customer segmentation, product differentiation analysis, and the evaluation of perceptual maps as a market research technique.

Industries:

Crescent Pure Teaching note Reference no. 5-915-540 Subject category: Marketing Authors: John A Quelch (Harvard Business School); Alisa Zalosh (Harvard Business School) Published by: Harvard Business Publishing Originally published in: 2014 Version: 30 June 2022 Revision date: 3-Aug-2022 Length: 12 pages Data source: Published sources

Crescent Pure Reference no. 9-915-S13

Spanish language

Subject category: Marketing Authors: John A Quelch (Harvard Business School); Alisa Zalosh (Harvard Business School) Published by: Harvard Business Publishing Originally published in: 2014 Version: 10 September 2014 Revision date: 13-May-2019 Length: 13 pages Data source: Published sources Topics: Advertising campaigns; Customer analysis; Market research; Product positioning

About

Abstract

Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned as an energy drink, a sports drink, or should it adopt broader positioning as an 'organic health and wellness' beverage? Students studying this case explore customer segmentation, product differentiation analysis, and the evaluation of perceptual maps as a market research technique.