Case Name :      Crescent Pure

Authors :           John A. Quelch, Alisa Zalosh

Source :             HBS Brief Cases

Case ID :            915539

Discipline :        Marketing

Case Length :    12 pages

Solution sample availability : YES

Plagiarism : NO (100% Original work)

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.