Crescent Case
A. Segmentation and Targeting
When Looking at what market should be targeted the thing that stuck out most was there is not a healthy alternative for energy drinks. Most of these drinks are full of high fructose corn syrup and loaded with extreme amounts of caffeine. Crescent give the consumers a healthy alternative to this option. The trend these days is towards more organic and healthier choices. Crescent is just that. It gives the option for a healthy version of an energy drink which is much needed. The Energy Drink market is growing at a much faster rate than the sport drink market as well as the fitting into a much better price point for marketing. With the market for these energy drink being on average $2.99 the price of $2.75 for crescent is below the market average as well as being a slight bit different by marketing a healthy alternative option to most other sport drinks on the market now.
B. Positioning
When Looking over the two perceptual Maps the thing noticed is that most of these products hit extremes of each category. For example a sport drink is high on the hydration level but low on the energy. As for the energy drink the case is the exact opposite. When looking at nutrition and taste the nutrition and taste are higher on sports drinks and energy drinks are low on nutrition but the 50/50 on the taste. When looking at crescents studies it would seem that they would be the best case for the average consumer as they would be better than average in all of these categories. The nutrition would be higher than the sports drinks and close to what swish and drip are pertaining to nutritional value and the taste would also fall higher similar to Drip or Razor. When looking at the Hydration and Energy Crescent would also be above average for both. With the equivalent of a cup of coffee’s worth of caffeine Crescent would fall similar to where torque and Drip are for energy levels. As for looking at hydration; Crescent would be up closer to the sports
When Looking at what market should be targeted the thing that stuck out most was there is not a healthy alternative for energy drinks. Most of these drinks are full of high fructose corn syrup and loaded with extreme amounts of caffeine. Crescent give the consumers a healthy alternative to this option. The trend these days is towards more organic and healthier choices. Crescent is just that. It gives the option for a healthy version of an energy drink which is much needed. The Energy Drink market is growing at a much faster rate than the sport drink market as well as the fitting into a much better price point for marketing. With the market for these energy drink being on average $2.99 the price of $2.75 for crescent is below the market average as well as being a slight bit different by marketing a healthy alternative option to most other sport drinks on the market now.
B. Positioning
When Looking over the two perceptual Maps the thing noticed is that most of these products hit extremes of each category. For example a sport drink is high on the hydration level but low on the energy. As for the energy drink the case is the exact opposite. When looking at nutrition and taste the nutrition and taste are higher on sports drinks and energy drinks are low on nutrition but the 50/50 on the taste. When looking at crescents studies it would seem that they would be the best case for the average consumer as they would be better than average in all of these categories. The nutrition would be higher than the sports drinks and close to what swish and drip are pertaining to nutritional value and the taste would also fall higher similar to Drip or Razor. When looking at the Hydration and Energy Crescent would also be above average for both. With the equivalent of a cup of coffee’s worth of caffeine Crescent would fall similar to where torque and Drip are for energy levels. As for looking at hydration; Crescent would be up closer to the sports