Case Analysis Of Crescent Pure
Milton Berle once said, "If opportunity doesn't knock, build a door," which is a prominent quote that highlights the motivational perspective startup companies should adopt to be successful both financially and functionally. Crescent Pure's founder, Peter Hooper, had motive in mind and that was to create a product alternative to energy drink and performance-enhancing drinks. The innovation of an organic, all-natural beverage that has herbal stimulants and electrolytes led to the creation this company, essentially the door he built. As with any startup, Crescent has to determine who the target market is and the perspective to establish in order to engage these consumers. The two positioning strategies that are under consideration are the energy …show more content…
The low sugar content and use of organic products is regarded as a significant factor for health-conscious consumers. This is evident in the fact that there has been a growth of 33% in the demand for diet and lower sugar sports drinks. Contrary to this demand, however, is the ever-growing issue of obesity in society, especially in young adults and children. With clean eating lifestyles and discontinuation of these drinks in schools, the majority of this sector seems to be deteriorating. Crescent has the ability to have a unique entry into the marketplace, however in this positioning strategy, large cost associations with the product could lead to bias towards other brands or …show more content…
Although it would have been a risky financial endeavor, it would have led to a wider, accepted market presence that would have aided in binding the gap between Crescent Pure and other competitor's products. Expansion nationwide would have increased the demand for additional distributors, which would result in the ability to tailor to market specific needs due to the fact that many retailers are depleting inventory quickly. Crescent's product offers unique variability in ingredients and purpose, of those being all-natural organic ingredients and offering the caffeine equivalence of coffee in an 8-ounce can. Based on the components as well as the benefits this beverage has, I would suggest implementing an advertising campaign. Although it could be a large expense, Crescent needs to create awareness that their product is superior to the competition and that the higher average price is worth it in order to ensure high
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