Marketing research Crescent Pure Case Study 3

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Marketing Research Crescent Pure Case study


Isn’t product positioning a key issue of concern as far as marketing a new product is concerned? Its importance in marketing plan can never be underestimated since it lays a foundation for a product’s success. It is a key process in determining how a company or n entity can be paramount in communication to potential clients with much emphasis on their priority needs, any potential existing competitors and the available communication channels with regard to the new product (Iwaloye & Shi 2016 P.99). This paper therefore seeks to analyze a Case study of Crescent pure drink with emphasis on evaluating the Marketing Research conducted, the approaches and a final recommendation with a supportive clauses.

Crescent Pure is a non-alcoholic beverage which is considered to be healthy, organic and contains high energy levels. It was first founded by Peter Hooper a resident in Crescent of Oregon. His passion to launch the company was driven by the fact that he had not come across any healthy and energy enhancing drink in his region in the between the twentieth and early years of twenty first century (Zalosh & Quelch 2014 P.2-3). Who was he not to utilize the opportunity and close the market gap? In two thousand and eight he launched the new organic and healthy product. His hobby had grown to an influential product which enhanced the mental functioning of most individuals especially at work. Among these were Portland Drake Beverages’ CEO’s sons. After he realized the quality of the drink he decided to purchase it as it would otherwise contribute positively to the otherwise growing trend in quality product provision in his company.

The key issue of concerned after the product was purchase was the positioning of the product in the market which stemmed up after a few employees differed in preference. Some considered it as best situated as an energy drink while others as a sport drink. The vice president of the company was thus tasked with developing the best strategy. She however came up with a third category under which she thought would be an option too. The employee engagement witnessed in the company was a key factor which showed that the product stands a good chance to succeed if the best strategy was adopted.

The vice president put much emphasis on Marketing Mix framework. This is based on product nature, the pricing, promotion and place. The product was excellent in as far as its ingredients were concerned and thus would highly be considered by most customers. This placed it at a higher level of purchase due to tis quality (Cova & Dalli 2009). However, a research on potential clients and their preferences had to be conducted. The research reviewed that most consumers were men aged eighteen to twenty four years old. Although most young purchased the drink, women also were not left out especially those with children. It was also found that the energy drink market arena had more competitors compared to the sport drink one (Zalosh & Quelch 2014 P.7). The consumers had varied adjectives to describe the drink for example as functional which had a rating of forty seven percent, refreshing, healthy and hydrating. The Focus group discussions conducted reviewed that consumers were more attracted to the drink due to its health benefits influenced by the drink. Therefore, the potential clients had much affiliation for healthy drinks especially those with organic element. This was a key factor in viewing the third positioning option discovered by Ryan viable.

The main approaches used in the research were mainly third party due to the limited time. These were mainly secondary data sources of completed researches by private companies, coverage by media and academic researches. This was however backed up by a consumer survey conducted online which was incentive powered. Retailer feedback was also conducted which revealed that crescent was the best seller of all products in its market category in the previous sector. Focus group discussions had a different feedback which showed that none of the participants had heard or tasted the drink.

The writer has an insight that although the conducted research was not adequate to position the drink as either sport or energy drink, the third option which emerged later would thrive well. This is because most consumers of the drink who were mainly men of the millennial category preferred organic healthy drinks. Crescent having all those components would thus thrive positioned as mainly an organic beverage. This would present a higher opportunity for the product to sell and impact positively on the growth of Portland Drake Beverage Company through realization of high profits. Since the research reviewed that most consumers wondered whether the low pricing of the product was directly proportional to its quality, then raising the price with value addition would cause no harm. However, the leverage for the beverage’s success would however be determined by how soon the company launched the product before its potential competitors.


Cova, B. and Dalli, D., 2009. Working Consumers: The Next Step in Marketing Theory?. University Library of Munich, Germany.

Iwaloye, O.O. and Shi, G.J., 2016. Market Receptiveness and Product Positioning Model of Chinese Firms in Emerging Markets. In Handbook of Research on Consumerism and Buying Behavior in Developing Nations (pp. 99-119). IGI Global.

Zalosh, A. and Quelch, J. (2014). Crescent pure. Brief cases, 9, pp.1-12.