Purple - Notes
Green - PDB
Red - Competitors
Orange - Decisions
Sarah Ryan - Vice President of Marketing, Portland Drake Beverages (PDB). PDB - Manufacturer of organic juices and sparkling waters.
Positioning: After segmenting and targeting. Where in customers’ minds the product occupies relative to competing products.
Crescent: Non-alcoholic functional beverage, impending launch in three U.S. markets. Acquired in July 2013. Energy-enhancing, hydrating, all-organic ingredients.
Energy drinks vs. Sports drink(hydrating)
PDB’s competitors: Planned to launch all-natural versions of own sports/energy drinks in second half of 2015.
PDB: Due to production capacity constraints, national launch only in early 2015. Soft …show more content…
2 firms holding 73, 21%
Rising demand for healthier choice
Energy drinks slumping due to health concerns.
Childhood obesity. Removal from vending machine.
Projected 13.5b in 2018
Projected 9.58b by 2017
Energy Drinks (%)
Sports Drinks (%)
Suitable for Teens
None of these
Inventory depleted quickly, raised price by 25%, still sold out before replenished.
Most popular between customers 18-30yrs.
Higher percentage of women purchased than expected.
Younger men often buy 6 or more at a time.
Three segments; (1) Women 25-33yrs (2) Men 18-24yrs (3) Men 25-35yrs, consisting of 8 participants who had never heard of, or tasted, Crescent.
Taste: Appeals to most. Nobody disliked it.
Energy content: Half were initially concerned. Once learning more, only 25% concerned. Older consumers were happy with healthy alternative. Younger said had less than they hoped.
Customer profile: Exactly what they wanted; healthy, good taste, slight pick-me-up. Focus on health and wellness. Transcended demographics.
Price: Expected price to be above $3.00 due to USP. Questioned quality at low price.
Positioning: (Anchit, Rin)
Decide how to position (sports drink with additional health benefits)
1. Why going into sports market is