Retailer Feedback

Inventory depleted quickly

Increased price 25%
Sold out before inventory is replenished
Most popular to consumer 18-30
Higher percentage of women
Younger men purchased more than 6 cans
at a time

Focus Group Discussion - Feedback

Women 25-33 years

Men 18-24 years
Men 25-35 years

Result of FGD for Crescent :

Taste

Energy Content

Customer Profile

Price

Appeals to most
consumers

Half of the participant

concern in energy
content

They wanted a beverage

with healthy ingredients,
good taste, and a slight
pick-me-up, and
Crescent has it all.

Crescent has a
competitive price,
because the market price
for organic and energy
ingredients are more
than $3.00

No unfavorable reactions
Older participant ;
healthy alternative to
high-calorie, sugary
energy drinks
Younger participant ;
Crescent had less energy
than they hoped

They happily surprised &

questioned to price of
quality organic
ingredients for only $2.75

Alternative Secondary of Positioning

Organic Beverages
Secondary market of potential :
Health concious
Consistently Ppurchases Organic & Natural Products
Avoid Traditional Energy and Sport Drink

Organic Beverages have Premium Price

ANALYSIS

Positioned
Crescent as

ENERGY DRINK

PROS;
-

Crescent will become a unique

product, as in the energy drink
market, Crescent contains much less
sugar than the other competitor and
the caffeine is delivered from
natural herbal stimulants
The market had grown by 40%
between 2010 to 2012

CONS;
-

Due to the negative media attention about

health risks, regular consumption of
energy drink has fallen

Theres only 32% consumers who drank an

energy drink in last 6 month

Some people questioned about the quality

of the organic product for only $2.75

The competition in this market is tough

because there are many competitor in the
market (High levels of competition)

Younger consumers think that Crescent has

less energy than they hoped

Consumers viewed energy as

Crescents most characteristic
Fit with Crescents consumer (age 1834)

Positioned
Crescent as

SPORT DRINK

PROS;
-

42% of drinkers in this market did not

associate this beverage only with
exercise, but they considered a sport
drink as an anytime beverage
It is stated that regular users
consume sports drink more often
than energy drink
The hydrating elements paired with
the mental focus and energy boost
features make it very attractive in
this market
Attract a wider consumer base

CONS;
-

Two big main competitors (Two

companies control 94% of market
share)

The market is $2.2 billion less than

the energy drink market

By the size of 8 oz, crescents price is

much higher than the other
competitor, that is $2.75

Crescent not viewed as a sports drink

because it enhances mental focus
and boosts energy

Positioned Crescent as :
Atributtes

Weight

Energy Drink
Rating

Score

Sport Drink
Rating

Score

Market Size

18

Price

Consumer Perception Between Energy and Sport drink

Competition

14

Opportunity

16

Side effect issues

10

Consumer Perception - Crescent

Confirmity with Crescent's consumer

(18-34)

Consumption Intensity

12

80

55

TOTAL

Breakeven on 2014
Advertising
Advertising
Budget

$ 750.000

Retailer Price

$ 2,75 per can

Variable Cost

$ 1,02 per can

Wholesale Price

$ 1,24 per can

Profit

$ 0,22 per can, or

$ 5,28 per case

Breakeven
Quantity

142.045 Units

$1,24 $1,02
(29,76 / 1,24) * 0,22

Factory Capacity
12.000 per
month
or
144.000
annually