Decision Sheet

Problem Statement:
Sarah Ryan, Vice President of marketing for Portland Drake Beverages (PDB) has to
decide the positional strategy for launching the non-alcoholic functional beverage. Sarah
Rayan has to decide between three options. First, Position the drink as an energy drink,
second position it as an organic refreshment drink and third as a sports drink.

Decision taken:
Sarah Ryan should position Crescent as organic refreshment drink

Why the decision was taken:

● They can charge a premium price over conventional beverages of the same
variety.

● The products of Crescent are “certified organic” which will help the company to
grow in the market as the consumers are demanding more of organic food and
beverage.

● There is no established competitor in the market which delivers organic

beverage which will help us gaining a competitive advantage and also the first
movers advantage.

● Some of the distributors focus only on the organic products which will be very
beneficial for us as there are not much of organic products in the market so the
distributor will choose our product and therefore increase our sales.

● If we position the drink as sports drink at 2.75$, which is relatively expensive to

the similar sports drink which is available in the market. So people might not
purchase it.

● The cost of campaign which is to be made for organic refreshment would cost
the company more than what is allocated and also it will also take more time to
develop but it seems to be the most viable option as the market for organic
product is rising and also the market is highly untapped.