Crescent Pure Questions

• What factors should influence the positioning of Crescent Pure?

• What are the pros and cons of positioning Crescent as an energy drink vs. a
sports drink vs. a healthy organic drink?

• What would the positioning statement of Crescent be for each of the above
positionings? Try to plot the position of Crescent on the 2 perceptual maps
given in the case as an aid to arriving at this. Be sure to use the standard
positioning statement format that you have learnt in you earlier marketing
courses.

• What positioning and pricing does the market research and tests done
support?

• Do a breakeven analysis for understand what type of positioning will

support a financially viable model for Crescent.