SPORTS DRINKS

Strengths

 Crescent was willing to expand its low calorie sports drink segment through acquisitions,
strengthening distributor relationships etc since this was fast growing segment
 With all its ingredients being organically certified, Crescent was able to reach out not only to
the general population but also health conscious individuals
 Sports drinks of Crescent received a better response in various aspects as compated to the
energy drinks

Weakness

 The market share and competitors were lower in sports drink as compared to energy drinks
 Only 8% people described Crescent as suitable for teens and as per the consumer data
majority of the sports drink consumers were teens with age groups from 18 to 24 and 12 to
17

Opportunities

 The market for new diet and low organic sugar sport beverages was growing rapidly i.e. 33%
 Large market share for sports drink i.e. $6.3 billion

Threats

 There was a concern regarding child obesity with increased consumption of sports drink

ENERGY DRINKS

Strengths

 There was a strong perception in customers mind and viewed Energy as the most descriptive
characteristic of Crescent
 Crescent priced its energy drinks lower than its competitors
 Crescent’s energy drinks were well differentiated from the market due to its organic
certification and use of minimum caffeine

Weaknesses

 Energy drinks were perceived as less refreshing, healthy, affordable, hydrating as compared
to sport drinks
 Crescent needed to do a more in depth analysis of consumption pattern of energy drinks
market to understand the long term sustainability of this market