Crescent Pure

Portland Drake Beverages

A manufacturer of
organic juices and sparkling
(PDB)
waters
MICHAEL
BOOTH
CEO of PDB

Sarah Ryan
Vice President
of Marketing
Assigned to
evaluate the
positioning
opportunities
for Crescent

Matt Levor
Director of Market
Research
Tasked by Ryan
to conduct the
market
research

Benchmark earning goal as advertising cost in

2014 : $750.000

Crescent
Founded by Peter Hooper in 2008.
He succeed to marketed the product,
with 200 retail outlets and the
company was selling 1000 cases per
month.
Demand grew in the Portland area for
Crecent

Gambar botol, isi liat slide 9

atid

Crescent acquition by PDB

Beverage
Booth realised it is important to expand
PDBs trusted and popular suite of organic
product.
In order to expand, Booth decided to
acquire Crescent. Setelah melakukan
akuisisi dia berharap dapat leverage its
manufacuring facility, organisc supplier,
and distributor relationship to expand
Crescent presence in states geographically.