ANALYSIS Market Size

ENERGY

SPORT

The market had grown by

40% between 2010 to 2012

The market increased only

9% between 2007 to 2012

Estimated to be $13.5
billion by 2018.

Estimated to grow to
$9.58 billion by 2017

Thus, Energy is expected to grow bigger in value compare to

Sport drinks.

ANALYSIS Competition

ENERGY

SPORT

Competito
r

Market
Share

Competito
r

Market
Share

Fright

34%

Gleam

73%

Razor

27%

Drip

21%

Torque

16%

Stellar

8%

Thus, Energy has more competitors and larger market compare to

Sport drinks market share and competitors.

ANALYSIS Opportunity

ENERGY
Sales of energy drinks with
lower levels of caffeine and
purer ingredients were rising
due to consumer demand for
healthier food and beverage
choices

SPORT

ANALYSIS Threats

ENERGY
Sales of energy drinks with
lower levels of caffeine and
purer ingredients were rising
due to consumer demand for
healthier food and beverage
choices

SPORT

Positioned
Crescent as

ENERGY DRINK

PROS;

CONS;

- 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

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)

- The market had grown by

40% between 2010 to 2012
- Consumers viewed energy
as Crescents most
characteristic

Positioned
Crescent as

SPORT DRINK

PROS;

CONS;

- 42% of drinkers in this

market did not associate this
beverage only with exercise,
but they considered a sport
drink as an anytime
beverage

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

- 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

If we choose to positioned Crescent as

a Sports drink, the positioning and
advertising will have to build the case
for its premium price