What Is Crescent Pure?

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Crescent Pure has the opportunity to position their beverage in one of two different markets: energy drink or sports drink. With extensive research, Crescent will need to look at the benefits and drawbacks of each option and decide which market to enter. The struggle with this is that Crescent’s drink has many qualities that can make it go either direction. This drink posses 80 milligrams of caffeine which is on the lower side of the energy drinks. The biggest issue with entering the sports drink market is that is more expensive than the other options. To be successful the correct market needs to be assigned to this drink to have appropriate advertising to the target markets and placement within stores to reach the appropriate consumers. Choosing the wrong market have strong, negative effects.

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Our defensive alternative states to step back and reconsider a completely different market as there are already four large competitors that control 85% of the market. Also it wouldn’t be beneficial to Crescent as they don’t have a complete understanding of the market due to the many different factors in each market. Not having accurate knowledge on the specifics in the markets could have major effects. Our offensive alternative suggests to enter the energy drink market. Healthier drink options are on the rise and Crescent only has 80 calories per serving. Crescent also has 80 milligrams of caffeine, the same as a cup of coffee, which give Crescent the “energy effect.” These factors will positively market Crescent in the market and will be appealing to such

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