Crescent Case Essay

959 Words4 Pages
A. Segmentation and Targeting
When Looking at what market should be targeted the thing that stuck out most was there is not a healthy alternative for energy drinks. Most of these drinks are full of high fructose corn syrup and loaded with extreme amounts of caffeine. Crescent give the consumers a healthy alternative to this option. The trend these days is towards more organic and healthier choices. Crescent is just that. It gives the option for a healthy version of an energy drink which is much needed. The Energy Drink market is growing at a much faster rate than the sport drink market as well as the fitting into a much better price point for marketing. With the market for these energy drink being on average $2.99 the price of $2.75 for
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When marketed as an energy drink there is the Pros of being a drastically growing market which has grown by 40% already and is projected to hit 13.5 billion by 2018 as well as no single product being marketed as a healthy alternative energy drink. Another pro is that the cost of the product is less than the market average. The con of an energy drink market would be that current news stories are highlighting the health risks of Energy drinks and the diminishing number of consumers who are now drinking them. The sports drink market have a much larger population of consumers ranging from younger ages of 12-24. Also with the average sports drink being much cheaper people may not be willing to pay the $2.75 for a sports drink. With Crescent being an all organic product being an alternative to high fructose corn drinks would increase their market audience. The threats would be the increase in childhood obesity who make up a large portion of the sport drink market the option of just proving water to children is easier and more economically sound for parents rather than continually paying for sports drinks. Lastly as an Organic Drink they are able to market it as a healthy sports/energy drink for the body continuous adult who wants to stay away from non-organic products. This also works as a con where if they market solely to this small group of people they may be losing a lot of consumers who may be avoiding the new fad of vegan, healthy
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