Strategic Marketing 3 March With Solution 2 3 4 5

1860 Words Mar 31st, 2015 8 Pages
Strategic Marketing | 2014 - 2015
Crescent Pure
Group assignment

Group 26
Caixia Zhang
Ibrahim Emsallak
Seppe Van Den Brande
Skoulas Marios
Terence van Dijk

Dr. Birgit WAUTERS

Table of content

1. Given that Crescent is PDB’s first entry in the US sport and/or energy beverage market, what must PDB do in regard to Crescent’s pending launch? 3
2. What factors should influence the positioning of Crescent? (textbook chapter 7-8-9) 9
2.1 Crescent pure as Sports Drink 9
3. How is the market segmented? At what segment should Crescent be targeted? Fout! Bladwijzer niet gedefinieerd.
4. What are the pros and cons of positioning Crescent as an energy
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3. How is the market segmented? At what segment should Crescent be targeted?
The non-alcohol functional beverage market is traditionally segmented as:
Energy drinks consumers, people who need energy to combat fatigue and promote mental focus.
The largest group of energy-drink consumers were men between age 18 and 34, with household income below 25,000 USD per year (medium).
Sports drink consumers, people who need refreshing, hydrating, replace water and electrolytes after training or competition.
Roughly half of men drank sports drinks, while only a third of women did. Sports drinks are preferred by younger consumers-62% of those between 18-24, and 77% of those ages 12 to 17.
Recently, people who concern their health and prefer organic food and beverage as the third segment is on growth.
According to the market research and strategic analysis, Crescent should target younger, health-conscious consumers who regularly consume energy or sports beverage. Besides people who concern health and constantly purchase organic and all-natural products could be also their potential consumers. The customers for Crescent transcend a specific age or demographic age.
The benefit for this STP strategy is that
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