Crescent Pure Harvard Case Solution & Analysis

In order to determine the right product positioning and advertising campaign for the launching of Crescent Pure, a specialty organic drink the executives at Portland Drake Beverages have called a meeting.

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They have three alternatives for placement: should Crescent Pure be placed as an energy drink, a sports drink, or should it embrace more extensive placement as an "all-natural health and wellness" beverage? Students studying this case investigate the evaluation of perceptual maps as a market research technique, product differentiation analysis, and customer segmentation.

PUBLICATION DATE: September 10, 2014 PRODUCT #: 915539-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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