Portland Drake Beverages (PDB) are going to launch a specialty organic beverage, Crescent Pure. The senior executives are figuring out the most lucrative strategies for its advertising campaign and product positioning for Crescent Pure. For the appropriate product positioning they have the three alternatives: whether to introduce the Crescent Pure as an energy drink, a sport drink, or they should position it as a beverage for “organic health and wellness”? The case asks students to evaluate the perception as a market research technique and probe the target market and product differentiation analysis.
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