Case Questions (Crescent Pure)
1. Given that Crescent is PDB’s first entry in the U.S. sports and/or energy beverage markets, what
must PDB do in regard to Crescent’s pending launch?
2. What factors should influence the positioning of Crescent?
3. How is the market segmented? At what segment should Crescent be targeted?
4. What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a
healthy organic beverage?