Case | HBS Case Collection | September 2014

Crescent Pure

by John A. Quelch and Alisa Zalosh


Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned as an energy drink, a sports drink, or should it adopt broader positioning as an "organic health and wellness" beverage? Students studying this case explore customer segmentation, product differentiation analysis, and the evaluation of perceptual maps as a market research technique.


Quelch, John A., and Alisa Zalosh. "Crescent Pure." Harvard Business School Brief Case 915-539, September 2014.