Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • September 2014
  • Case
  • HBS Case Collection

Crescent Pure

By: John A. Quelch and Alisa Zalosh
  • Format:Print
  • | Language:English
  • | Pages:12
ShareBar

Abstract

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.

Citation

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

About The Author

John A. Quelch

→More Publications

Related Work

    • September 2014
    • Faculty Research

    Crescent Pure (Brief Case)

    By: John A. Quelch and Alisa Zalosh
Related Work
  • Crescent Pure (Brief Case) By: John A. Quelch and Alisa Zalosh
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College