What are the pros and cons of positioning Crescent as an energy drink? The Crescent Pure Case.
Purpose: The purpose of this assignment is to provide you with an opportunity to use marketing research to make informed business decision. The chosen cases illustrates the importance of marketing research in effective decision making. To answer discussion questions, you will have to engage in critical thinking to suggest marketing recommendation supported by marketing intelligence.
Please find the case in file “The-Crescent-Pure-Case.pdf”
Task: Your task in this assignment is to answer the specific questions after reading the case closely. Your answers for the discussion questions should include
Crescent Pure Case (Please find the case in file “The-Crescent-Pure-Case.pdf”)
Q1. How is the market segmented? At what segment should Crescent be targeted?
Q2. What are the pros and cons of positioning Crescent as an energy drink?
Q3. What are the pros and cons of positioning Crescent as a sports drink?
Q4. What are the pros and cons of positioning Crescent as a healthy organic beverage?
Q5. Out of three positions (an energy drink, a sport drink, and a healthy organic beverage), which one do you think the company should choose?
Ad-Lider Embalagens, SA Case
Q1. Does Ad-lider have a marketing orientation? Justify your reasoning with solid evidence.
Q2. Evaluate the methodology of focus group and purchase intercept interviews.
Q3. What can be learned from the research findings with respect to marketing the Climp Fecha Facil? (You should identify at least three important findings to better understand consumer behaviors in the market of garbage bags)
Q4. Does the research support the launch of the Climp Fecha Facil bags? Why or why not?