Based on the recommendations, The health-conscious consumers in the market who regularly consumed energy or sports beverages were prospects for Crescent. Also there was notice a second set of consumer prospect base , those who were health-conscious consumers who consistently purchased organic and all-natural products. This segment avoided traditional energy and sports drinks due to their ingredients and perhaps because of psychographic positioning that did not resonate with their ideal and beliefs.Crescent can position itself as an organic refreshment and capitalize on the growth of the organicfood and beverage industry. In 2013, the launch of “organic beverages” category included carbonated softdrinks, coffee, tea, fruit juice, energy drinks, milk, and soy beverages. Organic beverages claimed aprice premium over conventional beverages of the same variety. PDB can exploit Crescent’s broad appeal with positioning that focused on health, wellness, and natural ingredients. This appeal suggested that various segments valued different attributes:refreshing taste, mild energy boost, hydration, and organic ingredients. Therefore by limiting its positioning tojust one or two of these attributes, PDB might risk excluding additional, lucrative customer segments, which in every scenario must be avoided.HOW? – ACTION PLAN / IMPLEMENTATION USING THE MARKETING MIXHOW will you implement your chosen positioning? Specifically, how would you craft your Marketing Mix to deliver on your brand promise? Your Marketing Mix (4 P’s) MUST align with and support your positioning. You must list the drawbacks that arise from your implementation.

Marketing is the primary activity which helps in exchanging the produced goods and services with the…

Answered: HOW? – ACTION PLAN / IMPLEMENTATION…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Based on the recommendations,

The health-conscious consumers in the market who regularly consumed energy or sports beverages were prospects for Crescent. Also there was notice a second set of consumer prospect base , those who were health-conscious consumers who consistently purchased organic and all-natural products. This segment avoided traditional energy and sports drinks due to their ingredients and perhaps because of psychographic positioning that did not resonate with their ideal and beliefs.
Crescent can position itself as an organic refreshment and capitalize on the growth of the organic
food and beverage industry. In 2013, the launch of “organic beverages” category included carbonated soft
drinks, coffee, tea, fruit juice, energy drinks, milk, and soy beverages. Organic beverages claimed a
price premium over conventional beverages of the same variety. PDB can exploit Crescent’s broad appeal with positioning that focused on health, wellness, and natural ingredients. This appeal suggested that various segments valued different attributes:
refreshing taste, mild energy boost, hydration, and organic ingredients. Therefore by limiting its positioning to
just one or two of these attributes, PDB might risk excluding additional, lucrative customer segments, which in every scenario must be avoided.

HOW? – ACTION PLAN / IMPLEMENTATION USING THE MARKETING MIX

HOW will you implement your chosen positioning? Specifically, how would you craft your Marketing Mix to deliver on your brand promise? Your Marketing Mix (4 P’s) MUST align with and support your positioning. You must list the drawbacks that arise from your implementation.

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