Principles of Marketing for Crescent Energy Drink by PDB

Running head: PRINCIPLES OF MARKETING
Principles of marketing
Name of student
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Author note

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PRINCIPLES OF MARKETING
Executive summary
The report was prepared to focus on the principles of marketing considering the
positioning of Crescent by PDB as a energy or sports drink. There were several issues
responsible for affecting the business profit and sales and thus proper marketing activities were
needed to be enabled for creating a sustainable position. The situational audit provided relevant
information about the macro and micro environmental factors affecting business with the use of
PESTLE analysis and by differentiators of the product included great taste, natural and organic
ingredients used, etc. The product has been aimed at the health conscious customers and it was
essential for managing proper cost and marketing techniques to create brand awareness among
people and enhance the sales revenue and profit level. From the positioning and marketing
implementation, it could be finalized that Crescent should be more favorable, if considered as
energy drinks, because of the growth of energy drinks market and people becoming more
conscious about their health nowadays.

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PRINCIPLES OF MARKETING
Table of Contents
Principles of marketing................................................................................................................................1
Executive summary.....................................................................................................................................3
PESTLE analysis.....................................................................................................................................5
Competitive framework...........................................................................................................................7
Generic strategies....................................................................................................................................7
Segmentation, target market, positioning, USP and CRM.......................................................................8
SWOT analysis............................................................................................................................................9
Objectives and issues.................................................................................................................................10
Tactics.......................................................................................................................................................10
Marketing mix strategy..........................................................................................................................10
Marketing implementation........................................................................................................................11
Budget.......................................................................................................................................................12
Controls KPI’s metrics..............................................................................................................................12
References.................................................................................................................................................13

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PRINCIPLES OF MARKETING
Situational audit
The marketing activities are focused on positioning the Portland Beverage’s Crescent as
an energy or sports drink. Being a non-alcoholic beverage item, the product is targeted at the
health conscious clients for making them feel energized and refreshed. The vision of PDB is to
work with Crescent by acquiring it while the mission is to deliver exceptional customers’
services (Armstrong et al. 2014). The differentiator includes the product’s refreshing taste and
energizing ingredients present in it along with containing low caffeine and mainly consists of
organic juices.
Crescent is considered more of an energy drink rather than a sports drink, because the
market size for the energy drinks has been growing constantly by 40 percent, which creates
enough scopes for reaching new heights of success in terms of profit and competitive advantage.
Most of the consumers who prefer the energy drinks are between the ages of 18 to 34 years
(portlandbeverage.com 2018).
PESTLE analysis
Macro
Political- Pressure on taurine and caffeine rates along with increased health concerns have made
PDB to offer something unique and new that holds healthy features such as natural fruit juices
and other ingredients required to revitalize individuals and feel refreshed. Government’s
implications related to consumption of energy drinks on health has been considered and this will
allow for introducing Crescent as a n alternative to energy drink with better and healthy
components present in it (Posner, Williams and Posner 2015).