Crescent Pure Case Study: Analysis of Marketing and Positioning at PDB

This case study delves into the marketing challenges faced by Portland Drake Beverages (PDB) with its Crescent Pure beverage, focusing on issues related to product positioning. It critiques the research methodologies employed, emphasizing the use of qualitative methods, primary data collection through surveys and questionnaires, and secondary data collection from existing sources. The analysis highlights the importance of marketing in creating product awareness and driving sales. Recommendations include leveraging interview methods for deeper insights, focusing on competitive pricing strategies, and targeting specific consumer segments to enhance brand awareness and product demand. Ultimately, the report underscores the significance of a well-defined marketing strategy for organizational success, with the provided solution contributed by a student and available with other study resources on Desklib.

Crescent Pure

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the company............................................................................................................3
Statement of the problem.............................................................................................................3
Critique over designing and method that are appropriate to address the research problem........4
Recommendation.........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing research is the process of collection of the relevant data and information
through different sources which can help the company to understand the marketing issues and
can resolve them appropriately. The report will illustrate the overview of the company mentioned
in the case study and discuss the problem which is relating to the positioning of the product in
the marketing area (Morgan and et.al., 2019). It also includes the research methodology which
will tell the different ways from which the data and information has been collected including the
recommendation as the conducted research is sufficient.
MAIN BODY
Overview of the company
The company Portland Drake Beverages is the organic juice and beverages making
company which has manufacture the beverage named Crescent Pure which was founded in 2008
by the Peter Hoober who already had the opportunity for a healthy energy drink.
Statement of the problem
In general, it has required to understand that marketing is the process which creates an
awareness among people about the particular product or service from which the company can be
able to grow and develop efficiently. In the given case study, it has been mentioned that the PDB
company has launched the beverage product named as Crescent Pure where the Vice president of
the company is facing the problem and issue in positioning of the product. To run any company,
it is important to understand the business functions which also include the marketing area which
the mentioned company PDB has to keep focus on the marketing level (Kotler, 2021). In the case
study, the one particular issue has been concerned where the company is getting trouble in the
positioning strategy of the recent product acquisition Crescent Pure. A company PDB is required
to create a marketing plan that will help them to determine and conduct an effective market
research which will enable them to approach the consumer in efficient manner.
Now, this report will conduct a brief research of the market and develops the positioning
of the Crescent pure in effective manner which helps the company to create an awareness among

the market people. Due to lack of marketing positioning strategy the company PDB cannot able
to increase their product sales and productivity which will put the impact on the overall
organization (Deepak and Jeyakumar, 2019). The company has to improve their marketing
research and requires to adopt the effective positioning strategy from which they can be able to
create awareness among consumers and can easily increase the sales of the beverage.
Critique over designing and method that are appropriate to address the research problem
the research, there are many and different kinds of methodologies is utilised to conduct
the effective marketing research which can solve the problem of the company PDB. In the
research, the qualitative method I used to identify and conduct the appropriate research where it
helps to collect and analyse the data and information without non-numerical data. This
qualitative research helps to find and understand the concepts easily and enable the researcher to
identify the appropriate solution (Muhammedrisaevna, Bayazovna and Kakhramonovna, 2020).
The qualitative research also focuses on the open communication which include the interviews
and questionnaire and helps the researcher to collect the relevant data and updated data. This
research helps the company to conduct the questionnaire from which it will help to gather the
proper information. Using the qualitative research is appropriate as it provides the flexibility and
supports to generate the new ideologies which can resolve the problem easily. In general, there
are two types of data collection primary data collection and secondary data collection.
The present research has conducted the both data collection methods as it will help the
researcher to identify the appropriate data and information from both methods from which the
problem can be solved easily. The primary data collection refers as gathering of the data and
information through various sources such as surveys, interviews and questionnaire. This type of
data has been used in the present research as it provides the original and relevant data from
which it enables to meet the specific requirements of the research (Bayazovna, 2020). This
research can be done in various form where forming and implementing the questionnaire is one
of the best method for the organization to collect the relevant and useful data. Doing surveys and
questionnaire helps to get the quick response from the respondents and also it is free from the
bias. Even, this is also cheaper than other method of primary data collection.
Questionnaire
1. Does your organisation follow the specific strategy to positioned the product in market?
(A)Yes
(B)No

2. What type of marketing strategies does your organisation prefer for product promotion?
(A) Personal selling
(B) Traditional selling
(C) Social media
3. What process does your organisation follow to improvise customer experience?
(A)To provide multiple channels for support
(B) utilising technology
(C) use top down approach
On another side, the secondary data collection is also used in the present research as it
collects the data from the different sources which is collected by someone other than primary
user. In simple terms, the data which has been already existing and not need to do a typical
research as the research is already done by someone such as books and journals. Using this kind
of data collection method helps to collect the proven data which does not take time and easy to
access (Zeithaml and et.al., 2020). It is also low cost or free to conduct and have a wide range of
variety of sources to collect and gather the relevant data and information. Also, the research use
the sampling method which is a technique of selecting or choosing an individual member to
obtain the information. It allows the researcher to select the people for the certain information
and can develop a good research. In this research, the random sampling has been used where the
researcher can choose a random group of people from large population. Conducting this kind of
research methods and techniques helps the company to increase the Crescent pure positioning in
the effective manner and can be able to approach the higher number of consumers for purchasing
the particular beverage.
Recommendation
According to the above conducted research it can be utilized by the company and can
obtain the effective result. As per the case study, the PDB company is facing the problem in
creating the product awareness in the market from where the appropriate research has been
conducted and performed from which the company can be able to increase the brand awareness
in the particular market. The above mentioned research ahas conducted the primary and
secondary both type of data collection method from where it has been recommended that the
company can use the interview method where the marketing manager can ask the marketing
management team bout their concern and suggestion and can collect the data more specifically
which will help them to understand the solution of the problem in effective manner (Kumar,

2018). Accordingly, the conducted research is sufficient for the company if they use this kind of
researches methodology which will help them to increase their crescent pure sales and can also
increase the productivity of the company.
The company also can focus on the pricing structure of the beverage as keeping it lower
at initial stage can help the company to make the appropriate positioning of the product. It has
been known that consumer always look for quality and pricing of the product where the company
also needs to focus on this particular area from which the consumer can be easily purchased the
product which will increase the demand of the product in the market (Chandy and et.al., 2021).
Keeping the pricing structure lower and focusing on the particular target audience will also help
and support the company to do an appropriate marketing of the Crescent pure and can increase
the sales of the product. Implementing and focusing on this mentioned recommendation and
suggestion by the company will be useful and beneficial for them from which they can easily
increase the productivity and demand of the product in definite manner and leads the product in
demand.
CONCLUSION
The report has concluded the importance and brief of the marketing which an individual
organization needs to understand. Marketing plays an important role in the business areas where
the company has to focus on each stage of the marketing. The report has included the brief
statement of the issue which has been given in the case study where the company is facing the
issue in marketing research and positioning the particular product. Along with this, it has
included and design the research and generate the appropriateness of the research method has
been utilized in the report for the solution of the issue. At last, it has mentioned the
recommendation for the mentioned company from which they can be able to improve their
product positioning in the particular market.

REFERENCES
Books and Journals
Bayazovna, G.N., 2020. Marketing communication strategy and its essence. Вопросы науки и
образования, (1 (85), pp.18-21.
Chandy and et.al., 2021. Better marketing for a better world. Journal of Marketing, 85(3), pp.1-9.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kotler, P., 2021. Marketing 4.0 do tradicional ao digital.
Kumar, V., 2018. Transformative marketing: The next 20 years. Journal of Marketing, 82(4),
pp.1-12.
Morgan and et.al., 2019. Research in marketing strategy. Journal of the Academy of Marketing
Science, 47(1), pp.4-29.
Muhammedrisaevna, T.M.S., Bayazovna, G.N. and Kakhramonovna, D.A., 2020. Goal and
objectives of integrated marketing communications. Economics, (2 (45).
Zeithaml and et.al., 2020. A theories-in-use approach to building marketing theory. Journal of
Marketing, 84(1), pp.32-51.