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.
1. To explore product positioning based on a combination of customer segmentation and product differentiation analysis.
2. To show how the chosen product position should be reflected in other elements of the marketing mix.
3. To expose students to perceptual mapping, and to have them evaluate the value of perceptual maps as a market research technique.
Marketing research process;
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