Teach this case online with new suggestions added to the Teaching Note. 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.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-915539

発行日：2014/9/10

登録日：2015/8/7