Sarah Ryan, the vice president of marketing for Portland Drake Beverages or PDB, has been tasked with the job of identifying which market their new product Crescent, should be advertised as. Promotion of a product is vital to its success in the effect that if not properly marketed, they will not reach their target audience and therefore miss the majority of their consumer base. Crescent’s 80 milligrams of caffeine immediately leads consumers to believe it is an energy drink, but being made with all natural ingredients and being certified 100% organic, may render it something else. The alternative to being advertised as an energy drink is marketing it rather as a sports drink. This perplexing decision is interesting to say the least, but
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With the price, energy, and aesthetics of energy drinks, but the nutritional benefit and hydration of a sports drink, a combination brings out the best characteristics of both. This is also wise due to possibility of reaching into potentially both markets instead of one. This change in style is a risk, as not many have taken an approach like this yet, but holds the potential to be quite successful. PDB knew when they launched this product that energy and sport drink companies were beginning to recognize the healthy lifestyle trends taking place, and were planning to produce healthier forms of their products during the second half of 2015. This being known, it isn’t unheard of to have a healthier form of either product. With this knowledge PDB will also be able to get a head start in the industry, potentially making a name for them. This move would be known in marketing as flanking warfare. Flanking warfare is known for being made in uncontested areas, as well using tactical surprise. This plan allows for both the uncontested area in addition to the surprise of beating the larger corporations with a product that is able to provide the best aspects of both energy and healthy living. In addition, this would allow PDB to set a market price for their product rather than conforming to that of previous energy or sports drinks. This is critically important as Crescent is too expensive to be priced as a sports drink, at roughly $2.75 per serving, yet too cheap for an energy drink. This choice allows for PDB to not only control the product and promotion aspect of marketing, but the price as
With the price, energy, and aesthetics of energy drinks, but the nutritional benefit and hydration of a sports drink, a combination brings out the best characteristics of both. This is also wise due to possibility of reaching into potentially both markets instead of one. This change in style is a risk, as not many have taken an approach like this yet, but holds the potential to be quite successful. PDB knew when they launched this product that energy and sport drink companies were beginning to recognize the healthy lifestyle trends taking place, and were planning to produce healthier forms of their products during the second half of 2015. This being known, it isn’t unheard of to have a healthier form of either product. With this knowledge PDB will also be able to get a head start in the industry, potentially making a name for them. This move would be known in marketing as flanking warfare. Flanking warfare is known for being made in uncontested areas, as well using tactical surprise. This plan allows for both the uncontested area in addition to the surprise of beating the larger corporations with a product that is able to provide the best aspects of both energy and healthy living. In addition, this would allow PDB to set a market price for their product rather than conforming to that of previous energy or sports drinks. This is critically important as Crescent is too expensive to be priced as a sports drink, at roughly $2.75 per serving, yet too cheap for an energy drink. This choice allows for PDB to not only control the product and promotion aspect of marketing, but the price as