商品敘述：

Available with this Brief Case: a Case Preview and an updated Teaching Note. A Case Preview is an optional, customizable resource that provides students with a lens through which to consider the case, including a snapshot of the case situation and key questions to consider. The updated Teaching Note provides insights for teaching the case in an online setting and in an undergraduate classroom. 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.

涵蓋領域：

Advertising campaigns;Customer analysis;Market research;Product positioning

相關資料：

, (7876), 0p, by John A. Quelch, Alisa Zalosh;
, (9-915-540), 12p, by John A. Quelch, Alisa Zalosh

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