Crescent Case Essay Example for Free

Crescent Case Essay A. Segmentation and Targeting When Looking at what market should be targeted the thing that stuck out most was there is not a healthy alternative for energy drinks. Most of these drinks are full of high fructose corn syrup and loaded with extreme amounts of caffeine. Crescent give the consumers a healthy alternative to this option. The trend these days is towards more organic and healthier choices. Crescent is just that. It gives the option for a healthy version of an energy drink which is much needed. The Energy Drink market is growing at a much faster rate than the sport drink market as well as the fitting into a much better price point for marketing. With the market for these energy drink being on average $2.99 the price of $2.75 for crescent is below the market average as well as being a slight bit different by marketing a healthy alternative option to most other sport drinks on the market now. B. Positioning When Looking over the two perceptual Maps the thing noticed is that most of these products hit extremes of each category. For example a sport drink is high on the hydration level but low on the energy. As for the energy drink the case is the exact opposite. When looking at nutrition and taste the nutrition and taste are higher on sports drinks and energy drinks are low on nutrition but the 50/50 on the taste. When looking at crescents studies it would seem that they would be the best case for the average consumer as they would be better than average in all of these categories. The nutrition would be higher than the sports drinks and close to what swish and drip are pertaining to nutritional value and the taste would also fall higher similar to Drip or Razor. When looking at the Hydration and Energy Crescent would also be above average for both. With the equivalent of a cup of coffee’s worth of caffeine Crescent would fall similar to where torque and Drip are for energy levels. As for looking at hydration; Crescent would be up closer to the sports drinks with is electrolytes and natural ingredients closer to where Glean and Watr+ are. Each marketing promotion has positive’s and negative’s. When marketed as an energy drink there is the Pros of being a drastically growing market which has grown by 40% already and is projected to hit 13.5 billion by 2018 as well as no single product being marketed as a healthy alternative energy drink. Another pro is that the cost of the  product is less than the market average. The con of an energy drink market would be that current news stories are highlighting the health risks of Energy drinks and the diminishing number of consumers who are now drinking them. The sports drink market have a much larger population of consumers ranging from younger ages of 12-24. Also with the average sports drink being much cheaper people may not be willing to pay the $2.75 for a sports drink. With Crescent being an all organic product being an alternative to high fructose corn drinks would increase their market audience. The threats would be the increase in childhood obesity who make up a large portion of the sport drink market the option of just proving water to children is easier and more economically sound for parents rather than continually paying for sports drinks. Lastly as an Organic Drink they are able to market it as a healthy sports/energy drink for the body continuous adult who wants to stay away from non-organic products. This also works as a con where if they market solely to this small group of people they may be losing a lot of consumers who may be avoiding the new fad of vegan, healthy organic products. C. Contribution Margin The contribution margin per case of Crescent would be $5.28 or 18%. This is figured by taking the selling price per can and minusing the cost per can. Which would bring the profit of 22 cents per can and a case of 24 would bring the profit to $5.28 per case. You would then take that number and divide it by the Price per case of $29.76 which would give you 18% profit. D. Breakeven To match the national level of marketing it would require putting in 6.66 times the budget that it took to market 15% which would be a total marketing budget of 5 million dollars. With a Total budget of 5 Million dollars it would take selling 946970 Cases of Crescent to break even on the National Level. To address the break-even market share for energy would be .07% of the Market Share. This is figured by taking the Market of 9.58 Billion dollars and dividing that by the Marketing budget of 5 Million Dollars. E. Recommendation The factors that should be used to determine positioning are, Similarities in  competitors, Forecast of market increase, pricing of products and marketability of product. I would Recommend Marketing Crescent as an organic energy drink. This would apply to a large number of people and would give a different option to the Energy Drinks that are currently on the market. This product could increase the consumers ideas of what energy drinks are; especially focusing on bringing up the areas of healthiness, hydration and natural. With these area’s only having the highest percentage at 11% Crescent would be a great product to diversify the market. Having a below average market price for product pricing makes Crescent an even better market to explore. Crescent provides a great break from the normal high fructose high caffeine energy drinks while still hydrating and tasting great.

Major League Baseball :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  In early May 2002, a ban that the management of Major League Baseballs’ Seattle Mariners imposed requiring non-admittance of any fan wearing a tee shirt saying, â€Å"Yankees Suck† was finally lifted. Telling the Seattle Mariner fans that the word â€Å"suck† was offensive and had no place in a family atmosphere, was out of line to many. The backlash from the fans was overwhelming to the point that Mariners management had no choice but to lift the ban. The ban caused three major backlashes: It angered season ticket holders, it told the fans that the first amendment could be twisted at the ballpark, and it tried to strip fans of team spirit and pride. Mariner management ignored the minor uprising as long as possible until the ban reached near boiling point levels. Things have since settled down in Seattle, but hopefully Mariner management will not try a stunt like the ban anytime soon.   Ã‚  Ã‚  Ã‚  Ã‚  Being a season ticket holder means a great deal to fans who love going out to the ballpark. When a security guard at the front gate doesn’t allow entry because of a tee shirt the ticket holder is wearing, to say it would cause the ticket holder to be angry is an understatement. If purchasing season tickets doesn’t guarantee entry into the stadium merely on the fact that some people find the word â€Å"suck† to be offensive was a travesty to season ticket holders. As a matter of fact, the word â€Å"suck† is being used by children today than in most the Mariner management’s lifetimes. Telling grown up fans to act as management wants to is fascism in a corporate disguise. When someone buys a ticket it is expected that the buyer is to act like a civilized human being, but don’t make up new standards for the fan to abide by.   Ã‚  Ã‚  Ã‚  Ã‚  The first amendment is what makes America work, so when Mariner management tried to tell fans they couldn’t wear a belief on a tee shirt, it sent mixed messages to the fanbase. It is well known what words are truly obscene in today’s world, but the word â€Å"suck† has not been truly offensive since â€Å"Ozzie and Harriet† was still on prime time. To say that the fanbase would be offended without taking a census of some sort or another was censorship in a way. A fan wearing a shirt with the f-word not being let in is different than a fan wearing a â€Å"Jesus Rules† shirt in.

Deceptive Advertisement in Tobacco Industry Essay

Deceptive Advertisement in Tobacco Industry Introduction            Managerial decisions form an important element in business success. Griseri & Seppala, (2010,p.45) note that the primary function of a business should not only be geared towards profit making but also strive to check the social implication of the business activities The process of decision making is thus governed by the business ethics, moral frameworks and the Social responsibility. This paper will examine decisions made in a tobacco industry, effect on the living and environmental conditions and evaluate if they conform to the moral frameworks of decision making.            Tobacco companies have constantly employed deceptive advertising strategies. One of them is the use of celebrities from various fields such as sports and media to market their brand. This choice paints a picture of success and pride in using tobacco products and smoking. Moreover, these companies fail to give more details of the tobacco product use and effects. This is in violation of the ‘rights approach’ moral framework in dealing with ethical issues. The rights approach is a traditional moral approach which demands that the rights of individuals (consumers) must be upheld in decision making (Brooks et al 2010, p.197).            Consumers have fundamental rights as highlighted in John F Kennedy (1962) Consumer bill of rights. One right found in the bill is the Consumers right to safety. Businesses should not knowingly sell to customers products that might harm the customer. Secondly, consumers have a right to be informed. Devenney & Kenny (2011, p.10) say that products information should provide detailed facts on the product ingredients, the risks involved and instructions for usage. By failing to inform consumers of the health risks associated with tobacco consumption, the companies are infringing on this rights to life which are at stake.            The companies seem to embrace preference utilitarianism. This is a type of Utilitarianism that states that the right action is that which will produce the best results but the best results are those that will satisfy personal preferences (Krantz 2002, p.28.). By not labeling their products and use of celebrities, the company is able to prey on consumers who lack knowledge on tobacco. Tobacco injects money worth millions into the economy, a fact that cannot be disputed. The companies’ duties to ethical practices are overshadowed by the desire to accumulate more wealth at the expense of health concerns of consumers.            These deceptive strategies have masked the adverse effects of tobacco consumption to health, living and environmental conditions of the users. Tobacco use increases the risk of cancer contraction for vascular diseases and other illness. This results into higher expenditures on medical, lowers productivity and increases premature deaths. The short term effects on living standards include diversion of family income. A research conducted in shanghai china (1995) among 2716 households revealed that 17% of family incomes were spent on cigarettes            Social responsibility is a major function of any business. Tobacco industries in use of deceptive advertisement have demonstrated unethical practices that raise questions on the commitment of these industries in maintaining a striking partnership of its business core functions and the social responsibility. Governments, human rights activists and stakeholders need to put up laws to regulate the extent at which business may exploit consumers. Without laws, it will be difficult to tame tobacco industries as the moral frame work principles and social responsibility cannot guarantee complete ethical practices in this business environment. References DEVENNEY, J., & KENNY, M. (2011). European consumer protection: theory and practice in Europe. Cambridge, Cambridge Univ. Pr. GONG YL, KOPLAN JP, WEI FENG et al (1995) Cigartette smoking in China prevalence, characteristics adnd attitudes in Minghan District. JAMA GRISERI, P., & SEPPALA, N. (2010). Business ethics and corporate social responsibility. Australia, South-Western Cengage Learning. KRANTZ, S. F. (2002). Refuting Peter Singer’s ethical theory: the importance of human dignity. Westport, Conn, PraegerJohn F. Kennedy’s speech, Public papers of the United States, Public Messages, Speeches and Statements of the Presiident, 1 January to 31 December, 1962, pp, 235-43 Brooks, Leonard J., and Paul Dunn. 2010. Business & professional ethics for directors, executives, & accountants. Mason, OH: South Western Cengage Learning. Source document

Communication And Conflict Resolution For Criminal Justice

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