Crescent Pure Case Study

For sports drink, the target market could be men since they a study indicated that half of men consumed sports drink while only a third of women did. For energy drink, only men aged between 18 and 24 years could be targeted.1 Motivating Factors The consumers for the Crescent drink were motivated by diverse factors; Men aged between 18 and 24 years – They were motivated by the high energy content of energy drink since they represented an active generation. Also, such a generation is composed of people who are enthusiastic and love sports.2 Brand Preference. Crescent prefers has a unique brand from its drink which is totally new in the market as compared with the existing leading manufacturers of energy drinks and sports drinks.