$1)$ Given that Crescent Pure is PDB$$s first entry into the US sports$/$energy beverage markets, what research and analysis must PDB do ahead of the pending launch?

$2)$ At what segment should Crescent Pure be targeted? Why?

$3)$ What factors should influence the positioning of Crescent Pure?

$4)$ What are the pros and cons of positioning Crescent as an energy drink, a sports drink, or a healthy organic beverage? For each, how would the positioning maps look like?

$5)$ The three$-$state advertising campaign is expected to cost $$750,000$ and reach $15\%$ of national demand. Extrapolating these projections, a national campaign can cost $$5$M to reach $100\%$ of national demand. Given these assumptions, what is the breakeven volume for Crescent Pure? Are the breakeven projections achievable in different product categories?

$6)$ Taking into account the pros and cons in q$\mathrm{.}4$ and the breakeven calculations in q$\mathrm{.}5,$ what are your recommendations to PDB$?$