Email Memo Instructions

In this assignment you will help Sarah Ryan, VP of Marketing for Portland Drake Beverages $($PDB$),$ develop a positioning strategy and choose a customer segment for the company$$s newly acquired beverage, Crescent Pure. In similar fashion to your previous case, you will format your response as an email to Sarah Ryan, advising her on the optimal path moving forward for a successful Crescent Pure product launch. As you would in an email to any business executive: keep your writing concise, professional, and focused on the goal at hand.

To: PDB Marketing Associate

From: Sarah Ryan $|$ VP of Marketing for PDB

Subject: URGENT: Need POV on action plan for Crescent Pure positioning and product launch

Good afternoon,

I am thrilled about the acquisition of Crescent Pure, a product that will diversify our existing beverage portfolio. With that said, I only have $6$ weeks to position the product in anticipation for a west coast soft launch in January $2014.$ To facilitate a successful Crescent Pure launch and the effective use of our $$750,000$ advertising budget in $2014,$ we need to determine a clear action plan.

To give you a full context of the situation, I have attached the following brief that describes the new product and other findings $($please read the full case$).$ I would appreciate your fresh perspective about defining the Crescent Pure product and the marketing opportunity we have in front of us$.$ Specifically, please explore:

Which of the positioning strategies would you pick to maximize Crescent revenue? Defend your answer by applying in$-$class frameworks or other useful tools.

What customer segment are you going after with the above positioning selection?

Write the internal positioning statement for Crescent Pure $($positioning lecture$)$

Calculate how many cases of Crescent cans the company would have to sell to recover the cost of the initial advertising campaign. Is it a reasonable assumption that Crescent would break even within a year? Defend your perspective.

I look forward to your concise reply as a pre$-$read to our meeting next Wednesday. Make sure to email me by our agreed upon deadline.