Crescent Pure Marketing Plan

Brookelle Bolf, Katie Borgerson, Katie O’Brien, Amanda Sather, and James Whetter

University of North DakotaMRKT 450

Dr. James FairclothMay 5, 2014

Executive Summary

How many drinks can be positioned as organic, healthy, and energizing without losing flavor? Portland Drake Beverages (P.B.D.) has created a drink that is positioned as a certified organic energy drink called Crescent Pure with many unique features. The energy drink market is currently saturated with sugary and perceived dangerous beverages; Crescent Pure has a competitive advantage because they can choose to position themselves as a healthy energy drink alternative. The “locavore” movement has taken the United States by storm as consumers look for more locally grown, organic, and healthier options. This movement has impacted the food and beverage industry creating an influential healthy trend in the market. This movement is especially prevalent for active, health conscious, younger consumers along the West Coast of the United States. Through the impending “soft” launch, Crescent Pure will be distributed throughout the Western region, more specifically California, Oregon and Washington. To effectively target this market, Crescent will promote through relevant channels, such as sponsored events, billboards, music festivals, samples during these events, as well as through various channels of social media. This high involvement advertising is aimed at expanding the beverage’s brand awareness.

The energy drink market has flourished in just two years and is projected to reach 13.5 billion dollars by 2018. With such a positive outlook, Crescent Pure will be priced lower than most energy drinks at a retail price of $2.75, creating sufficient margins for retailers, distributors, and P.B.D. Crescent Pure has unique qualities that can be used to differentiate itself from competitors, one of them being its certified organic label. This beverage contains a healthier amount of caffeine and significantly less sugar and chemicals than leading energy drinks. To compete in the industry, P.B.D. will be distributed in “big box” retailers, health and organic stores, and local cafes.

Positioning Crescent Pure as an organic energy drink provides the potential for strong consumer following. Consumers are searching for drinks that provide energy in a healthier form and this need has been growing exponentially throughout the years. Preparing and executing a “soft” launch for Crescent Pure will provide solid results to use as a base for future manufacturing and distributional decisions.

Table of Contents

Situational Analysis ProductPositioningMarket ResearchFinancial AnalysisTarget MarketCompetitorsCompetitive AdvantageDistribution

SWOT SWOT Summary Marketing StrategyMarketing Opportunity Analysis

Target MarketPositioningCapability Relative of Competition

Marketing Mix ProductPricingPlace/DistributionPromotion/Advertising

Finance and BudgetEstimated First Year Marketing Budget and Breakeven Analysis

Implementation ProductPricePromotionDistribution

Long-Term Strategic PlanReferences

Situational Analysis

ProductPeter Hooper, a native of Crescent, Oregon, created a recipe for a drink that eventually became

Crescent Pure. He wanted to create a product that would “refresh, energize, and enhance mental focus.” Crescent Pure was created to fulfill the demand for a healthier alternative that also relieved fatigue and replenished energy. In addition to being a healthier alternative, the drink is certified organic as well. The product uses a touch of “organic juices, herbal stimulants, and electrolytes.” Each element serves a purpose. The organic juices give the drink its refreshing, but not overbearing fruit taste with hints of lime and lemon juice. The natural and organic herbal stimulants, Guarana and Ginseng, give the drink an energizing boost and an increase in mental focus, without the crashing effect that many of other competing products. Lastly, the drink is infused with electrolytes that help keep the body hydrated and functioning properly. Crescent’s drink is also lighter than most of its competitors. At only 80 calories per can, crescent is lighter than most energy drinks and very comparable to most sport drinks in calorie intake. The can is an appropriate representation of the drink itself because of the simplicity of the design. Crescent Pure comes in a clean, modern looking silver 8oz can that resembles an energy drink can without the wild and extreme graphics. Crescent’s product’s features lead us to believe that an attractive opportunity exists within the energy drink market.

Positioning Before Portland Drake Beverages can launch Crescent Pure, a positioning strategy must be

chosen. Because of Crescent Pure’s unique qualities, it can be positioned in three different ways. The drink contains energizing elements which could support the positioning for a sports drink. If Crescent Pure positions the drink as a sports drink, they will have to sell the drink at a lower price in order to compete in this sector. Another positioning strategy lies within the healthy, organic drink sector because the drink is certified organic. To follow this strategy, Crescent Pure will launch the beverage as a healthy, organic energy beverage with a lower price tag. This will maintain consistency from the brand positioning through pricing. With caffeine content equivalent to a cup of coffee, Crescent Pure could easily be positioned as an energy drink. With the energy market showing a 40% growth in two years and a growing health-conscious market trend, the energy drink and organic markets present great opportunities for Crescent Pure.

Market Trends Hooper saw a market opportunity for a healthy, energizing drink. This market trend of organic,

all-natural food and beverages grew rapidly in the United States, especially in the Pacific Northwest region in the 1990s and early 2000s. Hooper found popular energy and performance-enhancing drinks unhealthy, too sweet, and artificial. He began experimenting with different ingredients in order to craft an organic, all-natural beverage lightly infused with organic juices, herbal stimulants, and electrolytes. He wanted a drink that would refresh, energize, and enhance mental focus, without the sugar and unnatural, unhealthy ingredients.

Crescent’s herbal stimulants (Guarana seed and Ginseng) deliver 80 milligrams of caffeine, roughly the same amount of “energy effect” as a cup of coffee. This amounted to half the energy contained in a similar serving of the two leading energy beverages on the market, Fright and Razor. Furthermore, Crescent’s sugar quotient (derived from organic, raw cane sugar) was 70% less than leading energy and sports drinks, on average. Crescent benefited from launching in a region that embraced the “locavore” movement. The “locavore” movement means that a person is interested in eating food that is locally produced and not moved long distances to market. (The Oxford Dictionary) A high percentage of Oregonians supported healthy, organic food choices and the local businesses that made them available. When deciding which route to position Crescent Pure, energy drink or sports drink, this organic trend will be a key factor in growing and gaining market share.

Market ResearchResearch has shown that energy drinks with lower levels of caffeine and natural ingredients have

been increasing in sales in recent years. Compared with the sports drink market, energy drinks contain a wider target market with ages ranging between 18-34, opposed to a target market of 12-24 in the sports drink market. Entering the sports drink market presents an additional challenge because two of the top competitors own 94% of the market, meaning it will be extremely difficult for Crescent Pure to gain market share from these two very well established companies. If Crescent Pure can highlight that their beverage is the healthier energy drink alternative that contains less sugar and is also certified organic, the company will hopefully be able to break away from the negative attention that other energy drinks have received in the media, as many are concerned regarding the health and safety risks associated with consuming energy drinks. One can of Rockstar Energy Drink contains the equivalent of 20 teaspoons of sugar, which is three times the adult maximum for the entire day (Poulter 2015).

Financial AnalysisIn 2012, organic food and beverages were on the rise, creating $120.5 million in revenue for

PBD. To complement this surge in revenues, PBD needed to capture a segment in the beverage market that was growing also, functional beverages. Crescent is in the business of creating beverages for health conscious consumers in an industry where non-alcoholic beverages are projected to grow to $164 billion by 2018. In 2014, PBD acquired Crescent due to the functional aspect of the brand. Prices for Crescent was placed 27% below the original selling price, sustaining the consistency of PBD’s affordable organic product prices.

The energy drink market captures 34% of the population with projected $13.5 billion sales by 2018. The prices for energy drinks are typically $2.99 for 8 oz. which is higher than where Crescent is priced during the soft launch. Energy drinks can cost up to $5 for a 16 oz. can which Crescent could become a positive competitor against, having a more affordable price point.

Sports drinks captures a viable $6.3 billion market with lower price point per ounce, between $1 and $2 for 12 oz. to 24 oz. Crescent is priced above that; with more expensive ingredients and positioning, to lower the price would lead to a product modification. This market has only increased 9%, in comparison to 40% for energy drinks between 2010-2012. Since the organic and healthy beverage market is still surging, Crescent would have a competitive advantage against other energy beverage competitors.

Target MarketsCrescent Pure’s prime target market are those between the ages of 18 and 34. These consumers

are not only young, but health conscious and active as well. Being active, these consumers show a need for a product that replenishes energy and reduces fatigue. Besides simple demographics such as gender and age, there is also a second target market growing for Crescent Pure.

Originating in Portland, OR, Crescent also shows a great focus to consumers associated with the “locavore” movement. Western United States culture and consumption processes have dramatically changed in the last decade. According to a Research & Data Specialist from Survey Monkey, 82% of consumers prefer that GMO’s be labeled on products and 71% of adults are trying to eat and drink healthier. (W. 2014) With consumers heavily swaying towards healthier, more natural and local products, there is a new consumer population and market that is growing fast. Crescent Pure’s secondary target market is this new type of consumer who pays attention to a product’s label and the overall company’s values.These consumers are high-involvement shoppers that are looking for local products that have natural or organic inputs that contribute to a well-balanced diet.

CompetitorsIn both the energy drink and sports drink categories, Crescent Pure faces major competition. In

the energy drink category, Fright, Razor, Torque, and Stellar accounted for 85% of category revenue

(34%, 27%, 16%, and 8%, respectively). The remaining 15% was split between roughly thirty independent regional and national producers. Crescent’s organic certification and minimal (as compared to leading competitors) caffeine content provide strong differentiators for the energy market. Our drink is a healthier alternative to these other leading brands, whose artificial sweeteners and excessive levels of sugar and stimulants are likely to prompt a subset of consumers to switch to healthier options.

Similar to energy drinks, the sports drink category also presents major competition. Gleam and Drip had 73% and 21% market share, respectively. The remaining 6% of market share ($378 million) was split evenly among roughly 20 producers. Perhaps Crescent’s low sugar content and all-natural ingredients can appeal to health-conscious consumers seeking healthier “anytime” beverages that are free from artificial ingredients and sweeteners.

Competitive AdvantageCrescent Pure has unique qualities that are used to position the product apart from it’s

competitors. Because the drink is certified organic, the company can choose to emphasize the health advantages of consuming an organic drink versus non-organic. There is also a growing market for organic products, including specialty grocers who only sell certified organic products. Crescent Pure also contains 70% less sugar than other leading sports and energy drink beverages. A drink containing less sugar is yet another major selling point of the product because many consumers are becoming increasingly more health conscious looking for healthier alternatives. Lastly, the beverage contains 80 milligrams of caffeine per serving, which is equivalent to one cup of coffee. While the company decides how to position the drink they must keep in mind these three unique qualities: its certified organic label, less sugar content, and its caffeine content which could be used to position the drink as an energy drink.

DistributionCrescent Pure will implement a “soft” launch in three different markets, California, Oregon and

Washington for January 2014. In order to compete with competitors, Crescent Pure’s launches must occur before 2015. The states of the soft launch together represent about 15% of the total beverage market and would be a good representation to see if the products would be successful in other areas. After legally securing his drink recipe, Hooper manufactured and distributed the drink in small batches from a rented warehouse in Portland, Oregon. Crescent benefited from launching in a region that embraced the “locavore” movement. Oregonians supported healthy, organic food choices and the local businesses that made them available which works to Crescents advantage. Demand grew in the Portland area for Crescent through Hoopers marketing in local farmers markets. Crescent’s distribution currently includes two hundred retail outlets that include grocery chains, local grocery stores and small cafes. The company was selling 1,000 cases of the beverages per month with the energy drink selling for $3.75 for an 8-ounce can. Crescent has the opportunity to start specializing in health and organic stores. Organic stores have had a growth of around 14% from 2011-2012 and the US should expect to see continuous growth throughout the next decade (Greene 2013). Throughout the years, the organic industry has bounded in sales.

Distributing beverage products involves moving products from the manufacturing to consumers. This process varies with the size and influence of retailers and manufacturers. In 2013, the largest U.S. retailers, known as “big box” retailers, such as Wal-Mart or Target, often had their own product distribution systems in place to handle purchasing, transportation, and stocking. Distributors assigned an average markup of 25% to the goods they purchased from the manufacturer so the more of a product they sold, the more revenue they generated. They continually refined their catalogue to include products they believed would generate the highest demand.

Specialization was common among brokers and distributors, and they often forged relationships with retailers and manufacturers within a niche segment. Some distributors, like Crescent, focused on organic products. When selling to consumers, retailers added an average markup of 40% to products purchased from distributors.

SWOT

Strengths: ● Crescent’s sugar content is on average 70% less than leading energy and sports drinks● The drink contains 80 milligrams of caffeine, equivalent to a cup of coffee● Crescent’s organic certification and minimal caffeine content provide strong differentiators for

the energy drink market● Crescent Pure is a healthier alternative to other leading energy drink brands, whose artificial

sweeteners and excessive levels of stimulants are likely to prompt a subset of consumers to switch to healthier options

● Crescent’s low sugar content and all-natural ingredients can appeal to health-conscious consumers seeking healthier “anytime” beverages that are free from artificial ingredients and sweeteners

● Once educated, consumers thought the product was fairly priced● PBD’s revenue in 2012 was $120.5 million

Weaknesses: ● Confusion between sports drink and energy drink● Not enough caffeine to appeal to many energy drink consumers, especially in the younger target

segment● Brand awareness is lacking compared to competitors

Opportunities:● Low competition in the high hydration with mid to high energy positioning for energy drinks● Low competition in the high nutrition with high taste positioning for energy drinks● Market opportunity for a healthy, energizing drink ● In the middle of the “locavore” movement; The market trend of organic, all-natural food and

beverages growing rapidly in the United States● The market for energy drinks has grown 40% within two years alone, between 2010 and 2012● The market for energy drinks expected to grow to 13.5 billion by 2018● Both male and female target markets● Energy drink market captures 34% of the overall population in the U.S.

Threats:● In the energy drink category, Fright, Razor, Torque, and Stellar accounted for 85% of category

revenue ● Gleam and Drip had 73% and 21% market share, respectively. The remaining 6% of market share

($378 million) was split fairly evenly among roughly 20 producers● Energy drinks have received negative media attention● Many are concerned with the health and safety risks associated with consuming energy drinks● Younger target segments enjoy drinks containing unnaturally high energy, more than what

Crescent Pure offers● Selling Crescent Pure at a lower price point may give off a “cheap” vibe for energy drinks● Some might question the credibility of the certified organic label if the drink is priced lower,

because most organic products have a premium price

SWOT Summary Crescent has been noted for having strengths such as great taste, energizing qualities, hydration

benefits that all come at a fair price. Crescent Pure’s strengths in the beverage industry show a prominent indicator for Crescent positioning strategy. Currently, there is a growth opportunity for healthy organic products, especially within the energy drink marketplace, which has grown 40% in the last two years and is expected to grow to $13.5 billion by 2018. PBD’s more powerful resources can help Crescent take advantage of this opportunity by positioning and establishing the brand as a healthy and certified organic energy drink. Taking advantage of the low competition in this trending segment will be key to Crescent’s

success; however, the company will need to do a better job at establishing themselves as either an energy drink or a sports drinks.

Confusing product positioning can drive consumers away from Crescent and to a competitor that is better established. The large number of consumers in the marketplace who want an energy drink may be scared to purchase Crescent because they don’t know all of its benefits. Crescent also faces a threat in the energy drink marketplace of not containing the amount of boost that their younger target segment of energy drink consumers is seeking.

Along with Crescent’s weaknesses, penetrating the marketplace may be difficult since four large competitors dominate the energy drink marketplace with an 85% market share and two large competitors dominate the sports drink marketplace with a 94% share. The energy drink industry faces the threat of negative public media attention, which has created the consumer perception of energy drinks being unnatural and unhealthy. Crescent would be walking a fine line in the energy drink category. If they successfully implement their positioning, they can use the negative media to their advantage since they are a healthy alternative to their competitors’ products; however, if they fail to implement their positioning they will lose sales and be discredited of their product’s strengths.

Marketing Analysis

Marketing Opportunity Analysis

Target MarketThe target market most receptive to the positioning of an energy drink are those between the ages

of 18-34. The target market will both males and females that are health conscious, and active. While trying to reach their target market, Portland Drake Beverages should consider what will be the best way to reach consumers in the market they are implementing the soft launch. The company has limited funds for their advertising campaign, so their resources must be allocated wisely.

PositioningCrescent is an all-natural organic energy drink and that is how it should be positioned. This

positioning strategy reaches our target markets and falls into “locavore” movement that is trending throughout the US. Energy drinks are often packed with chemicals that can lead to serious health issues. Some common ingredients found are Guarana, Carnitine, and Ginseng among many others. (Roberts 2015) Guarana contains stimulants and Carnitine is a common additive not always disclosed on drink labels. (Roberts 2015) Crescent will be launched as a healthier alternative to other energy drinks but still at a very affordable price. Often times people chose to avoid organic products because of the price but if the drinks are positioned at a moderate and affordable price than Crescent will be able to be profitable and successful with their drinks.

Capability Relative of CompetitionThough the market is dominated by a few large competitors, Crescent Pure has the capability of

penetrating the market with the competitive advantage of being healthier, more hydrating, organic, and cheaper than the competition. Crescent Pure has an energy drink that is more suitable to consumer trends than the competitors brands. With low brand recognition, Crescent Pure will face a tough time educating consumers who are scared from the bad media attention in the energy drink segment. To be successful, they will need to successfully communicate to the consumer that it is a healthier and certified organic alternative to the industry average. Another competitive disruptance Crescent faces is the consumer perception that the drink does not provide enough energy. Crescent will need to communicate that they supply the same amount of energy in a can of their product as a cup of coffee. With limited resources and a small marketing budget, Crescent will need to be as effective as possible in educating their targeted consumers with their product’s features and benefits.

Marketing Mix

ProductCrescent Pure is a better fit for the energy drink category. The market has grown 40% in just two

years between 2010 and 2012, and is projected to total 13.5 billion dollars by 2018. This is a much larger opportunity for Crescent Pure than the sports drink industry. We will be launching Crescent Pure as the healthier/organic energy drink option. Most other energy drinks are full of unhealthy and unnatural ingredients, which will differentiate Crescent Pure from the competition. We plan on keeping the packaging the same, the simple silver 8 oz. can to also help differentiate our product, making it easier for consumers to recognize. The can also represents Crescent’s brand image, portraying a clean, natural form of energy.

PricingCrescent Pure will maintain their current affordable pricing strategy. Costs to wholesalers will be

$1.24 per can, or $29.76 per case. With this lower price strategy we will be able to stimulate more demand for our product and gain a greater amount of market share initially. Once we are ready for a hard launch in 2015 with a larger distribution capacity, economies of scale will decrease our cost even more and provide us a higher gross profit.

DistributionCrescent Pure should strategize the best way for its products to reach its target markets and

increase sales and revenues. Crescent should continue with its “soft” launch of its products in the three states of California, Washington, Oregon. The company should go into “big box” merchandisers such as Wal-Mart, Target and others being they make up around 40% of the drink market. Going through big retailers such as these will allow for a wide target market to be reached. Because the product is organic, it will be beneficial to have the products located at organic and health stores as well. Crescent will be sold through organic distributors such as Trader Joes and Whole Foods. The products are currently distributed in cafes around Portland. Crescent should continue to keep the products in cafes, and expand into more cafes throughout the “soft” launch areas.

Through specialization, Crescent will be able to create relationships with distributors and retailers in order to make its products available in only certain places. Crescent should continue to create relationships with retailers in order to specialize the orders they need. Using ecommerce and online ordering systems will allow the company to process orders more quickly, keeping their inventory up-to-date and making products more available to retailers.

The average markup from cost to selling price for distributors is around 25% and 40% for speciality stores. We will keep our markup around 30% and still keep our products at a low price.

PromotionWith a limited advertising budget, Portland Drake Beverages must allocate their resources

efficiently before implementing a soft launch in California, Oregon, and Washington. Because Crescent Pure is a completely new product, building brand awareness prior will be essential to the success of the launch. In order to build brand awareness, Crescent Pure will be heavily advertised on all appropriate social media platforms. Utilizing social media will be an efficient way to reach our target market without overspending our budget. In addition, Crescent Pure will provide charging stations at sponsored events for those who need “energy” for their phones. Providing charging stations supports the positioning of the product as well as the culture of the young extremists belonging to our target market. These charging stations will be placed throughout popular music festivals and sporting events. Crescent Pure will also sponsor these events in order to receive additional advertising space and recognition. Samples will be provided at these events to encourage consumers to try the product. Lastly, Crescent Pure will create a billboard ad because they are relatively inexpensive, and if placed in a high traffic area will get a lot of exposure.

Finance and Budget

Estimated First Year Marketing Budget and Breakeven AnalysisFor the first year in the trial market, the advertising budget was capped at $750,000 and to break

even at this point. For Crescent to breakeven at budget point, it will be 142,045.45 cases. The factory has capacity to produce 12,000 a month, or 144,000 annually. With such involved advertising, the budget should create enough demand to sell through manufacturing capacity.

The capacity overage of 144,000- 142,045.45= 1,954.55. The amount of profit that can be produced from the capacity of cases is $10,320.02.

Cases over breakeven to capacity: 1954.44 Profit per case x 5.27

Profit of over breakeven $10,320.02

Advertising budget: $750,000Case from crescent to distributor: ($1.02*24)= $24.48$750,000/$24.48= 142,045.45 cases

Manufacturer sale price: $1.24Cost of Goods Sold: - $1.02Gross Margin: $.22/$1.24 = 18%

Distribution sale price: $1.65Cost of Goods Sold: -$1.24 Gross Margin: $.41= 25%

Retail sale price: $2.75Cost of Goods Solds: -$1.65Gross Margin: $1.10= 40%

The margins continue to raise through the distribution channel. Retailers make the highest margin on Crescent Pure, creating more incentive to push the beverage toward consumer purchases. .

Implementation

ProductCrescent Pure will be launched as a healthy/organic energy drink. We plan on keeping the packaging the same, the simple silver 8 oz. can, to help differentiate our product, making it easier for consumers to recognize.

PriceOur wholesale price will be $1.24 per can, or $29.76 per case. Our recommended retail price will be $2.75 per can. This will leave our distributors with a 25% gross margin, and the retailers with a 40% gross margin.

PromotionCrescent Pure will be heavily promoted throughout social media, sponsored sporting events, and music festivals. These events will feature sample stations to encourage consumers to try the product and increase brand awareness. In addition, a billboard with a “Chance to Win” promotion will be created and displayed in high traffic areas in order to get a lot of exposure. The main focus of these promotions will

be to create brand awareness. Through the contest, consumers will voluntarily enter their information into a highly branded landing page and Crescent Pure will establish measurable returns on consumer interaction. This will also come at a low cost that Crescents budget can justify since the only costs are the price of a kayak, as well as low advertising costs. After the soft launch proves successful, Crescent Pure will discover further options

for promoting the brand.

DistributionCrescent will proceed into the soft launch of Washington, Oregon and California. Through this

launch, Crescent products will be specialized to be sold to organic and health stores and local cafes. The products will also be available to “big box” stores such as Target and Walmart. The products will be sold through an online ordering system that will make it easy for distributors to access Crescents products.

Long-Term Strategic PlanFollowing the “soft” launch of Crescent Pure, assuming the launch is greatly successful with

positive feedback , the brand will expand through the marketing mix. Distribution will slowly migrate East capturing a larger market share within the United States. Pricing will be stagnant at $2.75, staying

consistent with the positioning of the company. The product will continue being promoted through festivals, events, billboards, and social media to remain consistent with the healthy, organic, and energetic positioning of the brand. The brand will not be compromised by expanding further into the US, Crescent Pure will be strengthened by enlightening more consumers through positive promotional campaigns.

If the “soft” launch is not as successful as planned, Crescent Pure will pull back on the organic positioning and be promoted as an energy drink with less sugar. The promotions will remain prominent in event advertising, billboards, and social media to continue strengthening the brand awareness. This would be a continuation of the “soft” launch for Crescent Pure, keeping distribution and product details the same.

References

Greene, Catherine (2013), “Growth Patterns in the U.S. Organic Industry,” (accessed May 2, 2015), [avalible at http://www.ers.usda.gov/amber-waves/2013-october/growth-patterns-in-the-us-organic-industry.aspx#.VUbFwMbZr8E ]

Oxford Dictionary, “Locavore Definition”, (accessed May 2, 2015), [avalible at http://www.oxforddictionaries.com/us/definition/american_english/locavore ]

Poulter, Sean (2015), “ Revealed: The energy drinks with TWENTY teaspoons of sugar,” (accessed May 3, 2015), [ available at http://www.dailymail.co.uk/news/article-2969367/The-energy-drinks-TWENTY-teaspoons-sugar-Campaigners-call-ban-sales-16s-amid-fears-triggering-obesity-unruly-behaviour.html ]

Roberts, Sue (2015), “What Ingredients Make Energy Drinks Dangerous?,” (accessed May 2, 2015), [available at http://healthyeating.sfgate.com/ingredients-make-energy-drinks-dangerous-7327.html ]

W, Kindra (2014), “5 Emerging Consumer Trends Impacting Business,”(accessed May 3, 2015), [avalible at https://www.surveymonkey.com/blog/2014/08/04/6-emerging-consumer-trends-july-2014/ ]