Snapple Case Study - 948 Words

Snapple’s brand equity was driven by how unique and popular the product became almost immediately. By 1994, it had grown substantially and was known as a popular and user friendly â€Å"ready-to-drink† beverage. The huge growth Snapple was able to achieve was due in part to the almost cultish fan base that Snapple developed. For example, a family in New Jersey even gave their son the middle name Snapple. Studies showed that ready-to-drink beverages were selected almost strictly based upon fashion, taste, and status related considerations. For this reason, Snapple gained appeal through alternative means of marketing. They used product placements (Seinfeld and Sleepless in Seattle), sponsorship from celebrities, consumer composed jingles, and†¦show more content†¦They were able to use similar distribution, administrative and production systems which allowed them to achieve growth in profits and a 2% boost in the beverage market share. However, Snapple faced some very different dangers in the Cadbury acquisition compared to the Quaker acquisition. Anytime a small, focused brand like Snapple is acquired by a large corporation, they take on some brand confusion. Consumer’s who love the small and unique company may turn on you when purchased by a large corporation. Because Cadbury is so large, they may dilute the brand by wrongly marketing the product towards a group of consumers much too large for Snapple. Also, large companies tend to have more standardized marketing efforts. Snapple has always benefitted from alternative means of marketing. For example, Cadbury’s attempt to make Snapple the official beverage of New York did not align with their core associations. As the ready-to-drink beverage market becomes increasingly competitive, Cadbury needs to focus on Snapple’s core associations to leverage its brand equity. If Cadbury doesn’t have the capability to maintain the small niche, unique, innovative, and quirky feel of Snapple, they should sell it. If they feel they can properly manage Snapple, they need to revisit the alternative means of marketing and use the grassroot activities that Triarc was successful with. They also need to extend the brand into areas that align with the brand’sShow MoreRelatedSnapple Case Study1175 Words   |  5 PagesProduct: The Snapple product line is vast and spans many different flavors, many of which were unpopular. Only a handful of flavors held the product afloat, this in effect was due to the premium pricing of the product. The product in itself was marketed with the accompanying mantra of â€Å"100% Natural† and proved to be quite popular among a very difficult to define market segment. Snapple was neither defined as a â€Å"lifestyle† brand or a â€Å"fashion† brand, it was somewhere in the middle, generally groupedRead MoreSnapple Case Study1115 Words   |  5 PagesProblem: Develop a strategy for Snapple s recovery after a three year trend of declining sales under the management of Triarc Companies. Sales had declined almost 35% in three years (from $674 MM in 1994 to $440 MM in 1997) and had the profile that the company had achieved great success with was diminished. Issues History: • Small company origins based on authenticity and trust in consumers eyes. (ref. Exhibit 6 Ââ€" Pivotal Characteristics) This was evident in the initial mantra of the companyRead MoreCase Case Study : Snapple Case771 Words   |  4 PagesCase Memo- Snapple Case Jayde Panos Dr Mason SWOT Analysis Strengths: †¢ Largest market share 35% (1997, super market brand shares) †¢ Snapple drinkers inhabit the middle between really health conscious people and the â€Å"I don’t care what I put into my body† †¢ Personal- Has a wide variety for all needs †¢ Vividly sensual- Snapple tastes good or its nothing †¢ Seen as a premium beverage Weaknesses: †¢ Rumors of the company having a poor political image (article explains it could be associated with HowardRead MoreSnapple Case Study1025 Words   |  5 PagesIntroduction: The History of Snapple In 1972, three friends – Arnie Greenberg, Leonard Marsh, and Hyman Golden – established their successful brand Snapple, in Greenwich Village, New York. They saw a unique opportunity in the beverage industry to sell all natural juices by appealing to the young and health conscious urban population. The founders grew their business using funds from within the company, outsourcing production and product development, and building a distribution network. They expandedRead MoreEssay about Snapple Case Study818 Words   |  4 Pagesï » ¿ Snapple Case Study Despite the fact that many small startup premium fruit drink companies stayed small or even disappeared during the period from 1972 to 1993, Snapple was able to flourish. A large part of Snapple avoiding the fate of these other companies can be attributed to how successful it was in utilizing the four Ps of marketing, especially product and promotion. Of the four Ps, the marketing mix typically starts with the product, which is one area where Snapple separated itself fromRead MoreRevitalizing Snapple: A Case Study Report2891 Words   |  12 Pagesï » ¿Revitalizing Snapple: A Case Study Report Introduction From 1972-1993 Snapple Fruit Juice Company flourished while many startup premium fruit drinks struggled and, in many cases, failed. In fact, most of Snapples successful competitors during this time were sold to larger distribution companies allowing Snapple to create a Brand image and distribution alliance for the smaller guy. They were a cult classic, promoted by loud, brash promoters like Howard Stern and Rush Limbaugh who had huge followingsRead MoreDr.Pepper Snapple Group Case Study2696 Words   |  11 PagesProblems and Opportunities It is important to understand the primary problem being addressed throughout this case study: Whether or not a profitable market opportunity exists for a new energy beverage brand to be produced, marketed and distributed by the Dr. Pepper Snapple Group. In order to effectively answer the above question, there are a number of secondary questions that need to be answered to get the full picture. They are as follows: Who would the target market be? What would be the fullRead MoreCase Study on Dr Snapple Group Inc.2428 Words   |  10 PagesUNIVERSITI TEKNOLOGI MARA KOTA SAMARAHAN CAMPUS MKT750 MARKETING MANAGEMENT CASE STUDY DR PEPPER SNAPPLE GROUP, INC. ENERGY BEVERAGE PREPARED BY: RAMSIS ANAK WILLIAM AGIM 2012402536 Strategic Issues and Problems Being the consultant of Dr Pepper Snapple Group, Inc. (DPSG), I am charged to assess whether or not a profitable market opportunity existed for a new energy beverage brand to be produced, marketed, and distributed by the company. The decision to explore aRead MoreDr. Pepper Snapple Group Case Study1520 Words   |  7 Pages DISCUSSION QUESTIONS FOR DR. PEPPER SNAPPLE GROUP _1. HOW WOULD YOU CHARACTERIZE THE ENERGY BEVERAGE CATEGORY, COMPETITORS, CHANNELS, AND DPSGS CATEGORY PARTICIPATION IN LATE 2007?_ In late 2007 the energy beverage category was reaching market maturity and projected to have a slower annual growth rate from 2007 to 2011 (10.5%) than it had between 2001 and 2006 (42.5%). Rising prices, packaging competition, and the introduction of hybrid energy beverages also added to the slower projected growthRead MoreDr. Pepper Snapple Group Case Study Essay1997 Words   |  8 PagesMarcela Beas Dr. Pepper Snapple Group March 5th, 2013 Current Situation Analysis Mission/Vision Statement The Dr. pepper Snapple Group fuses its vision and mission statements saying, â€Å"At Dr. Pepper Snapple Group, it is our vision to be the best beverage business in the Americas. Our brands have been synonymous with refreshment, fun and flavor for generations, and our sales are poised to keep growing in the future.† This stamen is straightforward and informatively average. It establishes the