Marketing and Snapple Corporation - 2466 Words

Report On Snapple: Revitalizing a Brand Prepared for: Mahbub Hossain Group Members: Mahbub Md. Rakib 08-10322-1 Farzana Tuli 08-10322-1 Farzana Tuli 08-10322-1 Farzana Tuli 08-10322-1 ACKNOWLEDMENT 3 EXECUTIVE SUMMARY 4 INTRODUCTION 5 Question-1 How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brand’s existing personality and image? 6 Question-2 Where did Quaker go wrong? What could it have done differently? Is Cadbury in danger of making the same mistakes as Quaker did? 8 Question-3 How effective and appropriate do you think Triarc’s marketing program was? How effective and appropriate do you think†¦show more content†¦By 1990s Snapple emerged as a nationally recognized brand.. With the combination of a unique product and package design and colorful advertising the company achieved nationally recognized brand. Later Snapple went through several management system and owners. Quarker Oats purchased Snapple for $1.7 billion but for poor management system he was unable to capitalize the brand’s previous success. After Quarker sold it to Triarc Beverage Group the brand faced a new challenge to reconnect with consumers. 1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brand’s existing personality and image? Answer: The roots of Snapple Corporation date back to 1972 in Brooklyn. In 1980s Snapple introduced ready-to-drink fruit juices and iced teas. Snapple was the first company to sell its drinks in single serving wide-mouthed glass bottles rather than aluminum cans. By 1991 Snapple emerged as a nationally recognized brand. Snapple’s Brand Image: The image that Snapple has is somewhat like the luxury good for the average person- a Porsche for the poor. It defines itself as new age and quirky. It has some similarities with Red Bull in that it created a product category and did it their own way but it is less edgy and geared more to mainstream America. It has a quirky and a bit of a rebellious everyman vibe. It equity comes from being aShow MoreRelatedSnapple Case Study948 Words   |  4 Pagesuser 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 SleeplessRead MoreSnapple Case Stud y1175 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 MoreCase: Dr Pepper Snapple Group, Inc.: Energy Beverages807 Words   |  4 PagesCase: Dr Pepper Snapple Group, Inc.: Energy Beverages Texas Aamp;M Corpus Christi Marketing Management MKTG-5320 Case: Dr Pepper Snapple Group, Inc.: Energy Beverages Introduction Dr Pepper Snapple Group, Inc. decided in September of 2007 to explore the profitability of expanding into the energy beverage market. Dr Pepper Snapple Group, Inc. is a major competitor in the flavored carbonated soft drink (CSD) market, and also has a strong presence in the non-CSD market. The energy beverageRead MoreQuaker s Reasons For Buying Snapple And Snapple Essay1149 Words   |  5 Pages1. Quaker’s reasons for buying Snapple and their strategy for Snapple Quaker wanted to expand their footprint in the beverage industry and add Snapple to create the most innovative distribution system in the industry. They expected the following benefits: - For consumers: Snapple and Gatorade will be available in many more locations - For trade customers: more merchandising, points of sale, and in-store refrigerators - For Snapple: Quaker’s resources, management skills, packaging experience, supplyRead 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 MoreDr Pepper Snapple Group1391 Words   |  6 PagesDr Pepper Snapple Group, Inc. Energy Beverages Author: Ravi Sockalingam, PhD Dr Pepper Snapple Group, Inc.’s brand manager Andrew Barker was tasked with recommending the company’s top management if it should decide to introduce a new branded product into the energy beverage market. A brief overview of the company’s position Dr Pepper Snapple Group, Inc. maintains a well-entrenched position in the flavored carbonated soft drink (CSD) market. In 2007 he held a market share of the US CSDRead MoreCase Study - Dr Pepper873 Words   |  4 PagesPractice Case 1: Dr Pepper Snapple Group, Inc: Energy Beverages 1. How would you characterise the energy beverage category, competitors, consumers, channels, and DPSG’s category participation in late 2007? Energy Beverage Category: Energy drinks provide consumers with a boost of energy and they fall under the category of functional drinks. Functional drinks are non-alcoholic drinks which include ingredients such as herbs, vitamins, minerals, amino acids or other nutritional ingredients. OtherRead MoreThe Merger And Acquisition Of The Quaker Oats Company1202 Words   |  5 Pagesunsuccessful mergers/acquisitions that my review is based upon is Quaker Oats Company merger with Snapple Beverage Company, and American Online merger with Time Warner (History, 2011). The Quaker Oats Company (QOC), founded in 1877, produces a variety of products ranging from oat bars, to rice cakes (History, 2011). QOC produced Gatorade and sought to expand their beverage line with the merger/acquisition of Snapple Beverage Company (SBC) (History, 2011). SBC was founded by Leonard March, Hyman Golden andRead MoreMarket Analysis : Current Market Situation1723 Words   |  7 PagesCompany, 2015). Due to many counterfeits of the Coca-Cola product, Alexander Samuelson designed the unique shape of the Coca-Cola bottle. The shape of this bottle was patented on November 16, 1915. In 1930, the company created the Coca-Cola Export Corporation in order to market in different countries outside of the United States (Coca-Cola Company, 2015). A year later, the company launched an advertising program that starred Santa Claus holding a Coca-Cola. During the Second World War in 1942, the Coca-ColaRead MoreDr. Pepper Snapple Group Inc.2047 Words   |  9 PagesAction Plan: Dr Pepper Snapple Group, Inc. Energy Beverages Action Plan: Dr Pepper Snapple Group, Inc. Energy Beverages Inhoud Introduction. 3 Analysis. 3 The Market. 3 Competitors. 4 Customer behaviour. 4 Marketing Mix 4ps. 5 Product. 5 Place. 5 Price. 5 Promotion. 5 Recommendation. 6 Target Market. 6 Product Line and Positioning. 6 Marketing. 6 Advertisements and Promotion. 6 Pricing. 7 Introduction The history of Dr Pepper Snapple Group Inc. is very complex