Product: 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 “100% Natural” and proved to be quite popular among a very difficult to define market segment. Snapple was neither defined as a “lifestyle” brand or a “fashion” brand‚ it was somewhere in the middle‚ generally grouped
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is a customer-based brand. Snapple is the first company to produce a complete line of all-natural beverages and they were “made from the best stuff on earth.” In 1980‚ Snapple created the non-carbonated ready-to-drink beverages with fruit juices and iced teas. Snapple brand equity: Customers love Snapple The name of “Snapple” is attractive Quirky Logo and packaging Word-of mouth advertising Advertisement with Wendy “the Snapple Lady” is very special Where did Quaker go wrong? What might they have
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Case Analysis: Snapple Steals Share I. Point of View This case study examines the critical decisions to be made by Arnold Greenberg‚ Chief Operating Officer (COO) of Snapple. The point of view of the latter was chosen since his role is increasingly important to the company’s ability to execute its strategy. The chief operating officer’s main concern is to come up with strategies that will drive operational excellence and high performance in the operation of the business. His
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SNAPPLE In this case the important question is: “What should Mike Weinstein do?” However‚ to address this question it is best to look at the history of Snapple and consider the following issues: In the period of 1972 to 1993‚ why do you think that Snapple flourished when so many small startup premium fruit drinks stayed small or disappeared? Explore each of the Four Ps (as you decide where to give credit). Now look at the period from 1994 to 1997. Did Quaker make an error in buying Snapple
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Snapple Case Study Solution 1. From 1972 to 1993‚ why did Snapple flourish when so many small start-up premium fruit drinks stayed small or disappeared? As described in the case study‚ Snapple flourished throughout 1972 and 1993 due to various reasons. Firstly‚ as the owners of Snapple realized that the popularity of no preservative fruit juices was increasing‚ they ceased the opportunity and decided to make a business out of it. As they were the first ones in this business‚ they got a chance
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Executive Summary During 1987 – 1993‚ Snapple was one of the successful brands of a variety of non-carbonated beverages that targeted mainly towards the young‚ health conscious consumers. Snapple provided many varieties of flavour to its consumers and placed them in different market segments which were mainly cold channel distributions. With a premium pricing strategy‚ it had price as an indicator of quality and was consistent with its positioning strategy. The success of its marketing strategies
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known as a popular and user friendly “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
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Snapple Case Study Evaluation: Question and Answers 1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brands existing personality and image? Snapple’s brand image can be characterized “New Age” (pg. 329). Snapple was a nationally recognized brand on the rise in the beverage industry. Their brand image reflected on the quality of naturally flavored drinks which
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Quaker Oats- Gatorade/Snapple Background Quaker Oats acquired the Gatorade brand in 1983 but the sports drink actually was developed in 1965 for the University of Florida Gators. At the time of the acquisition Gatorade sales were about $100 million. But the most notoriously known sports drink would grow in sales to over $1.1 billion worldwide by 1994. Gatorade wasn’t the only division produced by Quaker Oats. The company also had divisions in breakfast foods‚ pet foods‚ golden grains‚
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Snapple In 1972‚ Brooklyn New York‚ Snapple commenced its modest beginnings. Starting in apple flavor‚ Snapple was sold in health-food stores but became successful when it started launching innovative products based on fruit juices and teas. Snapple was marketed with the accompanying mantra of "100% Natural" which made the brand quite popular and it helped it survive in its market segment. Being neither a lifestyle nor a high class brand‚ Snapple was considered a mid class brand. The price
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