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    Snapple

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    Maimoona Asad
    This document summarizes the rise and fall of the Snapple beverage brand. Snapple grew from a local to national success in the 1980s by appealing to health-conscious consumers with its variety of natural beverages. However, after being acquired by larger companies like Quaker, Snapple struggled with loss of brand identity and mismanagement of its image. By the time it was acquired by Triarc, Snapple's revenue had declined significantly. The new owners face challenges in reviving Snapple by reconnecting with what made it initially successful through marketing focused on the brand's unique characteristics.

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    Snapple

    Uploaded by

    Maimoona Asad
    89 views12 pages
    This document summarizes the rise and fall of the Snapple beverage brand. Snapple grew from a local to national success in the 1980s by appealing to health-conscious consumers with its variety of natural beverages. However, after being acquired by larger companies like Quaker, Snapple struggled with loss of brand identity and mismanagement of its image. By the time it was acquired by Triarc, Snapple's revenue had declined significantly. The new owners face challenges in reviving Snapple by reconnecting with what made it initially successful through marketing focused on the brand's unique characteristics.

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    This document summarizes the rise and fall of the Snapple beverage brand. Snapple grew from a local to national success in the 1980s by appealing to health-conscious consumers with its variety of natural beverages. However, after being acquired by larger companies like Quaker, Snapple struggled with loss of brand identity and mismanagement of its image. By the time it was acquired by Triarc, Snapple's revenue had declined significantly. The new owners face challenges in reviving Snapple by reconnecting with what made it initially successful through marketing focused on the brand's unique characteristics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    89 views12 pages

    Snapple

    Uploaded by

    Maimoona Asad
    This document summarizes the rise and fall of the Snapple beverage brand. Snapple grew from a local to national success in the 1980s by appealing to health-conscious consumers with its variety of natural beverages. However, after being acquired by larger companies like Quaker, Snapple struggled with loss of brand identity and mismanagement of its image. By the time it was acquired by Triarc, Snapple's revenue had declined significantly. The new owners face challenges in reviving Snapple by reconnecting with what made it initially successful through marketing focused on the brand's unique characteristics.

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    Snapple

    Presented by


    Overview
    Tells the story of Snapple's rise and fall,
    and poses the question "Can it
    recover?"
    Many soft-drink brands flourished in the
    1980s serving New York's Yuppies, but
    only Snapple made the big time.
    Cont.
    It went from local to national success and was poised to
    go international when the founders sold out to Quaker.
    The brand proved harder to manage than Quaker
    anticipated and in 1997 was sold for a fraction of its
    acquisition price.
    The case presents factors accounting for the growth and
    decline and provides a qualitative study of the brand.
    What action should the new owners take?

    Challenges
    Poor brand image
    --Snapple fired their beloved spokes person,
    Wendy
    --Previously quirky image is obscured by the
    perception that Snapple is a corporate sell
    out

    Declining revenue
    --When bought by Triarc, Snapple's revenue had
    decreased to nearly half of what it was at the time
    of acquisition of the Quaker
    Competition
    --Competitors have entered the beverage market
    with an array of similar fruit juices and tea products

    Snapples early success
    First, Snapple offered a broad line of beverage
    products accompanied with 100% Natural that
    appealed to young, health conscious New York
    professionals in the 1980s.
    Second, Snapples proximity to New York City
    proved to be beneficial for marketing its products.
    Exposure to the media and celebrities helped the
    local company gain national attention.
    Third, outsourcing the production and product
    development and built a network of distributors across
    New York.
    Fourth, the premium pricing of its products enabled
    Snapple to be profitable, despite many failures. Premium
    pricing on the successful products covered losses on the
    failures.
    Fifth, Snapple successfully promoted and advertised its
    products with an offbeat blend of public relations and
    advertising using celebrities.


    Quaker Acquisition
    Cultural differences between both brands and
    differences in operating styles between both
    companies.
    Snapple and Gatorade appealed to different
    audiences in different markets. Quaker failed to
    acknowledge or accept the cultural differences
    between the brands, and as such, Snapple lost
    market share and brand image.

    Quaker alienated Snapples network of established
    distributors by attempting to force a partnership. Quaker
    destroyed healthy relationships that took Snapple years to
    develop.
    Quaker failed to recognize that offering Snapple in larger
    package and bottles sizes would be unsuccessful given
    that Snapple sold best in 16-ounce containers. The mass-
    market operating style for Gatorade was not conducive
    to Snapples traditional business.

    Core Issues
    Loss of brand identity

    Mismanagement of established image

    Termination of key spokespeople

    Unorganized distribution system
    Recommendation
    Trairc needs to revitalize the brand by introducing
    a marketing plan focuses on the unique
    characteristics that made it successful initially.
    Trairc needs to reintroduce Snapple with
    advertising campaigns in radio, television, print,
    etc.
    Use of 4Ps (Product,Price,Place,Promotion)

    THANKYOU

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