Snapple case study solution

Quaker had only one beverage brand in the market and tried to sell Snapple the same way as Gatorade. Triarc efforts to reestablish brand value were: Casual approach towards product development. Not only this, but they heavily marketed using advertising and PR activities. Secondly Triarc must implement a marketing plan that embraces the unique characteristics that set it apart from the competition in the beverage industry. Consumers loved Snapple the name was catchy and they had a successful ad campaign, Wendy the Snapple lady. They began to shift back towards purchasing other read-to-drink beverages. Positioned as a premium product. Studies showed that ready-to-drink beverages were selected almost strictly based upon fashion, taste, and status related considerations. After acquiring Snapple to enter the food and beverage sector, Triarc faced many challenges. Further, they tried to rationalize distributions of both Snapple and Gatorade and negotiate deals with distributors and distributor councils which were unsuccessful. They were not going to make the same mistakes that Quaker made. Most importantly, they had to reconnect the brand with its consumers. They used product placements Seinfeld and Sleepless in Seattle , sponsorship from celebrities, consumer composed jingles, and other alternative means to get consumers to believe they were a fun, innovative, popular and fashionable brand.

There are various options that Triarc can choose to adopt. Studies showed that ready-to-drink beverages were selected almost strictly based upon fashion, taste, and status related considerations.

Quaker and snapple merger case study

As they were the first ones in this business, they got a chance to charge high prices and experiment products. Consumer love Snapple. Quaker had amazing success with Gatorade and was keen to apply its proven approach to another beverage brand also. The Snapple formula Tactics developed for Snapple Differentiating company from the competitor by providing variety of products. Snapple Brand equity In Snapple was experiencing tremendous growth. You are on page 1of 33 Search inside document Gautam Rohan Vaishali Introduction It begins with founders, in this case, three entrepreneurs working in a natural food store in the East Village of New York City in Triarc also used grassroots activities and reintroduced Wendy who helped bring back the fun and quirky image of Snapple. The results from the study also suggested that most of the Snapple consumers still associate Snapple with Wendy Kaufman. Proceed For this reason, Snapple gained appeal through alternative means of marketing. Secondly it is unlikely to reestablish relationship with relations with Stern and Limbaugh because of the way the relationship was ended. It mentions that there was a time when consumers did connect really strongly with Snapple. Lipton iced tea as ready-to-drink package. Triarc had to reverse sales, revamp the distribution system and create new products that would enable growth.

Later, she became the unofficial spokesperson of Snapple. It mentions that there was a time when consumers did connect really strongly with Snapple.

Snapple case study solution

In the s Snapple created the no-carbonated segment of ready-to-drink beverages like iced teas, fruit juices, diet juices, seltzers, isotonic sports drink and a Vitamin Supreme. Primarily Triarc should implement the suggestions made by Snapples advertising agency, Deutsch Inc.

snapple brand positioning

Wendy was the person that consumers related to, and Wendy single handedly maintained an image of the company as small and caring. The brand was based in New York City which proved to be beneficial with regards to marketing, having great access to media and celebrities gave the brand exposure to national brand recognition.

Additionally should increase the availability of Snapple in the supermarkets. Their new products and alternative means of marketing returned Snapple to the success it had once had.

Snapple case study questions

The decisions taken by Quaker were; Quaker sought to eliminate Snapple cost by shipping direct to supermarket warehouse and sees market strengths in the Northwest Coast. Concentrate on the segments where demand for the product is higher by assigning a team for particular market to have early marketing efforts. In the s Snapple created the no-carbonated segment of ready-to-drink beverages like iced teas, fruit juices, diet juices, seltzers, isotonic sports drink and a Vitamin Supreme. Biggest mistake was that Quaker fired Wendy and also terminated contracts with Radio personalities such as Howard Stern and Rush Limbaugh, causing additional damage to Snapples image. Did Quaker make an error in buying Snapple or did they just manage it badly? However, Snapple faced some very different dangers in the Cadbury acquisition compared to the Quaker acquisition. Many new brands enter in the market rapidly. You are on page 1of 33 Search inside document Gautam Rohan Vaishali Introduction It begins with founders, in this case, three entrepreneurs working in a natural food store in the East Village of New York City in Secondly it is unlikely to reestablish relationship with relations with Stern and Limbaugh because of the way the relationship was ended. In my opinion, I would have first of all held a press conference to clarify to the consumers and in general to the public of why the merger took place. Quaker should have evaluated Snapples growth prospects more realistically and used a more modest growth rate. Snapple's brand slogan is "Made from the best stuff on Earth. In , Snapple management raised capital by selling a majority stake of the firm to Thomas H. The market segment has been difficult to define, Snapple is neither considered to be a lifestyle brand nor a fashion brand but saying that it is an alternative beverage category would be sufficient. Lastly and most importantly must focus on taking an initiative to increase Snapples warm channel availability.
Rated 5/10 based on 104 review
Download
Snapple Case Study