Snapple's Marketing - An Unconventional Brand's Claim to Fame
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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MKTG148 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
ThemesBrand Management |
| Case Length |
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23 Pages |
| Period |
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1972-2006 |
| Organization |
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Snapple
Beverage Corporation, Quaker Oats, Triarc Group of
Companies, Cadbury Schweppes Plc. |
| Pub Date |
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2006 |
| Teaching Note |
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Available |
| Countries
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USA |
| Industry |
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FMCG |
Abstract:
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Snapple was a popular beverage brand in the USA and several other parts of the
world. The brand was launched by the Unadulterated Food Company in New York, in
1972. Over the years, Snapple came to be known for its unconventional
promotional efforts which earned the brand a substantial fan following.
The Snapple Beverage Corporation became one of the first companies to enter the
'New Age Beverages'market, which included non-carbonated drinks like tea and
juices in the late 1980s. Snapple changed hands several times over the years.
However, barring a few bad years, the brand remained very popular among
consumers.
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This case discusses the growth of the Snapple
brand under the management of the various companies that owned
it at different times. It also talks about Snapple's sales
decline under the management of Quaker Oats, and how Triarc,
which took over the brand subsequently, managed to revive
Snapple's image before selling it to Cadbury Schweppes. The case
concludes with a commentary on Snapple's inability to become a
leading beverage brand despite its strong fan following.
Issues:
» To understand how unconventional marketing can transform an ordinary product
to a popular brand.
» To examine how an unconventional brand managed to tackle competition from
brands from other corporate entities that followed more professional (and
conventional) marketing practices.
Contents:
Keywords:
Snapple, Cadbury Schweppes, New age beverages, Grassroots
marketing, Ready-to-drink tea, Brand management, Unconventional marketing,
Quaker Oats, Target market, Triarc, Celebrity endorsements, Distribution,
Promotion, Brand revival, Brand loyalty
Snapple - The Real Fact !
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