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 : MKTG148 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

 

Themes

Brand Management
Case Length : 23 Pages
Period : 1972-2006
Organization : Snapple Beverage Corporation, Quaker Oats, Triarc Group of Companies, Cadbury Schweppes Plc.
Pub Date : 2006
Teaching Note : Available
Countries : USA
Industry : FMCG

Abstract:

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.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

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:

  Page No.
Snapple - The Real Fact! 1
Background 2
Snapple Over the Years 3
Snapple's Beginning 3
The Quaker Debacle 5
The Triarc Turnaround 6
The Cadbury Schweppes Acquisition 8
Conclusion 14
Exhibits 15

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 ! - Next Page>>

 

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