Snapple's Marketing - An Unconventional Brand's Claim to Fame
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Case Details:
Case Code : MKTG148
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
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Excerpts Contd...
The Triarc Turnaround
Triarc acquired Snapple in early 1997, for $300
million. The company added Snapple to its beverages portfolio which
already included the Mistic, Stewart's, and the Royal Crown brands. In
May 1997, when Triarc bought Snapple, its sales were 42 million cases.
Triarc named Mike Weinstein (Weinstein) as CEO of its beverages division
and Kenneth Gilbert (Gilbert) as senior vice president of marketing...
The Cadbury Schweppes Acquisition
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Triarc had reestablished Snapple as one of the leading ready-to-drink tea and
juices brands by the time Cadbury Schweppes took over SBG. Snapple had a 28%
market share in the premium beverages category as of mid-2000.
Cadbury Schweppes continued with Snapple's unconventional marketing. After the
acquisition, Gilbert decided to take a break, and Weinstein was given an
extended contract with SBG, but he too did not remain with the company for long.
The changes in management did not affect Snapple's growth, as Cadbury Schweppes
continued from where Gilbert and Weinstein had left off, in terms of branding
and positioning...
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Conclusion
Snapple was considered by many to be a good example of a conventional product
that was marketed in an unconventional fashion. Over the years, the brand
used various innovations and marketing strategies to remain popular in the
market, and also built up a loyal fan following...
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Exhibits
Exhibit I: Snapple's Portfolio of Drinks in 2006
Exhibit II: Snapple's Retired Flavors
Exhibit III: Snapple's Fruits Ad in 2001
Exhibit IV: Sales and Market Shares of Ready-to-Drink Tea Brands in
U.S.A in 2002
Exhibit V: Snapple Kiwi Teawi Iced Tea
Exhibit VI: A Screenshot from Snapple's 'Real Experiences' Ad Campaign
Exhibit VII: Examples of Snapple Real Facts |
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