SNAPPLE REVITALISING A BRAND

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 1972. In the 1980s Snapple essentially created the no-carbonated segment of ready-to-drink beverages with its introduction of ready-to-drink fruit juices and iced tea. By 1991, Snapple emerged as a nationally recognized brand. In 1992, Snapple management raised capital by selling a majority stake of the firm to Thomas H. Lee.

The Snapple formula

Tactics developed for Snapple Differentiating company from the competitor by providing variety of products. Concentrate on the segments where demand for the product is higher by assigning a team for particular market to have early marketing efforts. Own distribution channel . Positioned as a premium product .

Snapple Brand equity

In 1994 Snapple was experiencing tremendous growth. Consumer love Snapple. The name Snapple was catchy . The name is one of the most user friendly and consumerfriendly. Word-of-mouth advertising. Successful ad campaign like, Wendy the Snapple Lady

The new age Beverage Market

The market is divide in to eight different group
Ready-to-drink tea Sports beverages Plastic bottled water Single serve fruit beverages All-natural soda Sparkling flavored water Sparkling fruit beverages Ready-to-drink coffee

Customer generally selected beverages based on fashion, taste and status related consideration This are the factors that play a critical role in the consumer buying behaviour. Distinctive Flavors Quality ingredients Clean labels Product Packaging Pramotion

New Competition
Entry of the Pepsi with Unilever. Lipton iced tea as ready-to-drink package. Tetley Coca Cola enter with Fruitopia. Arizona Iced Tea.

The Quaker Oats takeover

Quaker Oats acquire Snapple at $1.7 billion. Promotional activities by Quaker Oats

Wendy look-alike contest Web surfing A cooking demonstration Trivia contest

Raffles Miniature golf Carnival games

Snapples Healthy Reputation began to Suffer

The Center for Science in the Public Interest- pointed out that Snapple drink contain Sweetened water Less than 10% fruit juice More calories than a coke.

New Strategy By Quaker

People for brand management positions Reduced number of flavors offered Reduced contract manufactures Tripled ad budget Made changes to the flavor line. New packaging Process order faster and make plant efficient

TRIARC Enters the Picture

In 1997 Quaker sold Snapple to the Triarc Beverage group fro $300 million. At that time consumer had more choice between ready-todrink beverages than ever before. Many new brands enter in the market rapidly.

Strategy by Triarc
Edgy advertising Strong Distribution relationship Colorful labels Focused street sales. Take back Wendy Kaufman

New product development

New product development

New product development

New product development

Triarcs plans for further growth

Back-to-the-root advertising campaigns Sponsorship program Launch of Snapples website Innovative outdoor campaign Television advertising

Brand Extension
 In 2000 Snapple introduce four new candy products Snapplets hard candy Beans jelly beans Fruits chewy candy Whirls gummies

The Sales of Snapple Again

 In 2000, Cadbury Schweppes purchase Snapple Beverage Group for $1.45 billion.

 Kept Snapple management intact  Maintain the existing distribution channel  Also did not change the CEO.

Competitive Environment
In 2002, Beverage world reported that 1235 new beverage products were introduced in the United states alone. In 2003, only 250 of those products were on the market

Introducing Energy Drink

In 2001 Venom, designed to compare with Red Bull, Coca Cola KMX and Anheuser-Buschs 180

Promotion Whats your story?

Dye Hard Snapple Tour

The Tour attracted audiences as large as 50,000 and huge media attention. The14,000 mile tour generated more than 70 million PR impressions.

Official Beverage of New York city

Official Beverage of New York city

In 1999, announced that Snapple was the Official iced tea of the New York Yankees. Snapple and the city of New York announced a fiveyear, $ 166million vending and marketing agreement in 2003. The agreement made Snapple the exclusive provider of water and fruit juices in the citys 1200 school.

Innovation At Snapple

Diet Snapple

Snapple-a-day

Kiwi eawi Iced ea

Green Apple, Nectarine and Raspberry