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Snapple Case Study

Snapple Case Study

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Published by Donga Gautam
Snapple Case study
Snapple Case study

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Categories:Business/Law
Published by: Donga Gautam on Jul 30, 2011
Copyright:Attribution Non-commercial

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01/15/2013

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GautamRohanVaishali
SNAPPLEREVITALISING A BRAND
 
‡
Itbeginswithfounders,inthiscase,threeentrepreneursworkinginanaturalfoodstoreintheEastVillageofNewYorkCityin1972.
‡
Inthe1980sSnappleessentiallycreatedtheno-carbonatedsegmentofready-to-drinkbeverageswithitsintroductionofready-to-drinkfruitjuicesandicedtea.
‡
By1991,Snappleemergedasanationallyrecognizedbrand.
‡
In1992,SnapplemanagementraisedcapitalbysellingamajoritystakeofthefirmtoThomasH.Lee.
Introduction
 
The Snapple formula
‡TacticsdevelopedforSnapple
Differentiatingcompanyfromthecompetitorbyprovidingvarietyofproducts.
Concentrateonthesegmentswheredemandfortheproductishigherbyassigningateamforparticularmarkettohaveearlymarketingefforts.
Owndistributionchannel.
Positionedasapremiumproduct.

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