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Snapple Research (Part I)

Identifying the challenge presented in the Snapple Case


Snapples 2017 campaigns goal is to target two different kind of Snapple markets in the United States: The Heartland
market, which is New England (Northeast) and the Non-Heartland market, which is the rest of the country.
Heartland

Non-Heartland

Continue to build a strong affection to


Snapple

Increase brand awareness in the rest of the country. (Mostly first What is
Snapple?)

The heavier users purchases more Snapple

Try more Snapple compared to trying different drinks

Snapple in 2017 also wants to grow the purchase frequency rate for the Heartland and Non-Heartland consumers. In the
Heartland market, we want to grow brand relevance. In the Heartland, 50% of consumers think of Snapple while
craving a tea or juice drink. Therefore, Snapple wants to increase this percentage. In the Non-Heartland market, 90% of
consumers are aware that Snapple exists, but only 15% of consumers think of having Snapple as their top tea or juice
drink.
Heartland

Non-Heartland

Current Purchase Rate

9x per year

1x per year

Goal Purchase Rate

10x per year

3x per year

This campaigns main goal is to grow Snapple volume in the United States in both markets by using Snapple brand
equities, personality and behavior. Snapples main brain equities is the shape of the glass bottle Snapple produces, the
pop of the cap, reading the Real Fact and the broad variety of flavors made from the best stuff on Earth. Snapple has
been competing in the LRB (Liquid Refreshment Beverage) category in the United States.
AriZona

Lipton

Brisk

Snapple

-0.2 % decline this year

+ 13% growth this year

-6% decline this year

+7.8% growth this year

Tea purchasing has increased +14% since 2010, which is why its so crucial to get hold of the Non-Heartland
consumers. Based on this data, we can market Snapple exclusive drinks for the Non-Heartland market.
Research objectives and overview
OBJECTIVES
With these set goals in mind, such as to increase brand awareness for the Non-Heartland market, and to continue to
grow and build a strong affection for Snapple in the Heartland market, we needed to conduct more research to figure
out how to effectually produce a successful campaign for Snapple.
METHODS OVERVIEW
After identifying our target market, we conducted primary research to determine what it will take to increase Snapple
volume intake and increase brand awareness in the Non-Heartland market and how to continue to grow and build a
strong affection with Snapple in the Heartland consumer market. We received 1,163 responses to our survey about
volume intake of Snapple. In our survey, we were able to determine the consumers collective mind about their
purchasing behavior of Snapple and Snapples competitors such as AriZona, Brisk, Lipton, Pure Leaf and Gold Peak.
Discovering perceptions/understanding perceptions
DISCOVERING PERCEPTIONS

Increasing the percent of volume intake of purchase frequency for Snapple is a goal that we need to reach. By
conducting a primary research survey, we are able to more fully understand our consumers in both market groups. We
are able to create a successful campaign for Snapple. In this survey we found out that there was 97% out of the overall
1,163 responses that were aware of Snapple, and 73% were familiar with the company, which was a good sign for our
overall goal. Within Snapple teas and juices, 64% from the overall 1,163 responses were aware of Snapple tea varieties,
and 50% of the population from the survey were familiar with the Snapple juice line. Out of the 1,163 responses, only
35% were aware of Diet Snapple. However, 57% of the participants somewhat enjoyed Snapple. Of the participants
that most enjoyed Snapple, 52% liked tea and 29% preferred Snapples juices. Out of the 1,163 participants that took
this survey, 59% were motivated to drink Snapple because of its taste. Out of the 1,163 responses people were
moderately familiar with AriZona, slightly/moderately familiar with Brisk, moderately familiar with Lipton, slightly
familiar with Pure Leaf and slightly familiar with Gold Peak Tea. Based on this survey, we found out that 73% of
respondents did not consume at least one Snapple product per week. This is an interesting result because it can help us
with understanding and increasing purchase frequency for Snapple products. From this survey, we can also see that
56% of consumers drink juice less than once per week and 75% indicated that they drink diet beverages less than once
a week. These results can help us better understand the differences between the Heartland and the Non-Heartland
preferences on drinking juices, teas and diet drinks and can help us better understand how to produce a successful
campaign.
UNDERSTANDING PERCEPTIONS
From this primary research we were able to understand the Snapples consumers collective mind and behavior of
purchasing Snapple. A couple of interesting things became clear to us, such as that consumers are aware that Snapple
exist out there, but there are less consumers that know that Snapple diet drinks exist. Another thing we learned that
there is a low percent of consumers that prefer the Snapple juices, and we could increase awareness of that concept of
Snapple. The third important concept that we learned from this survey is that there is a very high number of consumers
that do not consume at least one Snapple product once a week, and it is very important to increase on that percentage.
The Target Audience
The target market for the Heartland and the Non-Heartland is 18-49 years old and the bulls eye target is 30 years old.
The consumer is a positive person that celebrates the little things in life and likes to bring a bright spot to his/her day.
He/she also appreciates that Snapple is made from the best stuff on earth and he/she is not conscious about health, and
he/she is also looking for a wholesome beverage to relax with throughout his/her busy day.
To produce an effective and successful campaign, Snapple wants and needs to move their focus back to messaging
what makes Snapple so unique such as:
Simple ingredients
Snapple Facts
Unique sound of the cap pop
This new campaign should have the upbeat, not-too-serious, and genuine tone of Snapple.
Competitive market analysis/SWOT analysis
Strengths: Snapple is recognized by the LRB (Liquid Refreshment Beverage) category in +7.8% growth, has brand
equities that offer consumers simple ingredients in their teas or juices. The unique sound of the cap pop and afterwards
reading the Snapple facts called Real Facts, the glass bottles they produce, and the broad variety of flavors made
from the best stuff on Earth.
Weakness: There is too much variety of drinks and it is hard for the consumer to choose what to drink. Snapple has a
low purchase frequency in the Non-Heartland market. Snapple is viewed as an unhealthy drink compared to their
healthy drink competitors. In this past year within the juice and tea category, AriZona is the brand with the highest
sales volume, followed by Lipton and Brisk. Snapple is fourth on the list.
Opportunities: With this new campaign, we want to increase the size and influence of purchase frequency of Snapple.
We also want to create a new opportunity for the Non-Heartland to bond and create a brand loyalty with Snapple.
Threats: Consumers are not able to afford Snapple compared to their competitors. Based on the survey we conducted,
consumers drink less juice and teas on a weekly basis.

Which research methods will be conducted


We worked by creating a step-by-step research survey which allowed us to tackle the challenges facing Snapple: to
increase volume intake and increase awareness. Based on our results, in our survey we realized we found a pattern
indicating that there is a lack of brand loyalty to Snapple; this information allows us to build a successful campaign for
Snapple to penetrate the LRB market in the Non-Heartland and Heartland market. Our next step for our research is to
conduct direct surveys to broaden our research and knowledge about more direct consumers behaviors and their
collective mind about Snapple and their competitors.

Results of the survey specifically (please interpret these)


Provide solution
Based on the survey results, our solution is to create a campaign for the year of 2017 where there will be:
1. To increase Snapple awareness first in the Non-Heartland and increase familiarly in the Heartland.
2. Grow purchase frequency for Snapple in both target markets Heartland and Non-Heartland.
3. Create a campaign that is upbeat, not-too-serious and has a genuine tone of Snapple.
4. To increase media exposure for Snapple products because Snapples target market is 18-49 years old and
its bulls eye is 30 years old.
5. Increase social media presence, create interactive apps because these social media platforms are going to
appeal to their audiences.

We will do this by creating a promotional campaign that will go all through the year 2017, with competing events by
creating a nationwide trivia competition using real facts underneath Snapples caps. This campaign will establish the
connection between Snapple and the consumer in a much deeper level and create brand loyalty and good competition
within the Snapple product and community.