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LUZARAN, Xelina Diane B.

Management Research Seminar I

July 3, 2013

THE MANAGEMENT/RESEARCH QUESTION HIERARCHY: THE CASE OF SNAPPLE 1. MANAGEMENT DILEMMA Snapple has experienced a yearly decline in sales, from 1994 to 1997, when Quaker has taken its command over it.

2. MANAGEMENT QUESTIONS How can Triarc improve on the sales of Snapple, to get Snapple back on track?

3. RESEARCH QUESTIONS     Should Triarc develop an effective communications strategy to revitalize the brand? Should Triarc re-emphasize Snapple’s essential qualities and pivotal characteristics to make the consumers continue believing in the brand? Should Triarc develop a positioning that will make Snapple a relevant brand in the lives of its consumers? Should Triarc fix the distribution scheme of Snapple?

4. INVESTIGATIVE QUESTIONS     What is the likelihood that the consumers will see the effectiveness of the new marketing strategy for Snapple? What is the likelihood that consumers and even former consumers will still patronize and re-patronize the brand? What is the likelihood that consumers will see Snapple as a relevant brand in their lives? What is the likelihood that Triarc will be able to identify what areas are considered as “Snapple territories,” where it can best distribute Snapple?

5. MEASUREMENT QUESTIONS  In your opinion, how can Triarc be able to develop an effective communications strategy for Snapple? Please check all that applies. [ ] Clearly define the brand’s image and its purpose [ ] Prove well its health claims (100% natural)

(1 being the highest) [ [ [ [ [ [ ] reaction to modernity ] healthy ] fun ] personal ] vividly sensual ] social    What do you like best about Snapple? _____________________________________________________________ What do you not like about Snapple? _____________________________________________________________ Please describe your Snapple experience. __________________________________________________________________ __________________________________________________________________ _____________________________________________________________ What do you think best differentiates Snapple among other drinks? __________________________________________________________________ __________________________________________________________________ _____________________________________________________________ Where do you want to purchase your Snapple? ______________________________________________________________   .[ [ [ [  ] Emphasize its essential qualities and pivotal characteristics ] Reveal the benefits that consumers can get from drinking Snapple ] Describe the Snapple experience ] Others ___________________________ Among its essential qualities and pivotal characteristics. which can make the consumers continue believing in the brand? Please rate according to importance.