Executive Summary For Snapple
JRNL 304
Spring 2016
Nisha Margrum
&
Rachel Kovac
Table of Contents
Executive Summary………………………………………………………….pg.
Situation analysis/ SWOT…………………………………………………….pg.
Company Analysis
Market Analysis
Product Analysis
Competitive Analysis
Consumer Analysis
SWOT Analysis
Creative brief and strategy…………………………………………………..pg.
Media Objectives and Strategies……………………………………………..pg.
Target Market Profile
Communication Objectives
Media Strategy
Marketing Communications
Media Investment Plan
Contingency Plan
References
Appendix
Situation Analysis
a.) Company Analysis:
Snapple was created in 1972 by three friends, Leonard Marsh, Hyman Golden, and Arnold Greenburg. They started out as a small business called Unadulterated Food Products, Inc. selling all natural juices with unique flavor combinations. The company started selling carbonated apple juice in which they called “Snapple”. One one flavor that went viral and sold successfully well was Lemon Iced Tea. Snapple’s Lemon Iced Tea flavor caused a Unadulterated Food Products, Inc to increase by 60% producing a cash amount of about $13.3 million. Soon after Snapple became the market leader in selling juice within the region of New York. Snapple then introduced flavors such as mint, …show more content…
Snapples drinks are divided up into the following: Diet, Regular, Tea, Juice drink, and Additional flavors. Snapple’s equity comes from it’s “quirky, everyman vibe” and it’s “differentiation and new taste experiences”. The drink is viewed as somewhat of a luxury good, including natural ingredients, and claiming it’s “the best stuff on earth”. Not being associated with big corporations is good for Snapple’s brand and after its sale to Cadbury, Snapple proved to have brand equity again. Snapple is a fresher and healthier choice as compared to sodas and energy drinks. The product variety is large as each category of Snapple has numerous flavors and sweetness
Spring 2016
Nisha Margrum
&
Rachel Kovac
Table of Contents
Executive Summary………………………………………………………….pg.
Situation analysis/ SWOT…………………………………………………….pg.
Company Analysis
Market Analysis
Product Analysis
Competitive Analysis
Consumer Analysis
SWOT Analysis
Creative brief and strategy…………………………………………………..pg.
Media Objectives and Strategies……………………………………………..pg.
Target Market Profile
Communication Objectives
Media Strategy
Marketing Communications
Media Investment Plan
Contingency Plan
References
Appendix
Situation Analysis
a.) Company Analysis:
Snapple was created in 1972 by three friends, Leonard Marsh, Hyman Golden, and Arnold Greenburg. They started out as a small business called Unadulterated Food Products, Inc. selling all natural juices with unique flavor combinations. The company started selling carbonated apple juice in which they called “Snapple”. One one flavor that went viral and sold successfully well was Lemon Iced Tea. Snapple’s Lemon Iced Tea flavor caused a Unadulterated Food Products, Inc to increase by 60% producing a cash amount of about $13.3 million. Soon after Snapple became the market leader in selling juice within the region of New York. Snapple then introduced flavors such as mint, …show more content…
Snapples drinks are divided up into the following: Diet, Regular, Tea, Juice drink, and Additional flavors. Snapple’s equity comes from it’s “quirky, everyman vibe” and it’s “differentiation and new taste experiences”. The drink is viewed as somewhat of a luxury good, including natural ingredients, and claiming it’s “the best stuff on earth”. Not being associated with big corporations is good for Snapple’s brand and after its sale to Cadbury, Snapple proved to have brand equity again. Snapple is a fresher and healthier choice as compared to sodas and energy drinks. The product variety is large as each category of Snapple has numerous flavors and sweetness