Preview

Snapple Case

Satisfactory Essays
Open Document
Open Document
344 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Snapple Case
In the period 1972 to 1993, why do you think Snapple flourished when so many small startup premium fruit drinks stayed small or disappeared?

Snapple started up with a mission focused on advertising a health-conscious product that was targeted for young professionals. They first grew the business from Boston distributors through distributors across NY, NJ, and PA. Boston was key to the East Coast Snapple success as it grew from selling 250,000 cases a year to selling 1 million cases a year. In 1984 the founders hired professions management to help grow the company. So they hired Carl Gilman from Seven Up to run the sales and marketing for Snapple. He increased advertising by 1 million and focused to build the East Coast Snapple image with the idea “The stronger we build the East Coast, the more the West Coast will want us.” From 1984 to 1986 Snapple’s sales doubled from 4 million to 8 million. Then Snapple made Wendy Kaufman a spokes model for the product and starting focusing on supermarkets. Supermarkets eventually accounted for 20% of Snapple sales. Sales: 1989 80 million – 1992 231 million – 1993 516 million

Now look at the period from 1994 to 1997. Did Quaker make an error in buying Snapple or did they manage it badly? Explain

Buying Snapple was an overall bad decision for Quaker. Quaker is not known as a big beverage company and they tried to be someone they weren’t. At the time Gatorade was Quaker’s main brand for beverages contributing to 1.1 billion in sales. That’s nearly twice the amount of sales that Snapple had the previous year. Gatorade and Snapple are two different markets of the beverage industry so they can’t be advertised together. Gatorade promoted an active lifestyle and Snapple promoted fashion. Because Quakers main focus was on Gatorade they expanded to 8 flavors, 3 different sizes, and expanded the market globally into 26 foreign countries. Because of the lack of attention and advertising Snapple got by Quaker the sales dropped

You May Also Find These Documents Helpful

  • Powerful Essays

    Evaluate the relative importance of the following factors in Cadbury’s success as a company up until 1939: a) Quaker values b) Sales and marketing c) Product innovation…

    • 1573 Words
    • 7 Pages
    Powerful Essays
  • Better Essays

    The Dr Pepper Snapple Group became a publicly-traded and stand-alone company on the New York Stock Exchange on May 7, 2008. This was the result of Cadbury, plc spin off in which Americas Beverages group of business entities was held by Cadbury Schweppes. DPS integrated business model enables them to market more than 50 brands of premium beverages consisting of teas and juices; waters and mixers, and carbonated soft drinks as they manage the entire value chain from innovation to the shelves of stores (Drpeppersnapplegroup.com, 2014).…

    • 1047 Words
    • 4 Pages
    Better Essays
  • Satisfactory Essays

    The soft drink industry is profitable as these drinks can be easily produced and that to with very less cost, so they followed a low cost strategy and by doing so they were able to earn huge profit margins and more quantity means more profit. They were also huge dealers for food chains like KFC, MCD etc and several other gas stations.…

    • 373 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    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…

    • 1004 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Cadbury Crush Case

    • 1610 Words
    • 7 Pages

    According to Exhibit 5, from 1985-1989, Orange crushes’ market share decreased from 22% (1985) to 8% (1989), this data shows that prior to the entrance of Coca Cola’s Slice and Pepsi’s Minute Maid, Orange Crush had more of the market share which at the time, they were positioned toward groups between the ages of 13-40. Since 1985, Crush repositioned itself to target individuals between the ages of 12-17. Appendix D shows that Pepsi Co. and Minute Maid entered the market with their own orange soda brands capturing a large portion of the orange soda market. These new juggernaut competitors reduced Crush’s market share consistently each year by positioning themselves in the 15-30 year old market. Initially, we thought it would be wise for Crush to revert back to its’ original target market, however with the emergence of Pepsi Co.’s Slice and Coca Cola’s Minute Maid into the market, and the fact that both brands are targeting individuals roughly between the ages of 15-30 (Crushes’ previous target market) (Exhibit 8), we believe it would be best for Crush to make an adjustment to their current positioning strategy. Shifting from their current age range (teens 12-17)(Exhibit 13) to younger children between the ages of 6-16 would tap into a market segment not currently being pursued by the new dominant Orange Soda companies. This shift would differentiate Crush even further from their competition, and as a result lead to more market share capture potential and competitive advantage due to the fact that they will be the first major orange soda brand to enter into this new target market. Secondly, the alignment with a younger age bracket…

    • 1610 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Usaa Case Study

    • 1024 Words
    • 5 Pages

    Their strategy was about customer service rather than profit or revenue. The growth was built on creating new products for the existing target market.…

    • 1024 Words
    • 5 Pages
    Powerful Essays
  • Powerful Essays

    Drpepper

    • 876 Words
    • 4 Pages

    4. Based on the information, I have conducted the financial review of DPS’s performance as this following:…

    • 876 Words
    • 4 Pages
    Powerful Essays
  • Satisfactory Essays

    Snapple/Dr Pepper Study

    • 766 Words
    • 4 Pages

    The competition for the energy drink is tight as PepsiCo , Coca-cola, and Red Bull are heavily involved in this market. The growth is there and poses an opportunity but it will be tough to snag some of the shares. A friend of mine who owns and operates a home-based business selling XB-Fit energy drinks (http://xbfit.net/) said that he faces 2 major challenges when it comes to selling the energy drinks. One challenge is to sway the consumers try their product and pry them away from other brands. The second challenge is assuring consumers that new energy drinks are safe as many health concerns regarding the energy drinks have come up. Dr. Pepper Snapple Group has the distribution ability to deliver and the resources to market the energy drinks, but the marketing campaign will have to be the biggest campaign that the Dr.Pepper Snapple Group has ever done. In my…

    • 766 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Characters – Docker’s focused their ads on being about the “average Joe” and created relatable advertising focusing on the sociability of mean wearing the pants (Keller, 2008b, pg. 207). Whereas, Snapple used tactics to differentiate the company from its competitors with successful campaigns centering on Wendy Kaufman and later signing spokesmen like Rush Limbaugh and Howard Stern (Keller, 2008b). The use of these characters contributed to the memorability and meaningfulness of the brand. Wendy, Rush and Howard helped Snapple to break through the marketplace clutter to enhance likeability and create fun and interesting brand perceptions about Snapple (Keller, 2008a, pg. 159).…

    • 723 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Snap Kitchen is a brand of the franchisor Hardcastle Restaurants Corporation (also referred to as HRC). Last year, sales of HRC topped $8,000,000 for the rapidly growing organisation. The Snap Kitchen chain is positioned in between the traditional fast-food restaurants and the famous sit-down restaurants. According to one of the research data, customers lying within this market segment are more cautious about the health benefits of their eating habits, and they are willing to pay extra for a better fast-food option when compared to the general people. Our goal is to sit at the top for that market segment in…

    • 365 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Dr. Pepper Snapple is a smaller competitor to Coca-Cola. However, Pepsico is Coca-Cola’s rival competitor due to its relative size. Both have global recognized brands that compete in product differentiation instead of pricing. For instance, a 12-ounce can of Coke is usually priced similar to a 12-ounce can of Pepsi. Nonetheless, Coke attempted to change the taste of its product in the 1980s (i.e., product differentiation). Unfortunately, the New Coke was rejected by the public and reintroduced the original Coke as Coke Classic. Finally, due to the recent decrease in buyer demand, there has been an increase in competitive rivalry between the two brands. As a result, rivalry among competing sellers has…

    • 430 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Snapchat Case

    • 65 Words
    • 1 Page

    Snapchat, which historically has been bereft of segmentable targeting for ad buys and in-depth performance measurement, appears to be coming around to the brands vying to target their youthful demographic. In June, Snapchat added Moat, a third-party measurement tool for tracking metrics and analytics surrounding video advertising. Additionally, Snapchat lowered the minimum pricing for its API, giving more advertisers accessibility to marketing on the…

    • 65 Words
    • 1 Page
    Good Essays
  • Best Essays

    Caffe Nero

    • 2153 Words
    • 9 Pages

    What are the factors contributed to the growth of Caffe Nero in the United Kingdom market?…

    • 2153 Words
    • 9 Pages
    Best Essays
  • Good Essays

    1. From 1972 to 1993, why did Snapple flourish when so many small start-up premium fruit drinks stayed small or disappeared?…

    • 632 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Snapple in Spanish

    • 5290 Words
    • 22 Pages

    En el año 1994, Quaker adquirió la empresa Snapple en mil setecientos millones de dólares y el objetivo de todo esto era combinar a Snapple con Gatorade, una antigua adquisición muy exitosa, para formar una poderosa unidad empresarial de bebidas. No obstante, Snapple no prosperó. Las ventas disminuyeron durante los próximos cuatro años y en 1997 Quaker perdió las esperanzas y le vendió la marca a la empresa Triarc Beverages en 300 millones. Como consecuencia de esto, el presidente y el gerente general de Quaker, que habían ejercido su puesto durante dieciséis años, renunciaron.…

    • 5290 Words
    • 22 Pages
    Powerful Essays