Snapple Case Study
Snapple Case Study Evaluation: Question and Answers
1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brands existing personality and image?
Snapple’s brand image can be characterized “New Age” (pg. 329). Snapple was a nationally recognized brand on the rise in the beverage industry. Their brand image reflected on the quality of naturally flavored drinks which improved marketing efforts, product differentiation, distribution and premium pricing (pg. 330). Snapple’s level of popularity in the 90’s reached celebrity sponsorship and consumer testimonials that contributed elevated levels of brand equity. A strength of Snapple’s existing personality and image is that it still subsists in a level-playing field. Currently merged with Dr. Pepper, Snapple has prevailed remarkably in the acquisition which is a now leading producer of beverages (Dr. Pepper Snapple Group, 2014). A weakness still apparent in today’s marketing efforts is the promotion of single serve tea. Dr. Pepper Snapple Group (DPS) continues to express Snapple’s sovereign essence by enduring the realization of a challenging marketing approach.
2. Where did Quaker go wrong? What could it have done differently? Is Cadbury in danger of making the same mistakes as Quaker did?
Despite perplexing determinations, Quaker made the mistake of responding to the reduced market for New Age beverages by promoting new advertising and tactics (334). Causing sales to decline, Quaker failed to monitor a consistent advertising agenda and did not present new products fast enough (334). Instead of taking marketing risks, Quaker should have initiated a strategy that would aim toward the proper target market by studying the demographic and pushing inventory in those high volume areas. Cadbury is most likely not in danger of making the same mistakes as Quaker. Reason
1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brands existing personality and image?
Snapple’s brand image can be characterized “New Age” (pg. 329). Snapple was a nationally recognized brand on the rise in the beverage industry. Their brand image reflected on the quality of naturally flavored drinks which improved marketing efforts, product differentiation, distribution and premium pricing (pg. 330). Snapple’s level of popularity in the 90’s reached celebrity sponsorship and consumer testimonials that contributed elevated levels of brand equity. A strength of Snapple’s existing personality and image is that it still subsists in a level-playing field. Currently merged with Dr. Pepper, Snapple has prevailed remarkably in the acquisition which is a now leading producer of beverages (Dr. Pepper Snapple Group, 2014). A weakness still apparent in today’s marketing efforts is the promotion of single serve tea. Dr. Pepper Snapple Group (DPS) continues to express Snapple’s sovereign essence by enduring the realization of a challenging marketing approach.
2. Where did Quaker go wrong? What could it have done differently? Is Cadbury in danger of making the same mistakes as Quaker did?
Despite perplexing determinations, Quaker made the mistake of responding to the reduced market for New Age beverages by promoting new advertising and tactics (334). Causing sales to decline, Quaker failed to monitor a consistent advertising agenda and did not present new products fast enough (334). Instead of taking marketing risks, Quaker should have initiated a strategy that would aim toward the proper target market by studying the demographic and pushing inventory in those high volume areas. Cadbury is most likely not in danger of making the same mistakes as Quaker. Reason
References: Dr. Pepper Snapple Group (2014). Our History http://www.drpeppersnapplegroup.com/company/history/