TEXAS A&M UNIVERSITY CORPUS CHRISTI Case 1 Dr Pepper-Snapple Inc: Energy Drinks MKTG 5320 Wesley Gordon Introduction In the ever changing world of customer needs and expectations Dr Pepper-Snapple was faced with an increased customer focus on energy drinks. This area‚ when exploited correctly‚ is a high growth and high margin beverage business. In early September 2007‚ Andrew Baker had his marching orders. He emerged out a long discussion about entering the energy drink business
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Snapple Case Analysis Snapple Case Analysis In 1972‚ Snapple had a modest beginning in Brooklyn‚ New York. Initially‚ Snapple beverages were sold to health-food stores and Snapple became successful by launching innovative products‚ based on fruit juices and teas‚ into the beverage market. Snapple was a brash newcomer which won over New Yorkers and soon the rest of the US. Homemade freshness and endearing amateurism was a part of the Snapple brand. Some brands just want to have fun and from
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Snapple’s brand is a customer-based brand. Snapple is the first company to produce a complete line of all-natural beverages and they were “made from the best stuff on earth.” In 1980‚ Snapple created the non-carbonated ready-to-drink beverages with fruit juices and iced teas. Snapple brand equity: Customers love Snapple The name of “Snapple” is attractive Quirky Logo and packaging Word-of mouth advertising Advertisement with Wendy “the Snapple Lady” is very special Where did Quaker go wrong
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Snapple and Aqualisa Hints Snapple hints given during lecture. 1. Understand the Snapple customer(s). 2. Product development is important. a. how does Snapple identify new products? b. how does Snapple decide how much to produce? 3. Don’t forget to read the ethnographic research in the back of the case. Snapple Discussion Questions This is an interesting case on how entrepreneurs can make $1.7B‚ how a major firm can lose $1.3B‚ and how a well-trained manager can be a hero. Pay
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Product: The Snapple product line is vast and spans many different flavors‚ many of which were unpopular. Only a handful of flavors held the product afloat‚ this in effect was due to the premium pricing of the product. The product in itself was marketed with the accompanying mantra of “100% Natural” and proved to be quite popular among a very difficult to define market segment. Snapple was neither defined as a “lifestyle” brand or a “fashion” brand‚ it was somewhere in the middle‚ generally grouped
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known as a popular and user friendly “ready-to-drink” beverage. The huge growth Snapple was able to achieve was due in part to the almost cultish fan base that Snapple developed. For example‚ a family in New Jersey even gave their son the middle name Snapple. Studies showed that ready-to-drink beverages were selected almost strictly based upon fashion‚ taste‚ and status related considerations. For this reason‚ Snapple gained appeal through alternative means of marketing. They used product placements
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Snapple Case Study: What were the key decisions that contributed to Snapple’s early success in the period 1972-1986? • First‚ Snapple offered a broad line of beverage products accompanied with 100% Natural that appealed to young‚ health conscious New York professionals in the 1980s. • Second‚ Snapple’s proximity to New York City proved to be beneficial for marketing its products. Exposure to the media and celebrities helped the local company gain national attention. • Third‚ outsourcing the
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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
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Introduction From 1972-1993 Snapple Fruit Juice Company flourished while many startup premium fruit drinks struggled and‚ in many cases‚ failed. In fact‚ most of Snapple’s successful competitors during this time were sold to larger distribution companies allowing Snapple to create a Brand image and distribution alliance for the "smaller guy." They were a cult classic‚ promoted by loud‚ brash promoters like Howard Stern and Rush Limbaugh who had huge followings of independent‚ "stick-it-to-the-man"
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Programa PREGUNTAS DEL CASO 1. QUE HIZO SNAPPLE PARA TENER EXITO? Análisis del Mercado: Tamaño Estructura Segmentación de clientes: Publico Objetivo: Hombres y Mujeres Por Edad: Consumidores de entre 18 a 29 años de edad Consumidores de entre 30 a 44 años de edad Por el nivel de consumo: 1. Fieles a la marca a largo plazo: La consumen hace más de 3 anos. 2. Nuevos grandes consumidores: Sinople se ha convertido en su bebida no carbonatada favorita durante
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