The Acquisition of Snapple by Quaker Oats In an effort to raise the company’s growth rate and avoid a takeover.Quaker Oats‚ acquired Snapple beverage corporation for $1‚7 billion‚a price considered by many to be valued a billion too much. Snapple captured a significant loyal following by being an innovator in the ready-to-drink tea.The RTD tea segment of the beverage market was a quick developing area with promising returns ‚that’s why it attracted giants like coca cola and Pepsico‚ who entered
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substantially and was 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
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Problem: Develop a strategy for Snapple ’s recovery after a three year trend of declining sales under the management of Triarc Companies. Sales had declined almost 35% in three years (from $674 MM in 1994 to $440 MM in 1997) and had the profile that the company had achieved great success with was diminished. Issues History: Small company origins based on authenticity and trust in consumers eyes. (ref. Exhibit 6 Pivotal Characteristics) This was evident in the initial mantra of the company
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1. How would you characterize the energy beverage category and competitors in late 2007? The energy drink market is very competitive as it has several major brands in play. These brands include Red Bull‚ Monster Energy‚ Rockstar‚ and PepsiCo’s AMP. The major purchases of the energy drinks are made in the convenience stores‚ supermarkets‚ and mass merchandisers as they account of 71% of the retail sales compared to 29 percent of sales made in restaurants and night clubs (Kerin & Peterson‚ 2010)
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have an excellent sales and marketing team here at Gatorade. We believe we do know how to build brands‚ we do know how to advance businesses. And our expectation is that we will do the same as we take Snapple as well as Gatorade to the next level." -Don Uzzi‚ President of the Quaker Oats Beverage Company‚ North America.1 SUMMARY The Quaker Oats Company‚ founded in 1891‚ is one of America’s oldest food enterprises. From its start in the domestic ready-to-eat cereal market‚ Quaker grew an appetite
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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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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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HEAD: CADBURY BEVERAGES INC. CASE ANALYSIS Cadbury Beverages Inc. Case Analysis October 3‚ 2010 Cadbury Beverages‚ Inc. Case Analysis Marketing executives at Cadbury Beverages‚ Inc. want to re-launch the following brands: Crush‚ Hires‚ and Sun-Drop soft drinks. However‚ Cadbury has seen several challenges arise in the eve of their next attempt to lead the market. Senior marketing executives decided to focus generally on the Crush brand of fruit flavored carbonated beverages. The key issues
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Dockers and Snapple - Branding Elements and Marketing Programs Differences Adaptability – Starting with Docker’s‚ Levi Strauss & Co. was able to adapt their brands‚ more so than Snapple‚ in response to changes in consumer values‚ opinions and the need to for their product to remain contemporary relevant (Keller‚ 2008a‚ pg. 143). The Dockers brand was the first casual pant of its kind and over the years changed to include wrinkle free‚ khakis and stain defender technology to compete with various
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SWOT Analysis * Bus 210 August 21‚ 2011 * SWOT Analysis The business plan which I choose to discuss is the Coffee Shop business plan‚ Java Culture. This business plan disclosed a great amount of detailed information regarding the prospective business venture. Java Culture will be owned in mass by Arthur Garfield and James Polk and whom will be providing the majority of the budget with which the business be directed. Both Mr. Garfield and Mr. Polk have extensive experience in the field of
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