Case Case Study : Snapple Case

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Case Memo- Snapple Case Jayde Panos Dr Mason SWOT Analysis Strengths: • Largest market share 35% (1997, super market brand shares) • Snapple drinkers inhabit the middle between really health conscious people and the “I don’t care what I put into my body” • Personal- Has a wide variety for all needs • Vividly sensual- Snapple tastes good or its nothing • Seen as a premium beverage Weaknesses: • Rumors of the company having a poor political image (article explains it could be associated with Howard Stern and Russ Limbaugh) • Health issues arising within the ages of 30-44 because Snapple is not viewed as a health product and people between these ages were seen as “non-label” readers. • Authenticity was a concern – people thought they might be getting tricked between the ages of 18-29 because “it even costs more than real fruit juice.” The disconnect between company image and company size. • Lack of fashionability and negative social pressure- Snapple is not seen as a social beverage and also lacks a compelling reason for use • Snapple’s over take by Quaker • Discontinuing Wendy Opportunities: • Better their image from the rumors that were spread • Expand on the definition of Snapple • Youth market • Build of pivotal characteristics of being authentic, fun, personal and vividly sensual • Community marketing strategies – Build on brand’s personal and local character. • Social media Threats: • The cold distribution channel is very competitive and have been unable to expand •

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