Case Case Study : Snapple Case

771 Words Oct 27th, 2014 4 Pages
Case Memo- Snapple Case
Jayde Panos
Dr Mason
SWOT Analysis
• 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
• 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
• 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
• The cold distribution channel is very competitive and have been unable to expand

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