Marketing and Snapple Corporation

2466 WordsJul 19, 201110 Pages
Report On Snapple: Revitalizing a Brand Prepared for: Mahbub Hossain Group Members: Mahbub Md. Rakib 08-10322-1 Farzana Tuli 08-10322-1 Farzana Tuli 08-10322-1 Farzana Tuli 08-10322-1 ACKNOWLEDMENT 3 EXECUTIVE SUMMARY 4 INTRODUCTION 5 Question-1 How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brand’s existing personality and image? 6 Question-2 Where did Quaker go wrong? What could it have done differently? Is Cadbury in danger of making the same mistakes as Quaker did? 8 Question-3 How effective and appropriate do you think Triarc’s marketing program was? How effective and appropriate do you think…show more content…
By 1990s Snapple emerged as a nationally recognized brand.. With the combination of a unique product and package design and colorful advertising the company achieved nationally recognized brand. Later Snapple went through several management system and owners. Quarker Oats purchased Snapple for $1.7 billion but for poor management system he was unable to capitalize the brand’s previous success. After Quarker sold it to Triarc Beverage Group the brand faced a new challenge to reconnect with consumers. 1. How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths and weaknesses of the brand’s existing personality and image? Answer: The roots of Snapple Corporation date back to 1972 in Brooklyn. In 1980s Snapple introduced ready-to-drink fruit juices and iced teas. Snapple was the first company to sell its drinks in single serving wide-mouthed glass bottles rather than aluminum cans. By 1991 Snapple emerged as a nationally recognized brand. Snapple’s Brand Image: The image that Snapple has is somewhat like the luxury good for the average person- a Porsche for the poor. It defines itself as new age and quirky. It has some similarities with Red Bull in that it created a product category and did it their own way but it is less edgy and geared more to mainstream America. It has a quirky and a bit of a rebellious everyman vibe. It equity comes from being a

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