SNAPPLE

GROUP 1
ANKIT| ASUTOSH| DISHA| PRIYANK|

SHWETANK| SIDDHARTH| VAMSI

SNAPPLE OVERVIEW
Differentiation Premium price 1994 Glass bottle rather than cans Sold to More than 50 flavors Quaker for $1.7 Distributor billion 1972 300 small distributors Snapple Entrepreneurial spirit introduced Promotion Offbeat blend of public relations and advertising Advertising Wendy: the Snapple lady 100% Natural Mantra 30-40% market share

1997
Sold to Triarc Beverages for $300 million

TAKE OVER BY QUAKER

Snapple was a FUN brand before the acquisition Attempt to change it to a lifestyle brand The brand's distribution channels were as unconventional as
its promotions. Initially Snapple had very little supermarket coverage, mostly it was cold-channel by adding more drinks to its portfolio

Quakers motive for acquisition: to achieve economies of scale

It used its leverage with supermarkets to win premium Problem in new positioning: SNAPPLE ISN'T ABOUT
display space and squeezed costs out of the supply chain.

ACCOMPLISHING AN OBJECTIVE; IT'S ABOUT ADDING A LITTLE WHIMSY TO THE HUMDRUM AND THE EVERYDAY.

SWOT ANALYSIS
Strong Image/Heritage Product Line Full of variety and flavor Packaging Innovative Advertising
Multiple management challenges Distribution Regional differences Weak in warm channels Discontinued media and advertising

Strength

Weakness

Volatile consumer preference Shift in positioning due to acquisitions Ever increasing range of beverage categories Lack of Credibility due to false claims and failing to deliver core product attributes

Threats

Opportun ities
Brand Image Popularity of natural no- preservative fruit juice Tap the youth market

CHALLENGES
Brand Image Deteriorating
Snapple fired Wendy Previous quirky image is obscured by the perception that Snapple is a corporate sell-out

Declining Revenues
When bought by Triarc, revenue had decreased to half

Competition
Similar array of fruit juices and tea products

Distribution Issues
Quakers attempts at original distributors had made them angry

TRIARCS OBJECTIVE

Reasserting brand identity through

increased awareness, meaning transfer and brand image

To achieve the brand objective, Snapple

needs a value proposition that will resonate with its target segment

OPTIONS
REPOSITIONING THE BRAND CHANGING BRAND ELEMENTS

IDENTIFYING NEW AND COMPLETELY DIFFERENT WAYS TO USE THE BRAND

GOING BACK TO THE ROOTS

REPOSITIONING THE BRAND

Current: healthy drink as an alternate to colas and
carbonated drinks, authentic and fun filled drink for young people

Prospective Repositioning: For homely, health conscious , concerned mothers Advertisements focusing on the female members Reassertion as a natural beverage due to the
possibility of it being branded along with Gatorade as a sports drink due to its association with it
who will act as influencer for the children and society

CHANGING BRAND ELEMENTS

Health conscious Display of the contents of the drink i.e. fiber, Creation of Doctor Snapple as a character
branding with A Snapple aday tagline further reinforcing product benefits calcium and minerals in a visible manner on the product

promoting the health consciousness. The logo can be apple shaped to promote the association with health. The negative consequence of such a change would be the bias towards apple drinks with the other products taking a hit

IDENTIFYING NEW AND COMPLETELY DIFFERENT WAYS TO USE THE BRAND

Use it as a meal drink : Used to flush Served as a breakfast drink to the Use it as a drink in sports events
family. This will increase the consumption and hence the frequency down the contents of the meal in a healthy manner

GOING BACK TO THE ROOTS

consumers Snapples health benefits

Reviving the fun image of Snapple among the

Authenticity Appropriate representation of

Connections with the caring company as

Creating Social Influence How to create an

Developing sensuality of the Snapple experience Increase the frequency of using Snapple
Snapple moments image of a brand which people want to share

corporate image influences brand image

RECOMMENDATION
Snapple has always been associated with its fun and
individualistic image

Repositioning as a family drink or a drink to have with

meals or at sports events will not connect with the audience

Consumers are more likely to accept the old Snapple However we also recommend to change a few brand
elements

Packaging could be changed to give it a fun and quirky look

Adding real fruit elements so that they are visible from the outside
Logo could be modified

 ATTRIBUTES

PRODUCT

Real, convenient, on the go, a treat, sweet,

bright, subversive, urban

PERSONALITY

Quirky, fun, modern, independent,

creative, rebellious, irrelevant

Pack size to be revised to small single

serve and other packs to be discontinued

 Consumer composed jingles on radio Bright artistic and unique packaging to identify Promote usage situation in movies Unique drink labels such as Go Bananas or What-amelon

PROMOTION

Invite Snapple inspired artwork Beverage of real people: responding to consumer requests
and naming their drink proposals after them

Bring back Wendy Consumers have a strong association

with her

 To maintain the familiarity with the old brand, price

will not be tampered with

PRICE

Premium Priced
Need to explore all channels-cold as well warm Outsourcing of distribution can be considered

Outsourcing to a leading beverage company which is not having any beverage in alternate category Will help in capturing the market initially and increase shelf visibility

PLACE

THANK YOU