HistoryHistory1 9 7 2 Leonard MarshHyman Golden

Arnold Greenberg:

Created the Snapple brandCreated the Snapple brand• Apple flavored soda• Unadulterated Food

Corporation, then The Snapple Beverage Corporation.

• Originally soda, but then released teas

19861986Snapple expanded Snapple expanded its line to include its line to include fruit drinks, which fruit drinks, which were not were not carbonated.carbonated.

19871987Company needed Company needed a summertime a summertime drink: iced tea.drink: iced tea.

The Snapple Beverage Corp.

30 different Snapple 30 different Snapple flavorsflavors Cadbury Cadbury

SchweppesSchweppes also includes also includes Dr. Pepper, 7UP, and Mott's.Dr. Pepper, 7UP, and Mott's.

-Leading American retailer of single-serving iced tea drinks

-Second largest seller of fruit drinks.

Company Goals

1. Category need – various choices, healthy

2. Brand awareness – ability to recognize Snapple

3. Brand attitude –sensory gratification

4. Brand purchase intention – encouraging consumers to purchase Snapple products.

Price

• The prices fluctuate from $1.25 to $1.75, depending on location

• Quaker Oats sold Snapple to Cadbury Schweppes for one billion dollars

• The price of Snapple is similar to competitor prices

Main Competitors:

Napa Naturals, Napa Naturals,

Lipton,Lipton,

Arizona,Arizona,

SoHo,SoHo,

Ocean Spray, Ocean Spray,

Sobe,Sobe,

Brisk,Brisk,

Nestea, andNestea, and

FruitopiaFruitopia

Placement

• Mainly placed in retail stores, convenient stores, vending machines

• Commercials placed around various family television shows

• Sold in over 30 countries around the world

Target Audience Health-conscious consumersYouthful attitudes

Customers know that… Snapple is an alternative to carbonated beverages

It’s for on-the-go in between activities

Healthy alternative

Sensual, stimulating, and soothing.

M a r k e t i n g S t r a t e g i e s Alterations were made in taste, color, and name. The

company strove for memorable, appealing names, such as…

Snapricot OrangeMango MadnessWhat-a-MelonOut-red-geous Orange.

http://www.youtube.com/watch?v=QendADQSVWg&NR=1

Marketing Strategy

• Sensory-reward promise with connected product-in-use experience.

• Ad tagline: “100% Natural,” “100% Juiced,” or “Made from the Best Stuff on Earth.”

• Snapple moves from a “fashion water” to a staple brand with well-defined benefits and image.

Communication StrategyCommunication Strategy

1. Sensuality: Smooth but complex, with blend of different flavors.

2. Experience: “seize the moment,” sense of

“letting go,” or “being good to yourself.”

3. Authenticity: It needs to be just healthy enough.

4. Fun: “pure escape” -playfulness is exhibited by imaginative use of names

Brand Image

How is Snapple a caring brand?

Snapple and New York City - marketing partners since 2003. Under the NYC nutritional guidelines, Snapple is schools’ exclusive provider via vending machines in the New York City’s 1,200 schools.

Event Planning/PromotionsEvent Planning/Promotions

• Under-the-cap promotion in 2005 entitled "Win Yourself a Favor Instantly.”

• Snapple sampling tour called “return the favor”