3Introduction 1972-1986 : The origins of brand : The glory years1991: Distribution jumped over to West Coast1992 : Snapple sold to a Boston private bank: Quaker takes command1994 : Quaker buys Snapple for $1.7 billion1997 : Triarc acquires Snapple1997 : Triarc buys Snapple for $300 million
8SWOT Analysis Strength: 1. Brand image - natural, quirky, offbeat, playful, personal,authentic2. Full of variety and flavor- diverse product line- over 50 flavors3. Brand name- snap; appleimplicit health claims4. Imaginative use of names- e.g., Mango Madness
9SWOT Analysis Strength: ( Cont.. ) 5. Adoption - most new drinkers had been aware ofSnapple- Snapple drinking flows are through friendshipnetwork6. Packaging- plays out the taste experience- complexity of the label, stippling on bottle
10SWOT Analysis Weakness: 1. Not an established brand - like a fashion water- differentiation is weak- lacks a compelling reason to use2. Distribution- Quaker was wrong3. Usage rate- fluctuates seasonally, diurnally, and cyclically4. Regional Differences- areas without a postmodern mindset
12SWOT Analysis Opportunities: 1. More variety, imagination, and flavor thancompetitors2. The diversity within Snapple Brand- a model for a multicultural society3. No great competitors- Snapple is fun in a way unduplicated by anyother brand of soft drink- no competing brands stand out at the time4. Health concern5. Future trend is going to be individualism.
13SWOT Analysis Threats: 1. Rumor - deep sense of betrayal by customers 2. Distribution- warm or cold?3. Image- effect of Quaker: fashion lifestyle
14Problems Corporate Image Spokesmodel Disappear Inappropriate DistributionProduct SizeLack of InnovationPricing
15Market Segmentation Geographic: Urban areas in U.S. & foreign countriesDemographic: Right peoplePsychologic: Active lifestyle
16Right people with active lifestyle! Target MarketRight people with active lifestyle!