1. Present by

2. Overview Introduction S.W.O.T. Analysis Problems Market Segmentation
Positioning
Recommendations

3. Introduction 1972-1986 : The origins of brand
: The glory years
1991: Distribution jumped over to West Coast
1992 : Snapple sold to a Boston private bank
: Quaker takes command
1994 : Quaker buys Snapple for $1.7 billion
1997 : Triarc acquires Snapple
1997 : Triarc buys Snapple for $300 million

4. Annual Sales Revenue,
$ Millions

5. Total Alternative Beverage Category: $10 Billion at Wholesale

6. Supermarket Brand Shares, 1997
Total Supermarket Alternative Beverage Category:
$3 Billion at Wholesale

7. Snapple Flavors ( %of cases in 1996)
(1) Lemon Tea %
(2) Kiwi Strawberry
(3) Mango Madness
(4) Peach Tea
(5) Pink Lemonade
(6) Diet Peach Tea
(7) Fruit Punch
(8) Raspberry Tea
(9) Diet Lemon Tea
(10) Diet Raspberry Tea
Top 10 of 50 Flavors %

8. SWOT Analysis Strength: 1. Brand image
- natural, quirky, offbeat, playful, personal,
authentic
2. Full of variety and flavor
- diverse product line
- over 50 flavors
3. Brand name
- snap; appleimplicit health claims
4. Imaginative use of names
- e.g., Mango Madness

9. SWOT Analysis Strength: ( Cont.. ) 5. Adoption
- most new drinkers had been aware of
Snapple
- Snapple drinking flows are through friendship
network
6. Packaging
- plays out the taste experience
- complexity of the label, stippling on bottle

10. SWOT Analysis Weakness: 1. Not an established brand
- like a fashion water
- differentiation is weak
- lacks a compelling reason to use
2. Distribution
- Quaker was wrong
3. Usage rate
- fluctuates seasonally, diurnally, and cyclically
4. Regional Differences
- areas without a postmodern mindset

11. SWOT Analysis Weakness: ( Cont..) 5. Quaker’s corporate image
6. Package size
7. Price

12. SWOT Analysis Opportunities:
1. More variety, imagination, and flavor than
competitors
2. The diversity within Snapple Brand
- a model for a multicultural society
3. No great competitors
- Snapple is fun in a way unduplicated by any
other brand of soft drink
- no competing brands stand out at the time
4. Health concern
5. Future trend is going to be individualism.

13. SWOT Analysis Threats: 1. Rumor - deep sense of betrayal by customers
2. Distribution
- warm or cold?
3. Image
- effect of Quaker: fashion  lifestyle

14. Problems Corporate Image Spokesmodel Disappear
Inappropriate Distribution
Product Size
Lack of Innovation
Pricing

15. Market Segmentation Geographic: Urban areas in U.S.
& foreign countries
Demographic: Right people
Psychologic: Active lifestyle

16. Right people with active lifestyle!
Target Market
Right people with active lifestyle!

17. Nature! Good-for-you! Fashion!
Positioning
Nature! Good-for-you! Fashion!

18. 4P Product: Smaller bottle, Product and packaging innovation
Place: Cold channel + Warm channel
Promotion: Spokesman
Price: No discount

19. Recommendations Reestablishing Image - Real - Natural - Good for you
Distribution - Niche Marketing
- National
- A Network of Distributors
- Warehouse Distribution
Price - High

20. Recommendations Bottle Design - Smaller - Convenient - Ready to drink
- Just fits in your hand
Promotion - Advertisement
- Sampling
New Products Development - Health
- Diet

21. Thank You Very Much!
Have A good Night!