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History
Leonard Marsh
Hyman Golden
Arnold Greenberg:
Created the Snapple brand
• Apple flavored soda
• Unadulterated Food Corporation,
then The Snapple Beverage
Corporation.
• Originally soda, but then
released teas
1986
Snapple expanded
its line to include
fruit drinks, which
were not
carbonated.
1987
Company needed a
summertime drink:
iced tea.
The Snapple Beverage Corp.
-Leading American retailer of
single-serving iced tea drinks
-Second largest seller of fruit
drinks.
30 different Snapple
flavors Cadbury
Schweppes also includes
Dr. Pepper, 7UP, and Mott's.
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,
Lipton,
Arizona,
SoHo,
Ocean Spray,
Sobe,
Brisk,
Nestea, and
Fruitopia
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 consumers
Youthful 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.
Market in g St ra teg ies
Alterations were made in taste, color, and name.
The company strove for memorable, appealing
names, such as…
Snapricot Orange
Mango Madness
What-a-Melon
Out-red-geous Orange.
http://www.youtube.com/watch?v=QendADQSVWg&NR=1
Marketing Strategy
• Sensory-reward promise
with connected product-inuse 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 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/Promotions
• Under-the-cap promotion in 2005 entitled
"Win Yourself a Favor Instantly.”
• Snapple sampling tour called “return the
favor”