Case Analysis: SnappleMarketing Management 1

AgendaAgenda Objective

Case Background

What went right…

What went wrong…

Problems

Different Feasible Solutions

Key Learning

ObjectiveObjective To understand what went right for Snapple during the glory

days

To understand the problems faced during Mergers & Acquisitions

To develop feasible solutions for Snapple to build back the brand

To accumulate learning from the case for future

Case BackgroundCase Background Snapple was founded by Arnie Greenber, Leonard Marsh

and Hyman Golden in 1972

After developing the brand and taking Sales to $674 million they sold it to Quaker for $1.7 billion

Quaker tried to consolidate Snapple with their brand of Gatorade

After sales tumbled to $440 million, Quaker sold the brand to Triarc Companies

Mike Weinstein of Triarc companies was given the responsibility of rebuilding the brand image for Snapple

What went Right…What went Right… Snapple was a “100% Natural” juice brand and had a first

mover advantage over competition

Use of outsourcing right from the start for their own advantage

Continuous tapping of newer markets with various new line of products

Innovative distribution network building loyalty towards the brand

“100% Natural” became the pillar of the organizational thought process

Innovative advertisement

What went Wrong…What went Wrong… Quaker tried to revive the brand image of Snapple from a

fashion brand to a life style brand

Quaker tried to merge the distribution network of Snapple with Gatorade affecting the inherent strength of the brand

Quaker played with the product design which was unaccepted by the consumers

Quaker disrespected Snapple’s culture making changes which had negative impacts

ProblemsProblems Snapple has lost the brand image in the market

Dissatisfied distributors

Unfavorable product design

Market alienation with the customers

Different Feasible Different Feasible SolutionsSolutions

Get back to basics while keeping in mind the changed demographics of the market

Multi pronged approach – Packaging - After due market research package the product

as per the current trend Distribution - Leverage the old hierarchy of distribution network Flavors - Along with the classic flavors new line of flavors as per

the current market wants Promotion - Bring back the brand association with the

common man Culture - Bring back old values / faces along with new faces who

believe in the Snapple culture

Key LearningKey Learning What works for one doesn’t work for all

Important to keep individuality of brands intact

Sudden changes to a strategy is not desirable

It is difficult to build a brand but easy to destroy it

Thank You….Thank You….

Team MembersTeam Members Pushpinder Singh 2010168

Ravi Mittal 2010176

Rishab Maheshwari 2010179

Robin Simon 2010183

Roshat Adnani 2010190

Sajal Aggarwal 2010196