Section A, Group 4:

Camille Le Bian
Dhruv Bhatia
Niranjana Narayanan
Saswath Suresh
Srinithi S
Sundeep Allamraju
Umakanta Sahu

Trivia
Snapple started in 1972 as an all natural apple
juice brand
Exponential increase in annual turnover
$4 Mn in 1984
$8 Mn in 1986
$674 Mn in 1994!!!
Clever promotion strategies
Wendy Kauffman as a spokes model
Sponsored radio programmes
100% natural
Sold to Quaker Oats at $1.74 Bn in 1994
Sales declined to $440 Mn in 1997
Sold to Triarc Companies at $300 Mn in 1997
Snapple Way
Snapple remains a dominant player in the new age
beverage category despite challenges of fierce
competition from other brands
Firstly, Snapple targeted according to lifestyle by
directing the marketing towards health-seeking
individuals
Also targeted based on demographics: 18 to 30 years
male and female, especially young urban professionals
Competitive brand positioning as: On-the-go drink in any
contextual scenario
Points of Differences Offered
Authentic
Active
Healthy
Fun Element
Informal
Natural
Personal
Playful
Personal
Variety based on need
People identify with the
flavors
Vividly Sensual
Good taste
Reasons for Decline
Brand authenticity failures
Shifted from core values and was seen to become corporate hence losing its
uniqueness element with the consumer
Lacked differentiation and a compelling reason to use
Usage was not defined and hence was not ingrained in daily lifestyles
Distribution failures
Resistance from distributors to Quakers proposals
Less focus of independent distributors with whom relationships were earlier
forged
Product & Packaging failures
Reduction in variety of flavours offered
Introduction of large sizes, which was against consumer usage of Snapple,
and 16oz was the most preferred size
It also limited distribution as small stores did not have space to stock and
display, and truck sizes were not conducive
Image failure
Did not sustain fashionability, and was giving way to newer beverages
Consumers felt betrayed
Changes in Brand Elements
LOGO
Consumers initially felt that the move to a new logo made Snapple lose
its essence (brand equity)
Crapple
PACKAGING

Revitalization Possible?
Clear and relevant values
Real
Human
Fun
Personal
Individual
Alternative
Existence in old campaign
Wendy
Radio
endorsements
Off beat public
relations
Natural ads
Not expressed recently
With Quaker ads,
the essence of
the brand was not
conveyed
hence, seen to be
part of the norm,
and against the
idea of Snapple
Product problems
Change in logo
Change in
quantity
Distribution
problems
Reduction in
flavours offered
The core values have been expressed in previous campaigns and have
recently been dormant. The brand has also been characterized with
other functional and symbolic problems. Hence, these criteria show that
the brand can be influenced well by revitalization.
Understanding the Brand
Breadth and Depth of
brand awareness
Breadth: Seen as a stand
alone drink, taken along
with in-between meal
(sandwiches etc) not
associated with a wide
variety of situations or
frequent usages
Depth: Brand recall is not
all pervasive hence not
high
Brand associations and
responses in
consumers memory
Quirky, fun, informal,
natural, real, personal,
playful
Nature of consumer-
brand relationships
Individualistic,
atmospheric experience
Loss of prior brand
engagement with
consumers ( Snapple
Convention)


Revitalization - Options
Expand the depth
and/or breadth of
brand awareness
Increased
frequency of use
New opportunities
for usage in the
same basic way
Finding
completely
different
applications
Increased
quantity
consumed per
usage
Improve brand
image
Create a new
marketing
program
Repositioning the
brand with more
compelling POD
Repositioning the
brand to establish
a POP on a key
dimension
Re-establishing
old brand
elements
Logo Packaging
Evaluation of Options
Options Decision Rationale
Increase frequency of
usage
Accept Addresses the brand
authenticity and
distribution problems
Increase quantity
consumed per usage
Reject Consumers prefer
16oz
Not in line with
product usage
New promotional
program
Accept Addresses brand
image and
authenticity
Reestablishing the old
logo as well as
packaging
Not advisable New logo has been in
place for some time
and going back to old
logo may make the
image more tarnished
Step 1: Increase Frequency of
Usage


New
opportunities for
usage in the
same basic way
Make the product
ubiquitous
through
penetrating the 2
million points of
sale
Tie ups with
restaurants (Non-fast
food) Eg. Subway
Educational
institutions
healthier option
promotion
More vending
machines at daily
points of waiting
such as train stations
etc
Find completely
different
applications
Not in line with brand
associations of
consumers and
against the
requirement to bring
back the brand equity
of Snapple
Step 2: Promotion
Sponsorship
Music/dance festivals
Youth Convention
Product
placements
Quirky youth oriented TV shows, movies and radio programs
Tie ups with popular movies/tv shows for customized bottle
caps etc (collectibles)
Contests
Capture your Snapple moment
TV ads
Storyboards conveying the Snapple lifestyle, using imagery
that consumers associate with Snapple (fresh grass, beach
etc)
THANK YOU