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Snapple Case Essay

1865 words - 8 pages

Snapple is the brand of fruit juices and teas that was founded in Brooklyn, New York in 1972 by a company known as Unadulterated Food Products. The company supplied their production to healthy food stores because Unadulterated Food Products was one of the first companies in the United States to manufacture juices and other beverages made from natural ingredients. In the history of marketing the Snapple case is known as “a three act play” for its rise and fall in the hands of different owners.
First of all , I want to discuss brand elements that differentiate it from all other brands on the market. “Snapple” name was created when an apple soda fizzled so much that several ...view middle of the document...

Snapple is a refreshment drink just like many other non-carbonated soft drinks on the market that manufacture teas, fruit juices, diet drinks and water. Secondly, portability- is another point of parity: the bottles are quite comfortable and similar to many other refreshment drink brands. Thirdly, the beverage consists of quality ingredients. Also, Snapple use glass bottles for its packaging just like some other refreshment drink brands. After discussing all the points of parity, I want to talk about the unique features of the product that will be revealed in its points of difference. The first point of difference and the key attribute of the brand is Snapple’s mantra- 100% natural. It is presented that Snapple’s beverages are all made of natural ingredients. Another important point is that the company developed a new method of packing called “hot-packing”: a process where bottles were filled with 180º F liquid to sterilize the content. Thirdly, the product is non-carbonated unlike many other beverages at the New Age industry. Also, Snapple presented a multitude of fruit juices and teas and it was a very unique innovation on the market at that time.

One of the earliest advertising effort of the company was a differentiation from its competitors by continually offering customers new and exotic choices of beverages. Over 52 new flavors of teas and fruit juices were presented to customers in 1993. This extensive offering of providing new and exotic beverages was to support sales by increasing consumer’s interest. The price of the product was set as relatively high in comparison with other brands and it was explained by marketers that Snapple has a “premium product as opposed to traditional luxury goods, such as Porsche automobile” ( Free, E. 2000) The Snapple distribution strategy is another very unique aspect in the brand’s history. The company created its own distribution channels instead of putting its brand on the same row as its competitors. Snapple beverages were sold at convenience outlets, sandwich shops, gas stations and delicatessens through a system of independent distributors which is called “up-and-down-the-street” channels. Also, since the early sales in Midwestern states were not as strong, the company concentrated its marketing efforts on East and West coasts where the demand for such beverages was the highest. By 1990s, Snapple has a big success by running a series of ad campaigns on national radio and television. It was promoted through some popular television shows like Seinfield and Sleepless in Seattle, and it also had an official sponsorship from many well-known celebrities.
Now I want to consider the ownership of the brand over time. As we know now, Leonard Marsh, Hyman Golden, and Arnold Greenberg created the Snapple brand in 1972 and the company named The Unadulterated Food Corporation, which was later changed to The Snapple Beverage Corporation. By August 1992, Snapple had expanded its...

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