Snapple's Marketing - An Unconventional Brand's Claim to Fame |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Abstract:
This case discusses the growth of the Snapple brand under the management of the various companies that owned it at different times. It also talks about Snapple's sales decline under the management of Quaker Oats, and how Triarc, which took over the brand subsequently, managed to revive Snapple's image before selling it to Cadbury Schweppes. The case concludes with a commentary on Snapple's inability to become a leading beverage brand despite its strong fan following. Issues:
» To understand how unconventional marketing can transform an ordinary product
to a popular brand. Contents:Keywords:Snapple, Cadbury Schweppes, New age beverages, Grassroots marketing, Ready-to-drink tea, Brand management, Unconventional marketing, Quaker Oats, Target market, Triarc, Celebrity endorsements, Distribution, Promotion, Brand revival, Brand loyalty |
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