Snapple: Brand Report

By: Group 1

Overview● Founded by Leonard Marsh, Hyman Golden and Arnold Greenburg

in 1972 in Rye, New York

● Dr Pepper Snapple Group is the owner of the business which was

previously owned by Unadulterated Food Products

● They compete in the areas of teas, fruit drinks, and water

● It serves customers through retailers and health food stores in both

the United States and internationally

● Snapple’s main competition is the Coca-Cola Company, Pepsico Inc., the Arizona Beverage Company, and Lipton tea.

Key Challenges Facing BrandCompetition● Other Companies like Pepsi, Coca Cola, Lipton, and Hornell Brewing Co.

○ All these companies offer different types of tea and juice like Snapple

● Some examples of Snapple’s direct competition:○ Pure Leaf, Lipton, Arizona, Nestea, and Sobe

Key Challenges Facing BrandHealth Concerns● Snapple is given a “Health Halo” because of its labeling, packaging, and ads

○ 100% Natural? Made from the best stuff on earth? Naturally flavored?

● Many consumers still perceive it as an unhealthy sugary drink● What they are advertising might not be what consumers believe

Little advertising● Snapple has very limited advertising seen by consumers

Brand Inventory: Marketing Program ● Target Audience

○ Health conscious consumers with youthful attitude ● Advertising

○ Snapple most recently created a campaign called “What’s Your Story” that encouraged fans of the drink to submit videos of their own commercial ideas, with the winner receiving a 20 second spot on national TV

■ To help with the campaign, Snapple partnered with media giant Viacom and used MTV to launch a set of commercials that engaged the viewer

○ Ads were placed on billboards, mall kiosks, bus stops and promotional displays all over the country

○ “Better Stuff” campaign that highlights Snapple as a refreshing, healthy, natural, and playful beverage

● Sales Promotion ○ Trade promotions such as displays, consumer promotions that include

free product samples and coupons, product promotions at schools, athletic clubs, and supermarkets and even internal sales force promotions like creating contests for sales representatives

● Interactive Marketing ○ Consumers and fans can join Snapple on FaceBook and Twitter- allows

them to stay up-to-date○ Online forums and communities are available for discussion of product

opinions ○ Coupons available at Snapple.com

● Events, Experiences, Public Relations, and Publicity

Brand Inventory: Marketing Program

Brand Inventory: Branding Program ● Brand Mantra

○ “100% Natural”● Message strategy is a sensory-reward promise with connected product-in-use experience. Its ad tagline is, “100%

Natural,” “100% Juiced,” or “Made from the Best Stuff on Earth.” Their messages consist of:

○ Sensuality: It is smooth but complex, with blend of different flavors and tastes both exotic and immediate, soothing and stimulating. It is a treat.

○ Experience: It is a way to “seize the moment.” It is a sense of “letting go,” or “being good to yourself.”○ Authenticity: It needs to be just healthy enough.○ Fun: It is a “pure escape” but of a circumscribed sort. The playfulness is exhibited by imaginative use of

names, e.g., Melon Berry, Kiwi Strawberry, Mango Madness, and their “Fun Facts”○ Brand image: It is a caring brand. For example, Snapple and New York City have become marketing partners

since 2003. Under the NYC nutritional guidelines, Snapple becomes the school’s exclusive provider via vending machines of water and 100% fruit juice in the New York City’s 1,200 schools. New products are already developed to meet the City’s strict nutritional guidelines.

Positioning ● Snapple stands out by differentiating itself as “100% natural” and

“Made From The Best Stuff On Earth”

● Snapple’s target market are health conscious consumers of all

ages with a youthful attitude, which brings entertainment to the soft

drink world

● Snapple provides a healthy alternative to carbonated beverages

and is great to drink on the go

● The taste of Snapple offers the consumer a sensual, stimulating,

and soothing taste that competitors cannot offer

● Strive to be “the best beverage business in America”

● Interviewed 4 consumers of the brand Snapple:● 1st consumer: 5 times per month● 2nd & 3rd consumers: 2-3 times per week● 4th consumer: 5-8 times per week

● Questions asked:1. What does the brand Snapple mean to you?

2. What are things you like about the brand? (strengths, weaknesses)

3. What are things you would fix or improve with the Brand Snapple? Ideas?

4. What are the two largest brand associations you think of when Snapple comes to mind?

5. Who do you think Snapple’s biggest competitors are? List a few

Qualitative Background

● Snapple is known for being great mid-day

refresher

● “Snap” drink makes when you open

appealing, form of relaxation and happiness

● Strengths: Variety of flavors, Snapple

Facts, simple and smart naming

convention, allows consumers to think

outside the box, Mere exposure

● Weaknesses: Sugar content, similar to competitors (Arnold Palmer, Lipton)

Qualitative Summary

Quantitative Results

Attribute Average Score Min Max

Familiarity 4.55 2 5

Flavor Variety 4.53 3 5

Price 3.67 2 5

Taste 4.38 2 5

● Number of Respondents: 50● Average age: 26● Age range most popular among: 15-25● Two largest Associations: Snapple Facts + Flavor Variety● Most recognized products: Snapple Lemon, Kiwi Strawberry, Snapple Peach● Disadvantage of brand: low advertising reach

Recommendations ● Target older consumers● Continue to grow Snapples healthy image

○ Spokesperson● Expand their product line

○ Fruit flavors○ Non-tea based products

● Add health benefits ○ Energy ○ vitamins

● Advertise more ○ Tv○ Social media