Snapple Case Discussion

Marketing Management – Case Discussion

The major difference from other start-up Premium drink producers was the vision of the founders. Unlike the founders of the competitors Snapple’s founders did not choose to exit their investment via acquisition. They chose to stay in the ship to get the brand going further with its initial original momentum.

Another aspect is the choice of distribution and marketing strategy. In the next stage of their growth Snapple’s founders wanted to continue with a professional management especially giving emphasis on the marketing department.

In terms of distribution whey chose their distributors wisely so that distributor visited potential sales sites and talked up the product which quadrupled the sales volume.

But the major issue in their success was their marketing strategy. Snapple created a really different and interesting brand image which came off as very sincere and very authentic. From product features to promotion and advertising everything they did was very unconventional. The brand adopted “100% Natural” philosophy not just to describe the features and ingredients of the product but also to create an emotional connection with their consumers.

Everything in their practices was very natural and real. In their advertisements they used real people in real life situations. Even if things were not done as scripted as before they would still run the campaign. This was the way how the brand differentiated itself from other beverage brands that used conventional practices that would perceived by the consumers as unauthentic, artificial and uniform. Unlike these perceptions Snapple was much more of a complete experience rather than a regular drink or a thirst quencher. It was a way of expressing the real inner self, the personality of the consumer. The product was perceived so sincere and diverse that people who consumed it was also resembled it as a resistance to what was offered as conventional, ordinary and artificial. People...