This case will describe how Snapple began as a huge success, peaked then dwindled down again. Our discussion will focus on 3 main stages in Snapple's life, which will include the marketing mix that made Snapple a success, the acquisition by Quaker and the subsequent failure and its underlying reasons, and finally, Snapple under Triarc's and the attempts to turn around Snapple.
The Rise of Snapple"We made the first ready-to-drink tea that didn't taste like battery acid." - Arnold Greenberg, co-founder of the Snapple Beverage Corporation.
At a time when many new-comer brands were competing for the dollars of the young health conscious consumers, Snapple was among the few who survived, and among even the fewest who stood up. From the humble starts of its three entrepreneur founders to its sell to Quaker for a staggering 1.7 billion dollars, Snapple's success was no fluke, but the result of being a mixture of the right stuff.
The product was right on the spot, the three founders noticed the popularity of natural and no-preservative juices Greenberg's family store and jumped on the opportunity, thus Snapple was born. Snapple now one off many small beverage brands had a bit extra, it didn't only connect to the customers apparent wants for a "100 natural" drink but it related to a deeper antiestablishment emotion that grew to be associated with Snapple and that as we later discuss contributed to its fall.
Snapple stood out from the rest by virtue of an endearing artlessness. The labels on its bottles were cluttered and amateurish, and its ads seemed, if possible, even more homemade, but on the other hand the brand emphasized a wholesome image "Made from the best stuff on earth". So what is Snapple? It might be hard to define Snapple by what it...