History

1. History 1 9 7 2 Leonard Marsh Hyman Golden Arnold Greenberg: Created the Snapple brand • Apple flavored soda • Unadulterated Food Corporation, then The Snapple Beverage Corporation. • Originally soda, but then released teas

2. 1986 Snapple expanded its line to include fruit drinks, which were not carbonated. 1987 Company needed a summertime drink: iced tea.

3. The Snapple Beverage Corp. -Leading American retailer of single-serving iced tea drinks -Second largest seller of fruit drinks. 30 different Snapple flavorsCadbury Schweppesalso includes Dr. Pepper, 7UP, and Mott's.

4. Company Goals 1. Category need – various choices, healthy 2. Brand awareness – ability to recognize Snapple 3. Brand attitude –sensory gratification 4. Brand purchase intention – encouraging consumers to purchase Snapple products.

5. Price • The prices fluctuate from $1.25 to $1.75, depending on location • Quaker Oats sold Snapple to Cadbury Schweppes for one billion dollars • The price of Snapple is similar to competitor prices

6. Main Competitors: Napa Naturals, Lipton, Arizona, SoHo, Ocean Spray, Sobe, Brisk, Nestea, and Fruitopia

7. Placement • Mainly placed in retail stores, convenient stores, vending machines • Commercials placed around various family television shows • Sold in over 30 countries around the world

8. Target Audience Health-conscious consumers Youthful attitudes Customers know that… Snapple is an alternative to carbonated beverages It’s for on-the-go in between activities Healthy alternative Sensual, stimulating, and soothing.

9. M a r k e t i n g S t r a t e g i e s Alterations were made in taste, color, and name. The company strove for memorable, appealing names, such as… Snapricot Orange Mango Madness What-a-Melon Out-red-geous Orange. http://www.youtube.com/watch?v=QendADQSVWg&NR=1

10. Marketing Strategy • Sensory-reward promise with connected product-in-use experience. • Ad tagline: “100% Natural,” “100% Juiced,” or “Made from the Best Stuff on Earth.” • Snapple moves from a “fashion water” to a staple brand with well-defined benefits and image.

11. Communication Strategy 1. Sensuality: Smooth but complex, with blend of different flavors. 2. Experience: “seize the moment,” sense of “letting go,” or “being good to yourself.” 3. Authenticity: It needs to be just healthy enough. 4. Fun: “pure escape” -playfulness is exhibited by imaginative use of names

12. Brand Image How is Snapple a caring brand? Snapple and New York City - marketing partners since 2003. Under the NYC nutritional guidelines, Snapple is schools’ exclusive provider via vending machines in the New York City’s 1,200 schools.

13. Event Planning/Promotions • Under-the-cap promotion in 2005 entitled "Win Yourself a Favor Instantly.” • Snapple sampling tour called “return the favor”