Snapple: Revitalizing a Brand

Question 1

Initial Branding of Snapple

Answer 1

1. Endorsement: Howard Stern
2. Character: Wendy, edgy
3. Product: 53 options
4. POPs: read-to-drink, portable
5. PODs: Mom&pop distribution (impulse purchase), premium price, glass bottle, exotic flavours, healthier

Question 2

Quaker Oat’s Branding Mistakes

Answer 2

• Violating a brand promise can lead to severe consequences* –> Quaker changed all 4 ps
  1. Went into supermarkets (placement)
  2. Increased package size, multi-packs, decreased flavours (product)
  3. Decreased price (price)
  4. Changed ads (promotion)

Question 3

Triarc’s Strategies for Rebuilding Snapple

Answer 3

1. Started by leveling off sales slide
2. Brought back flavour variety, re-implemented edgy commercials to remind consumers of health, re-implemented old channel strategy

Question 4

Cadbury Changes

Answer 4

• Keeping brand “fresh” over time requires innovation and relevance throughout marketing program
• Keep important elements (mgmt team, variety)
• Change other things (update packaging, brand w/ personality, seasonal flavours)