Marketing and Snapple Essay

3397 Words Feb 15th, 2008 14 Pages
From 1972-1993 Snapple Fruit Juice Company flourished while many startup premium fruit drinks struggled and, in many cases, failed. In fact, most of Snapple's successful competitors during this time were sold to larger distribution companies allowing Snapple to create a Brand image and distribution alliance for the "smaller guy." They were a cult classic, promoted by loud, brash promoters like Howard Stern and Rush Limbaugh who had huge followings of independent, "stick-it-to-the-man" listeners. Snapple also created the legend of Wendy Kaufman, a former truck dispatcher and employee of Snapple. She was an instant success with the kind of style and attitude that matched Snapple's independent image. As the product began
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Carl Gilman was hired to the Sales and Marketing department, "to improve Snapple's label design." One could argue that in the early 1990s Snapple developed a tremendous excitement of its products. Douglas Holt's Article, The Problem with Viral Branding, suggested that "Snapple's climb to iconic stature was due to its owners' idiosyncratic cultural branding strategy." In fact he goes on to say that the" brand's viral characteristics, its buzz, its underground coolness, and the ragtag community of fans that formed around Snapple, are all consequences of the resonance of the brand's myth, which became embodied in the large-mouthed bottles of juices and teas." Alvin Silk in his Book, What is Marketing, would also suggest that value can be placed on the physical product itself, brand name, company reputation, and convenient availability and word of mouth references. Second, was the Price. "To a large extent, the combination of product, place and promotion determine the target customer's perception of the value of the firm's product in a given competitive context. Conceptually, this perceived value represents the maximum price that the customer is willing to pay" (Silk 2006). Snapple seemingly made a conscience effort to focus on convenience and "coolness" of the product. The product was almost at a cult level. The Pivotal characteristics, described by Deighton, that made Snapple great was that it was; authentic, fun, personal and

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