Snapple Marketing Case Study
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In the short-term, for Snapple to regain some of its lost market share, it should rebuild the previous strong relationship with distributors especially those servicing the warm channel (mostly supermarkets). Since many of the distributors have perpetual contracts with supermarkets, it would be beneficial to have a solid relationship with them so as to improve Snapples share of supermarket sales.
Wendy should also be rehired considering the Brand equity that she contributed towards Snapple. Since there was a proven decline in the purchase of Snapple as a result of Wendys firing, many consumers associated her with the product and it will be beneficial to rehire Wendy. In addition to this, since the people in the heartland do not relate very well with her based on the research results in exhibit 6, there should be an audition in this region to cast a “real person” that is funny, likeable and relatable.In the short-term, for Snapple to regain some of its lost market share, it should rebuild the previous strong relationship with distributors especially those servicing the warm channel (mostly supermarkets). Since many of the distributors have perpetual contracts with supermarkets, it would be beneficial to have a solid relationship with them so as to improve Snapples share of supermarket sales.
Wendy should also be rehired considering the Brand equity that she contributed towards Snapple. Since there was a proven decline in the purchase of Snapple as a result of Wendys firing, many consumers associated her with the product and it will be beneficial to rehire Wendy. In addition to this, since the people in the heartland do not relate very well with her based on the research results in exhibit 6, there should be an audition in this region to cast a “real person” that is funny, likeable and relatable. This audition should require people coming up with their own Snapple promotional ideas and the top 5 peoples ideas should be videotaped and shown to focus groups to obtain their opinion. The person who is chosen by the focus groups as having the best promotional idea should be chosen as a spokesperson for Snapple and Advertisements featuring the winner showcasing Snapple with the winners ideas should be shown in the heartland. Advertisements featuring Wendy should be shown in other areas of the country where she is liked.
Since Snapple is sold best in 16-ounce single-serve containers, the larger pack sizes should be scrapped. Also more focus groups and interviews should be carried out to determine the least popular and least profitable assortments. These assortments should be discontinued to make shelf space for more popular Snapple assortments.