Snapple
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Executive Summary:
Triarc should make the following changes in strategy to increase sales volume and market share for the Snapple brand:
Get Back to basics by specifically refocusing on what made the brand successful initially.
Increase TV, radio, and print advertising to create a new buzz for the brand.
Sign several new celebrity spokespersons to reconnect with consumers.
Re-focus on the 100 percent natural” brand message.
Do not change the labeling and/or bottling of Snapple.
Snapple should focus on increasing market share in both the juice and soda drinking market segments. These segments have the greatest growth potential at this time, and represent the most significant opportunity for Snapple.
Snapple should avoid commercialized marketing efforts and over-stylized advertising used by other soft drinks, and instead should focus on being quirky, fun and offbeat.
Recommendations:
The following strategic recommendations should be implemented by Gregg Carman to move the sales process forward with Quick & Reilly:
Schedule a Follow-Up Meeting with Cathy Ridley & other relevant parties. The goal at the show should be to generate enough interest on the part of Ridley and Quick & Reilly to get a formal meeting on the books. It is difficult to probe and get into specific details at a show, especially when there has been little to know prep time for such discussions. At the same time, Carman has done a nice job of piquing Ridleys interest thus far, and she is obviously showing signs of interest and asking “buying questions.” At this point in the conversation, I would recommend Carman cut to the chase and ask for a meeting with her and any other relevant individuals.
Gain as much information as possible about the needs of Quick & Reilly. The advertising has to be down to earth, fun, and most importantly, indeering. Consumers need to connect the brand to their lifestyle. This should be feelings of fun, refreshment, quirkiness, and just a general notion of “being hip” by drinking a Snapple.
Discover who ALL the relevant decision makers are for this type of purchase. This has to be considered very carefully. Of course, if possible, it would be ideal to mend fences with Howard Stern, who (at the time of the case in particular) has a large fan base, is a pop icon, and most importantly who is extremely influential and persuasive to his fan base.
Ascertain what type of budget Quick & Reilly has for a new software system:
Customize a software package which will fit Quick & Reillys Needs. Especially at the time of the case, more and more consumers want to eat and live a healthy lifestyle than ever. Focus on the fact that Snapple is a healthy alternative to soda. Considering the market share held by soda pop manufacturers, there is certainly a lot of business out there to be taken by non-soda alternatives. Some traditional soda consumers can be convinced that Snapple is a better choice and is just as “hip” as drinking Coke or Pepsi.
Expected Benefits of Recommendations:
The above conclusions, if implemented properly, should help Snapple increase its overall market share and sales volume over the next 1-2 years. The key is to reconnect with consumers and be aggressive without coming across as “mainstream” and “corporate”, two mistakes Quaker made. While these recommendations should have an impact if implemented effectively, it may take some time for the effects to be realized. Snapple has lost much of its niche market, so it will be important to reconnect with this segment