Case Study Snapple
Department of Marketing Management
College of Commerce and Business Administration
University of Santo Tomas
"SNAPPLE: REVITALIZING A BRAND"
In partial fulfillment of the academic requirement for the course
BA31 Brand Management
Submitted by:
Bandian, Alvin
Co Ting, Annie May W.
Fernandez, Anthony C.
Francisco, Mary Abelaine J.
Lee, Marvin John C.
4M5
Submitted to:
Eric G. Pasquin, MBA
Course Lecturer
September 24, 2013
THE MAIN PARTS OF A CASE STUDY
I. Background Information
Snapple Corporation was established way back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhood friend and health food store owner Arnold Greenberg to sell pure fruit juice as the “Unadulterated Food Products Co.”
The name was inspired by their apple soda creation last 1978. The soda had fizzled - so much that several bottles exploded - inspiring the “snap” in the drink’s eventual name. They bought the rights to the name from a man in Texas for what then seemed like a very expensive price of $500. Over time they established themselves as the “first company to produce a complete line of all-natural beverages,” that was “Made from the Best Stuff on Earth.”
Then in the 1980s, Snapple essentially created the non-carbonated segment of ready-to-drink beverages with its introduction of ready-to-drink fruit juices and iced teas. Snapple was also the first company to sell its drinks in single serving, wide-mouthed glass bottles, rather than the ubiquitous aluminium cans.
By the late 1980s, growing ranks of health-conscious consumers were snapping up Snapple products as an alternative to soda. By 1991, Snapple emerged as a nationally recognized brand.
In the 1990s, Snapple Corporation was one of the leading “New Age” beverage brands when the category was just beginning to take off.
Snapple Corporation was bought by Quaker Oats Company for 1.7 billion in
College of Commerce and Business Administration
University of Santo Tomas
"SNAPPLE: REVITALIZING A BRAND"
In partial fulfillment of the academic requirement for the course
BA31 Brand Management
Submitted by:
Bandian, Alvin
Co Ting, Annie May W.
Fernandez, Anthony C.
Francisco, Mary Abelaine J.
Lee, Marvin John C.
4M5
Submitted to:
Eric G. Pasquin, MBA
Course Lecturer
September 24, 2013
THE MAIN PARTS OF A CASE STUDY
I. Background Information
Snapple Corporation was established way back to 1972 in Brooklyn, New York when brothers-in-law, Leonard Marsh and Hyman Golden, left their window-washing business and teamed up with Marsh’s childhood friend and health food store owner Arnold Greenberg to sell pure fruit juice as the “Unadulterated Food Products Co.”
The name was inspired by their apple soda creation last 1978. The soda had fizzled - so much that several bottles exploded - inspiring the “snap” in the drink’s eventual name. They bought the rights to the name from a man in Texas for what then seemed like a very expensive price of $500. Over time they established themselves as the “first company to produce a complete line of all-natural beverages,” that was “Made from the Best Stuff on Earth.”
Then in the 1980s, Snapple essentially created the non-carbonated segment of ready-to-drink beverages with its introduction of ready-to-drink fruit juices and iced teas. Snapple was also the first company to sell its drinks in single serving, wide-mouthed glass bottles, rather than the ubiquitous aluminium cans.
By the late 1980s, growing ranks of health-conscious consumers were snapping up Snapple products as an alternative to soda. By 1991, Snapple emerged as a nationally recognized brand.
In the 1990s, Snapple Corporation was one of the leading “New Age” beverage brands when the category was just beginning to take off.
Snapple Corporation was bought by Quaker Oats Company for 1.7 billion in