Snapple

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Report On Snapple: Revitalizing a Brand

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Prepared for: Mahbub Hossain




Group Members:

Mahbub Md. Rakib 08-10322-1

Farzana Tuli 08-10322-1

Farzana Tuli 08-10322-1

Farzana Tuli 08-10322-1

| | |ACKNOWLEDMENT|3 |
| | |EXECUTIVE SUMMARY |4 |
| | |INTRODUCTION |5 |
||Question-1 |How would you characterize Snapple’s brand image and sources of brand equity? What are the strengths |6 |
| | |and weaknesses of the brand’s existing personality and image? | |
| |Question-2 |Where did Quaker go wrong? What could it have done differently? IsCadbury in danger of making the |8 |
| | |same mistakes as Quaker did? | |
| |Question-3 |How effective and appropriate do you think Triarc’s marketing program was? How effective and |9 |
| | |appropriatedo you think Cadbury’s marketing program is? What changes if any, would you recommend | |
| | |Cadbury make to the Snapple marketing? | |
| |Question-4 |How has Snapple’s sale to Cadbury affected Snapple’s equity? Are there dangers of the brand’s |10|
| | |association with a large corporation? | |
| | | | |
| |Question-5 |What do you think Cadbury’s next move with Snappleshould be? Should the company attempt to expand or |11 |
| | |reposition Snapple? | |


TABLE OF CONTENTS









Acknowledgement



This study is the outcome of a research work undertaken by the Brand and Product Management course instructed byMr. Mahbub Hossain faculty of business administration of American International University Bangladesh for Spring 2011 semester’s student to experience and gather knowledge from a practical marketing research.



We are grateful to them who have spontaneously assisted us in conducting the study.

All of our group members supported each other throughout the making of this report and completingit successfully. We have done some group discussions, where we shared each other’s views on the different issues of our topic.



The success of this report depends on the contribution of the number o people. Specially those who have shared their thoughtful guidance and suggestions to complete this report. Without their help, support and co-operation we would not be able to complete our studysuccessfully.























EXECUTIVE SUMMARY

In this assignment we practiced on Snapple Corporation include production Snapple’s brand image and sources of brand equity, Quaker’s management, Triarc’s marketing program and Cadbury’s attempt on Snapple.

Most important thing for a company is to set a brand image that makes...