Snapple Beverage Corporation

9 Pages Posted: 21 Oct 2008

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Kristina Friberg

affiliation not provided to SSRN

Abstract

What does an up-and-coming beverage company do when demand begins to exceed production? Students must wrestle with the options of cutting back on flavors or product lines and allocating demand to some outlets and geographic areas or coming up with other creative solutions to deal with the problem. Snapple also had to confront strong competitors (Coke, Pepsi, Nestea, Lipton) that were threatening to take share from Snapple in the very category it had created. The system of contract production and independent distributors further complicates Snapple's ability to implement short- and long-term solutions that would balance push-and-pull marketing. A teaching note and supplemental videos are available to registered faculty. The video supplements feature Snapple ads as well as Snapple Marketing Manager Jude Hammerle describing what the company did and why. This epilogue provides an opportunity to discuss those results, including Quaker's purchase of the company, and eventually, Quaker's sale of Snapple to Triarc.

Excerpt

UVA-M-0434

Rev. Oct. 14, 2015

Snapple Beverage Corporation

Dear Snapple,

I think I have an answer to one of your questions. The reason why the Boston Tea Party is on the bottle of iced tea is that all the Snapple lovers are throwing Nestea and Lipton Tea into Boston Harbor.

Thank you,

. . .

Keywords: distribution channels, marketing strategy

Suggested Citation

Farris, Paul and Friberg, Kristina, Snapple Beverage Corporation. Darden Case No. UVA-M-0434. Available at SSRN: https://ssrn.com/abstract=909957

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Kristina Friberg

affiliation not provided to SSRN

No Address Available

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