TO: Dr Pepper Snapple Group Inc.
FROM: Van Anh Nguyen
RE: Snapple
DATE: 01/20/2013
Memo
After long history of passing the brand from hand to hand, Snapple have to build a strong and stable image among consumers by going back to its original roots.
Snapple became significant popular in 80s for a reason. It was different, unique, close to consumers lifestyles and beliefs, and most importantly “100% Natural”. With any changes, company has to focus on their core values . By improving components, Snapple will build its marketing strategy around the new change and focus more on teenagers/young adults and professionals.
Firstly, a lot of people claim that Snapple it is too expensive to a beverage, which do not contain any fruits and cost more than a fresh juice. However, on a bottle it is stated “All Natural”. In consumers mind it is very obvious, if product says natural it has to be natural. They should not doubt about the product`s ingredients, but instead have trust for a product as well as to the company. Company had changed in past decades a lot, but it never got back a reputation of “old-Snapple”. If Snapple changed the formula into healthier product, it can gain more popularity in young generation. The idea that “…this generation of children could be the first basically in the history of United States to live less healthful and shorter lives than their parents”(Ludwig) scares a lot of people and push them toward changes in a lifestyle. So there is no need to compete with soda business (Dr Pepper Snapple Group Inc. already have strong image in that are), but provide another alternative.
Secondly, Snapple can start a new renovation from its original home New York. And then spread it in the rest of market. Most of the trends are born there and Snapple can become one of it. The metropolitan area in which morning starts with a cup of coffee can get used to a lunch with a bottle of Snapple. Competing with a coffee industry in morning time frame is mostly impossible and difficult (as an orange industry does), but