Recommendations:
1: Comprehensive marketing research
3: Define the value of the product
4: Identify the gaps in the marketing of Snapple
Comprehensive marketing research
A study to establish the position of the Snapple brand in the market would be critical in laying the background to turn around the sales of the brand. The survey would be crucial to establish the quality and prices desired by the customers in the beverage sector. The comprehensive research would also provide the level of competition which will enable the company to position the product in consideration of the market realities (Deighton, 8). An intensive market survey would also reveal the value that the consumers attach to the brand so that the company acquires relevant data for improvement. The data is also necessary to identify the segments of the market served by the product, in a deliberate attempt to search for new markets. The information on the availability of related products in the market would also be critical. Such information would be crucial to improving the quality and also fixing an appropriate price for the products. The research will provide the complete information such as the quality of marketing necessary to penetrate all the levels of the market. The distribution chain information is critical as it will avail information on the nature and regional distribution of the existing networks.
Cultivate brand royalty
Mike Weinstein had a daunting task at hand as Snapple was on a declining trend regarding sales. Having created the perception of a fashion product, it is critical to identify the factors that influence the sales of fashion brands in the market. The concept of brand loyalty is significant as it will ensure that the consumers develop positive perceptions about the product. The strategies such as promotion and effective advertisement techniques such and the application of the social networks and the internet should be a priority (Deighton, 8). The developments will ensure that the product captures the attention of the consumers to form a starting point on how to engage them.
Making the customers feel good about the product will ensure that they would want to be associated with the product and therefore continuous consumption which will reverse the sales trend. The understanding of features of a good fashion brand will offer a good beginning to the marketing department that Weinstein represents. The presentation of the brand as an authentic brand will be critical in cultivating the brand loyalty, which will imply that the consumers will recognize the product as real in the segment of the market. The experience acquired over the years at Pepsi, A &W, and Mistic Beverages should be effectively applied to turnaround the brand. A rebranding will be a necessary component in the achievement of the brand royalty. A rebranding strategy will enable the company to focus on the areas of the market that may have been neglected in the past, which may have contributed to the decline in sales.
Define the value of the product
Defining the value of the product will offer a differentiation between the product and the related products and competition in the market. It is critical to mention that the customers purchase the products to obtain some of the value than they can obtain from others in the same market. It would be vital that the marketing team establishes the value so that the customers are aware of the exact benefits they would gain from consuming the product (Deighton, 8). It would be critical to communicate the specific impact that the consumption of the product will have on the consumers. The communication should also inform the potential users what they are missing by not consuming the Snapple product. For example, the purchase of the product saves time as it can be purchased anywhere which is important to the consumers. Other values include the price of the product which implies that the same must be competitive in relation to-products by other companies. The status gained as a result of the consumption of the product is another value that the product offers to the comers and which should effectively communicate by the marketing team.
Identify the gaps in the marketing of Snapple
The marketing team should identify the gaps existing in the current market arrangement regarding the product. Several reasons could inform the current decline in sales. In the development of the business plan for the endeavors, the understanding the level of demand for the product would be crucial. Such an effort will be vital in the formulation of objectives related to the sales of the product. For example, it will be important to establish if there is development in technology that is hindering the sales of the product. Such an establishment will ensure the introduction of appropriate technologies in production and the entire distribution network to fill any existing gaps. The effort will be important in the definition of the market as a measure to cater for the specific needs of the market. The identification of the gaps will also inform the identification of the right skills to spearhead the marketing team (Deighton, 8). The endeavor will also be crucial in identifying the right marketing talent to reverse the negative sales trend of the product. The identification of the current profits position will also be crucial as a measure to evaluate the availability of the resources to maintain the marketing campaigns of the products. The use of the appropriate marketing strategies will also be assessed to determine if the right strategies are being employed in the commercialization of the product. Such an assessment will be necessary for the creation of appropriate strategies for improvement.
Works Cited
Deighton, John A. "Snapple." (2003). Havard business school
Appendix
