Introduction
Snapple is among the top industries producing flavored water, teas and juice drinks. Snapple was founded in 1972 in the Greenwich Village of New York by child hood friends. Hyman Golden, Leonard Marsh and Arnold Green burg envisioned much potential in producing fruit drinks than the well-known snacks in the US food market. Snapple began by selling juice drinks to food retailors using the name; Unadulterated Food corporation (Snapple Museum of Best Stuff on Earth | Snapple, 2013). Snapple has undergone tremendous business growths as a result of the marketing strategies it adopted. At the heart of its success is internet marketing.
Advantages and disadvantages of internet based marketing communication strategies
Internet marketing offers numerous advantages to the corporation seeking to promote its products and services in the public domain; although, it also has some disadvantages. Internet based marketing enables the company target on specific potential consumers (Ranganathan & Ganapathy, 2002). Additionally, internet based marketing allows for instant feedbacks and suggestions from the consumers in relation to the new as well as old products and services. This advantage has benefited Snapple very much as it has raised the level of familiarity of consumers to products and their purchasing channels.
Despite internet based marketing being such advantageous, it also suffers some setbacks. Since internet based marketing is relatively a new marketing strategy, much experience and response is still confided on print, radio and television advertisements. Lastly, some consumers might find the advertisements on the websites annoying.
General factors are essential for a website to be effective in terms of marketing communications practices and strategies
In order to develop an effective website in relation to the marketing demands, a number of factors must be taken into consideration. The company must undertake an extensive research to establish the needs of their consumers. Secondly, the budget allocated must also be taken into account. Many at times, organizations work under a tight budget which dictates the selection of an appropriate design and approach which best suits the budget plan. Lastly the anticipated advantages and disadvantages, marketing practices and strategies should also be considered as they affect the simplicity in design and ease with which the website can be used (Deighton & Harvard Business School, 2003). The succeeding paragraphs highlight the understandable, easy to use and strategy and simply designed website Snapple adopted to promote its products to potential customers.
Factors used by Snapple and its usage
Many organizations have benefited from utilizing the internet based marketing channels effectively, one of them being Snapple. Snapple has kept on developing innovative marketing strategies to strengthen and enjoy a continued customer base (Deighton & Harvard Business School, 2003). Snapple has placed its products before their consumers in all ways possible. Snapple run sales promotions on their website which improves the product accessibility. Lastly, Snapple also has informative interactive forms which foster good customer relations as customers may interact with ease with the company. The website also provides information to customers on the company, any promotions or new products.
How does the website promote two-way communication between the company and the customer?
Snapple uses contact us form which gives the customers an opportunity to give feedback on products and also enable customers with questions or comments on the products to have their word across. Snapple also offer an immediate assistance program through the toll free number indicated on the website where clients might seek answers concerning product related questions. Lastly, Snapple website integrates Facebook and twitter to view and maintain contact with the loyal customers of Snapple.
How does the website gather information on the customer?
The Snapple website collect information from the customers through the fan page offered by twitter or Facebook which requires then to login. This enables Snapple to interact lengthily with the customers and also account for the number of fans it has.
How might interactions on the website between the consumer and the company be improved?
In order to improve the interactions Snapple has with customers, an online chat service should be introduced on the website. The service would be operated by chat operators who would readily and immediately answer any questions concerning the products. The website should also have survey features, so as to effectively arrive at what the consumers’ thoughts are, concerning the products and how improvements may be undertaken.
Responses
Reader1: Truly, Snapple presents their website in a distinct way which draws us to the shops for the product.
Reader2: The marketing strategy of Snapple is awesome; their website presents you with the ultimate answers to your questions
Reader3: it is fun using the Snapple website; it is very user friendly and highly reliable and interactive.
References
Deighton, J., & Harvard Business School. (2003). Snapple. Boston, Mass: Harvard Business School Pub.
Ranganathan, C. & Ganapathy, S. (2002). Key Dimensions of Business-to-Consumer Web Sites. Information &Management 39, 457-465.
Snapple Museum of Best Stuff on Earth | Snapple. (2013). Welcome | Snapple. Retrieved May 30, 2013, from http://www.snapple.com/history
