Recommendation I: Innovative Promotion Strategy
It is evident that Snapple drink was misinterpreted by the Quaker management, once the decision to turn it from “fashion” to “lifestyle” brand was taken on the top management. While the sales of the Snapple soft drinks fell as consumers felt betrayed and believed that the natural and family brand was “sold out”, people still feel good about the old Snapple experience, based on the following values:
Fun drink with informal and natural proposition;
Sensual experience with high variety, imaginary and special flavors; Taste experience, created by packaging of the drinks; Unique drinks, which is differentiated from traditional Coke-style sparkling drink as well as simple water; ...
