Snapple Beverage Corp

Paper Summary:

The writer presents the marketing plan in two parts. The first part is devoted to an assessment of the situation and opportunities and the second part is devoted to strategy and implementation. The paper looks at the current market situation and discusses the company's opportunities for growth and increased profit. The paper concludes with a table recording prior growth and further potential.

From the Paper:

"In 1920s, another controversy swirled in the softdrink industry over the use of caffeine in the beverages. During the 1920s, Coca-Cola advertised extensively to justify the use of caffeine in the product. This controversy eventually subsided, and the industry was not hit with another similar controversy until the 1960s, when the sugar content of soft drinks caused them to be called junk-food by many nutrition advocates. Partly as a means of sidestepping the junk-food label and partly as an attempt to exploit the developing fitness craze, softdrink manufacturers began marketing diet versions of their products, in which chemicals, such as cyclamates, were substituted for sugar. In turn, the chemicals, particularly cyclamate, became an issue themselves. Again, all of these controversies eventually subsided, and consumption of softdrink beverages continued to grow. In the 1980s, the substitution of aspartame for other artificial sweeteners enabled the diet softdrinks to experience unprecedented growth. In the 1990s, diet drinks are star performers in the industry (Fatemi, 1999)."

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