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Essay Details:
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Essay text:
Snapple couldn’t co-exist with Gatorade and failed as:
• Brand Positioning was different: Gatorade was about sports and a high-energy, athletic image for top performers. Snapple, on the other hand, had always been promoted as New Age and healthy alternative to standard soft drink brands with no defined benefits.
• Imaginary different:
o Gatorade : lifestyle brand
o Snapple: fashion brand
• Advertising:
o Controversy laden for Snapple with offbeat public relations and radio shows and games
o Conventional Textbook advertising as a energy drink for Gatorade
• Distribution system different: mass market operating style and Snapple’s quirky, entrepreneurial and distributor oriented style...
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