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Essay Details:
Essay text:
that bought and sold troubled assets
? Had beverage assets like Mistic and Royal Crown Cola
? Bought Snapple for $300 m to take the advantage of the brand value that Snapple enjoyed
PROPOSED MARKETING STRATEGY FOR SNAPPLE
? The brand and its message is interpreted differently regionally from fashion forward in New York to health conscious in St. Louis
? Wendy could be brought back for a commercial
? to get consumers excited and talking about Snapple again
? An Endearing persona will help relate to the brand on multiple levels
? Introduce a brand/ product named after Wendy Kaufmann
? Invest in advertising heavily, run more promotions – creating product awareness
? Network television, local television spots and radio advertising
? Alignment of product , image and company atmosphere will help restore the consumer confidence from the perceived “sell out”
? Repair the damage Quaker Oats did to the distribution line
? Restore confidence in the brand to the distributors and assurance of their value in Snapple’s success
? Encourage distributors to talk up the product and push it once again to their customers
? Continued variety and experimentation
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Common topics in this essay:
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