Snapple

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Title: Snapple

Essay Details:

Subject: Business

Author: William C

Date: December 26, 2012

Level: University

Grade: B

Length: 2 / 510

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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