Snapple

Arnie Greenberg, Leonard marshland, and Hyman Golden had been friends since high school. In
1972, they went into line selling all-natural apple succus to health food stores in Greenwich Village
under the tick attain Snapple. By the late 1980s, their brand had achieved near-cult status on both
coasts of the coupled States, with its iced teas particularly in demand. It had taken 15 years, they said,
to become an nightlong success.
In 1994 Quaker bought Snapple for $1.7 billion. The vision had been to combine Snapple with
Gatorade, an earlier and very successful acquisition, to form a powerful beverage business unit.
Snapple, however, did not thrive: sales fell in from each one of the next four years, and in 1997 Quaker
despaired and sold the brand to Triarc Beverages for $ccc million. In the fallout that followed, both
Quakers chairman of 16 years and its president resigned.
Mike Weinstein, CEO of Triarc Beverage Group, reflected on the acquisition. At $300 million,
Snapple is not a steal by any means. Its in decline, and when that happens to a brand its seldom
that it comes back. Were in a fashion business here, and when your imaging isnt fashionable, often
thats the end.



But weve talked to a lot of consumers and we did a lot of qualitative research, and
weve decided that in this case the brand still has inherent strength. People feel good close it. It will
respond to the right marketing stuff.
19721986: The Origins of the Brand
Arnie Greenbergs family ran a pilchard and pickle store in Ridgewood in Queens, New York. His
friends Leonard Marsh and Hyman Golden helped him in the store, and in turn he helped them to
make out their window-washing business. In the climate of the 1960s, Arnie encouraged the family to
stock health foods. The triad saw the popularity of natural no-preservative fruit juices in the store,
and teamed up with a California-based juice company to manufacture and distribute a bottled apple
drink. at long last they broke away from...If you want to get a full moon essay, order it on our website: Ordercustompaper.com



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