MARKETING FOR SNAPPLE

Marketing Planning Management and Control



Marketing Planning Management and Control

Introduction

The launch of a non-coke drink, Snapple has marked a significant change in the beverage market that is dominated by non-alcoholic drinks, Coca-Cola and Pepsi for a long time. A new launch of a drink in parts of North America and the United Kingdom requires a subsequent, comprehensive marketing strategy that can take the product to new heights and demands. This assignment seeks to develop an understandi9ng about the role of marketing planning in developing a market for Snapple along with assessing the opportunities that it creates for beverages like Coca-Cola and Pepsi.

The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. In this regard, the role of a comprehensive marketing planning and strategic marketing process is of utmost importance to create a market based on consumer needs and requirements. Marketing planning is thus, a complex task that is dominated by a series of interconnected activities, each aimed to create a substantial share of the given product in the target market.

1. Considerations of Marketing plan for Snapple

The market that Snapple products compete in is the Alternative Beverage category being a highly dynamic market where a range of beverages from water to juices to sports drink dominate the market and compete against each other. The lifestyle to which Snapple was intended to oppose what the average American is associated with consumerism, war, MacDonald, Kentucky Fried Chicken (Blyth, 1999, p. 14). In this context Snapple brands built a highly individualistic: healthy, natural, environmentally friendly, featuring quality ingredients. Hence, while launching it in the extended market, Snapple should take into consideration, the varied demographics of the U.K. market, its target consumers' needs and consumption patterns and the financial costs associated with the positioning of the brand in the new market. A modified marketing plan for the new market can create many new benefits for the company in the long-term as it establishes significant marketing approaches for the new targets based on a pure consensus of their choice and preference (Boddewyn, Soehl, Picard, 1986, p. 75). In addition to this, Snapple's marketing plan should consider the following areas in order to realize benefits out of its marketing strategies:

Product Development Plan

Marketing Communications Plan

Sales Development Plan

Customer Service Plan (Bright, 2002, p. 2)

2. Relationship between Marketing plan and Corporate Plan

The major relationship between these two plans is that a marketing plan cannot be implemented unless a specific, futuristic and competitive corporate plan already exists for the company. This means that a company's marketing plan is established after the corporate strategy or the corporate plan is formulated. The corporate plan of a company lays out distinct objectives and the mission to which the company adheres all its life (Buatsi, 2005, p. 26). It specifies the core strategy and “reason for existence” of the business, while developing itself on the company's mission and vision ...