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Snapple Research and Evaluation

!
Victoria McDonald
Tara McQueen
Tori Norton
Sydney Parise
Taylor Reisdorf
 Table of Contents
Executive Summary 2

Situation Analysis 3-14

Research Method 15

Data, Information & Insights 16-17

Creative Brief 18

Conclusion 19

Appendix A 20-22

Appendix B 23

References 23

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 Executive Summary
Snapple resides third in the top four competitors of the Ready-To-Drink tea market. Snapple is
positioned as a quirky and fun all-natural tea and juice brand. Snapple originated in New York,
which is known as its heartland. It is distributed nationwide, but lacks brand awareness, unlike its
competitors. Snapple’s goal is to increase overall brand awareness and distribution across the
United States. Snapple wants to enhance its brand image and connect more profoundly with its
consumers.

We conducted survey research and found that when consumers are purchasing an RTD tea the
two factors that are considered most are flavor and convenience. This indicates that those who
participated in our survey typically live fast paced and busy lives. Purchasing convenience is valued
in order to quickly and efficiently purchase their beverage. Flavor is also an important factor
because those who choose to purchase the product want to be able to enjoy the taste and variety
of flavors. In fact, our survey also indicated that fruit-flavored and lemonade-mixes are two favorites
amongst respondents. The participants in our survey are more prone to trying new flavors that
make the drink taste unique compared to ordinary beverages.

Snapple should utilize various forms of social media platforms such as Instagram, Twitter, and
Facebook. As well as, traditional media like television in order to reach its target audience in a
more concentrated manor. Snapple has the opportunity to align itself with pop culture in order to
enhance its brand persona. Snapple has over 50 flavors and should use this to its advantage by
providing fun options for young consumers. This will encourage the younger millennials to get
more involved with Snapple as a brand and ultimately make their drink of choice.

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 Situation Analysis
Introduction
Created in 1972, Snapple is now owned by Dr Pepper and has grown to be one of the top four
market shareholders in the Ready-To-Drink (RTD) tea market. It holds 7.3 percent of the market
(IBISWorld 2014). Originally sold door to door, Snapple is now distributed in grocery stores all over
the country. Originating in the Northeast, Snapple faces challenges of reaching consumers across
the country (Snapple 2015).

Snapple is known for producing non-traditional flavors with quirky names. Snapple also
differentiates itself with a glass container that has an identifiable “pop” when the lid is twisted off.
The lid contains a “Real Fact,” which adds to the brand’s quirkiness (Snapple 2015).

Snapple’s current campaign is “Born in New York, Made for Everyone,” which has New Yorkers
telling people why they love Snapple and why everyone else should too. This campaign is parallel
with the brand’s personality of being wholesome, upbeat, original and witty. The current campaign
will run through the third quarter of 2015 (Snapple 2015).

Generally, Snapple uses non-traditional media outlets and associates with pop culture and comedy
based channels. Snapple wants to increase the buying rate of heavy users from nine times a year

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to ten times a year. Snapple is also looking to increase the buying rate of light users from once per
year to three times a year (Snapple 2015).
 Current Market Situation
The Dr Pepper Snapple Group Inc. is a leading manufacturer and distributor of nonalcoholic
beverages in North America. Snapple introduced new premium products in 2013 and 2014 and
have boosted the company’s industry-relevant performance in recent years (IBISWorld 2014).
These products have improved distribution under the Snapple brand and have increased the
company’s industry-specific revenue at an average annual rate of 1.5 percent to $385.8 million in
the five years to 2014 (IBISWorld 2014). The product segmentation for the RTD industry includes
organic tea, herbal tea, diet tea, all-natural tea, and fruit flavored tea. All natural tea leads the
market with a 36.1 percent of revenues and is followed by diet teas with 25.8 percent (IBISWorld
2014). Because consumers are more health conscious now, RTD teas have an advantage over
unhealthier drinks that are also sold packaged, like soda.

Competitors

The major competitors in the RTD Tea Production are The Dr Pepper Snapple Group Inc., AriZona
Beverage Company, Unilever, and Nestlé SA. The Dr Pepper Snapple Group Inc.’s current market
share is 7.3 percent, the third largest of the four competitors. The largest competitor is AriZona
Beverage Company with a 17.3 percent market share and is followed by Unilever with a 15.6
percent market share. Lipton and Brisk teas are owned by Unilever and have a partnership with
PepsiCo (IBISWorld 2014). The smallest market share of the four competitors is Nestlé SA with a 6.7
percent market share (IBISWorld 2014). Snapple’s indirect competitor is The Coca-Cola Company
who holds a minor market share of 3.8 percent and participates in the RTD Tea Production industry
with its Gold Peak, Fuze Tea and Honest Tea brands (IBISWorld 2014). All regular and diet RTD teas
are in competition with Snapple, as most consumers have a preferred brand and drink of choice.

Snapple has an indirect competition with the carbonated beverage industry, water bottle industry,
and juice drink industry. Consumers are becoming more health conscious when choosing
beverages and therefore the water bottle industry has been increasing as the carbonated beverage
industry has been decreasing. The juice drink industry is in steady competition with RTD teas as
they both continue to grow and expand product lines. Snapple’s growing low-calorie and diet
flavored drinks offer an opportunity to reach a healthier consumer seeking RTD teas.

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 Differentiation

Snapple is differentiated from its competitors because it brands itself as a quirky, fun company that
is a premier provider of bottled RTD teas and juices. It differentiates itself by coming in a 16oz glass
bottle with a premium price that offers over 50 flavors to its consumers. Snapple’s qualities like the
“pop” noise of the Snapple bottle being opened and the “Real Facts” inside every bottle cap make
the beverage fun to drink and keep consumers entertained. It is positioned as a more luxurious
and expensive tea compared to its competitors which take a more affordable and less premium
approach.

Distribution

Snapple’s demand industries are grocery wholesaling, supermarkets or grocery stores,

convenience stores and vending machine operators. Snapple’s distribution in North America is
parallel to its competitors, however it lacks extensive international distribution compared to its
competitors. Snapple’s partnership with Dr Pepper increased distribution in North America and
raised brand awareness and recognition.

Regulations

Companies in the RTD tea industry must comply with specified regulations, which guarantees
ingredient safety and creates a standard for products made for human consumption. Federal and
state oversight manages the manufacturing process, safety, labeling, recycling and advertising for
the industry. All companies in the industry have to spend capital and effort to ensure its compliance to these
standard (IBISWorld 2014).

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 Target Market
Dr Pepper Snapple Group Inc.

Although Dr Pepper Snapple Group Inc. is in Plano, Texas; Snapple’s headquarters are in New York
City. Snapple calls this the heartland because 50 percent of Snapple purchases are in New York.
New York accounts for a large percent of heavy users, while the other 50 percent of the U.S. are
considered light users (Snapple 2015). Snapple’s target market includes people between the ages
of 18-49 years old, who are positive and looking for a wholesome and simple, but quirky product.
The target consumer is fun and healthy, but not an extreme health nut (Snapple 2015). Currently,
Snapple’s target audience is New York, but in hopes to reach the broader U.S., the campaign “Born
in New York, Made for Everyone” was placed on NBC, a national television channel (Snapple 2015).
A typical consumer may be a young, on-the-go type of person who stops at a vending machine for
a quick drink and continue on his or her busy day. The target market’s media usage is based on
digitally savvy consumers who are on their mobile devices, checking social media and influencing
followers. Snapple has also reached a unique target audience, the Hispanic community, by
sponsoring the 15th annual Latin Grammy’s in November of 2014.

AriZona Beverage Company

AriZona Beverage Company has an international market. It markets its products to the U.S.,
Canada, Columbia, Mexico, France, Russia and Taiwan (IBISWorld 2014). Originated out Brooklyn,
the company currently strives to reach a wider target audience within the U.S. AriZona Beverage
Company’s website aims to grab attention from “hip” and spirited youth. Its target market includes
high school or college-educated white, male and female (AriZona Beverage USA 2015). AriZona
Beverage Company does little advertising, but its website has links to different social media
including Twitter, Facebook, Tumblr, Pinterest, YouTube and an email newsletter subscription. It’s

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vibrant website (drinkarizona.com) also includes blogs about fitness and health, celebrities, art and
music. Therefore, its audience seems to attract a young crowd with digital media dependence.
 Unilever’s Lipton

Unilever’s Lipton is publicly traded in the Netherlands, U.S. and England. Although the typical
Lipton users are busy 18 to 49-year-olds who value health, Lipton’s joint venture with PepsiCo
opens up a new target audience (IBISWorld 2014). Soda drinkers who are now looking for a
healthy substitute are exposed to Lipton. Lipton’s website has a colorful, but basic layout that is
user-friendly, but not as youthful. On its website, it offers links to its Facebook, Twitter, Pinterest and
Instagram. Lipton’s audience includes young adults and baby boomers who ecofriendly and enjoy
a healthy lifestyle. These consumers may often check social media to post pictures of activities,
“pin” recipes or share information with friends on Facebook.

Nestlé SA’s Nestea

Nestlé SA is Switzerland based and has a market reach in Europe, Americas, Oceania and Africa
(IBISWorld 2014). Nestlé SA’s Nestea benefits from a target market of young adults who prepare
food at home for their families and are less likely to dine-out. Its RTD bottles attract consumers who
are active, sporty and on-the-go. Nestea’s audience appears to be older due to its minimal social
media presence. Nestea’s website is still colorful and warm, but has less social outlets than do its
competitors. Due to Nestea’s smaller market share, its full advertising budget is allocated to print.
Print aims to reach its target audience of adults who are less digitally enthused.

Collective Target Market

Snapple, as well as its competitors, have some similarities in its target markets. The key
demographic for RTD beverages is 18 to 49-year-olds who live a healthy, but busy lifestyle.
Millennials are more accepting of nontraditional flavors, whereas baby boomers and older
millennials like traditional green and black tea (Mintel 2015). The target market for Snapple is the
broader U.S. and the target market for the other companies are less geographically definitive, due
to their international presence. The biggest psychographic difference is the contrast between the
younger generations’ digital media dependence and the baby boomers’ less savvy or “hip” digital
mentality. Nestea’s demographic, in terms of age, differ from the other three companies, both in
target market and target audience. Smaller brands, like Nestea, reach its audience through print
media. In contrast, companies who have larger stake in the RTD industry, like Snapple, Arizona and

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Lipton, advertise to younger target markets and audiences through television and the social media
listed on its user-friendly and energetic websites.
 Advertising, Public Relations
& Promotion
AriZona Beverage Company

AriZona Beverage Company is an American producer of a variety of high quality RTD teas (AriZona,
2015). These premium-brewed teas line the shelves in bold, uniquely designed packaging. The
goal of AriZona Beverage Company is to promote AriZona in a way that highlights the tasty,
refreshing and healthy qualities of its natural brews (AriZona, 2015). Their slogan “Refreshingly
healthy. Naturally tasty. Drink up.,” emphasizes their core features, while creating a clear call to
action to their consumers. The campaign strives to position AriZona in a way that allows it to stand
out among competitors (AriZona, 2015). AriZona wants their consumers to see that its iced teas
provide everything they are looking for in a beverage and still able to maintain a healthy and
balanced lifestyle. Their target market consists of 18 to 34-year-olds who are on-the-go, health
conscious and active in their own self-fulfilling ways (AriZona, 2015). AriZona Beverage Company
strives to establish strong relationships with their clients, collaborating with them to produce
innovative ideas; ideas that serve as the foundation for success (AriZona, 2015).

Unilever

Unilever is a company that has devoted themselves to responsible marketing and advertising.
As a leading global consumer goods company, Unilever promotes the benefits of their products
using many different channels of brand communication (Unilever, 2015). In 2003, Unilever was
one of the first companies to apply their own principles to the marketing and advertising of all our
food and beverage products. These global Food and Beverage Marketing Principles were instilled
through their Marketing Lawyers Network- their global network of marketing legal experts, in
collaboration with their marketing teams, in order to fully commit to the health and well being of
their consumers. The Principles have been reviewed regularly since 2003 and updates published,
the latest being in 2014 (Unilever, 2015). An example of one of their principles is to ensure that
marketing messages and their executions are appropriate in the light of the obesity issue that
has plagued a lot of the younger population. A way they are able to implement this principle is

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avoiding the deception of over-sized portions and excluding any materials that undermine the
ideology and promotion of a healthy, balanced and active lifestyle.
 Nestlé SA

Nestlé’s goal is to enhance people’s lives through various platforms, but primarily focusing on
wellness, health and nutrition. Nestlé offers ‘healthier and tastier’ food and beverage choices
at all stages of life and at all times of the day (Nestlé, 2015). Based primarily on Research and
Development, along with science, Nestlé has been able to innovate its food and beverage
portfolio. Nestlé has extended the boundaries of nutrition, health and wellness with Nestlé
Health Science, enabling the company to lead the development of nutritional therapies that
transform the way people; patients and healthcare professionals manage health (Nestlé, 2015).
Through the creation of Nestlé Skin Health, the website offers scientifically proven products
and solutions for people’s skin health needs for their consumers. Nestlé has expanded their
marketing communications through schools, by strengthening their health and wellness programs.
Specifically, positively impacting children’s’ development and support governments’ goals to
increase physical activity, such as the Nestlé Milo sports development programs (Nestlé, 2015).

Dr Pepper Snapple

Dr Pepper Snapple Group, Inc. is the leading producer of flavored beverages in North America
and the Caribbean. Their success is fueled by more than 50 brands that are synonymous with
refreshment, fun and flavor. They have 6 of the top 10 non-cola soft drinks, and 9 of our 12 “power
brands” are No. 1 in their respective categories (Welcome, 2015). The company’s most recent
campaign kicked off with 30-second and 15-second television commercials airing now on network
and cable television stations nationwide. In addition to television, consumers can visit the “weExist”
social network, which lives on DrPepper.com (Welcome, 2015). Along with television spots, they
included several other traditional advertising elements including radio, out-of-home, promotional
activities and retail point-of-sale.

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Throughout the years, Dr Pepper Snapple’s advertising campaigns have instilled the idea that it’s a
unique product in the soft drink market. For instance, the company’s 2012 “Always One of a Kind”
campaign, inspired by the popular 1970s “I’m a Pepper” commercials, conveyed the point that
the consumer drinking Dr Pepper stands out in a crowd (Welcome, 2015). In 2011, the company
launched Dr Pepper TEN, a lower-calorie product with the same flavor as Dr Pepper. The company
targeted young men as the consumers for this product and brought out a bold campaign with
“It’s Not for Women” tagline. The company’s idea behind this campaign was that young men, like
young women, would be able to enjoy and appreciate a low-calorie drink option. The campaign
faced a lot of criticism from female consumers.

Dr Pepper Snapple Group Inc. is continually strengthening its position as a major beverage
company by acquiring regional bottling companies and distribution rights. This will reduce the
company’s reliance on third-party distributors such as The Coca-Cola Company and PepsiCo Inc.
to a certain extent (Welcome, 2015). In 2010, the company signed a 20-year distribution deal
individually with Coca-Cola and PepsiCo, for which it received one-time payments totaling $1.6
billion. These deals have automatic 20-year renewal periods and require Coca-Cola and PepsiCo to
meet certain performance conditions (Welcome, 2015).

Difficult business conditions have forced Dr Pepper Snapple to reduce its planned 2014
advertising spending to around 7.5 percent of sales, compared to 8.1 percent in 2013. The
company is focusing its advertising campaigns on the Hispanic community, who are major
consumers of carbonated soft drinks (Welcome, 2015). The company’s water brand Penafiel
witnessed a 23 percent rise in sales volumes in the first nine months of fiscal year 2014. Dr Pepper
Snapple Group Inc. has managed to stay strong in a challenging market marked by declining soda
volumes and heightened competition in the non-carbonated space (Welcome, 2015).

OhSnap!
is the best!

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 Advertising Budget

The Snapple budget for the full calendar year of 2017 is $50 million. In comparison to their
competitors, where AriZona Beverage Company has a budget of $10.1 million. Unilever, has
an annual media budget of more than $5 billion, most of which is handled by WPP Group’s
Mindshare, Interpublic Group’s Initiative and Omnicom Group’s PHD (AdWeek, 2015). In addition,
Nestle has an allocated budget of around $30.6 million. And lastly, Dr Pepper Snapple has
trimmed down their previous years advertising budget by $30 million, leaving them with an annual
advertising budget of $456 million.

As one can see, Snapple does not have the smallest budget out of its competitors, but it also
doesn’t have the largest either. They are right in the middle- what seems to be a trend for the
company.

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 SWOT Analysis
Strengths

Snapple has a strong brand name because it’s owned by its reputable parent company, Dr Pepper.
Its brand portfolio is strengthened because of its widely recognized ownership, making it a popular
amongst teas. The company has developed long-standing relationships with its customers, which
has helped create high brand awareness. In fact Dr Pepper, it is the leading manufacturer and
distributor of nonalcoholic beverages in North America. Snapple’s quirky personality, especially its
use of “Real Facts,” surpasses its competitors in positive brand perception. In addition, Snapple’s
expanding distribution in grocery stores has helped drive sales for the brand (IBISWorld 2014).

Opportunities

Dr Pepper Snapple Group Inc. has a great personality attached to its brand allowing it stand
out amongst its competitors. If Snapple continues to emphasize their quirky and exciting brand
voice, it could increase its brand awareness. There is also a lot of opportunity to increase and
improve distribution of the product. Snapple can take advantage of the market and expanded
shelf distribution in areas the competitors haven’t reached. Snapple has the chance to reach the
younger market by improving and increasing its social media presence. The rising health craze
presents opportunity for Snapple to promote its healthier drinks and lifestyle choices through its
media and other promotional activities.

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 Weaknesses

Although the company is owned by a larger parent company, Snapple itself is still smaller than its
competitors. With its headquarters originally in New York, Snapple’s distribution and awareness in
the northeast is strong, but it lacks in awareness in other parts of the country. This also means that
the company’s share is divided which makes it more difficult for Dr Pepper to help make decisions.
Although Dr Pepper Snapple Group Inc. is in the market’s top four shareholders; it falls at number
three up against its competitors. Another disadvantage is that the products have yet to reach other
countries outside of the United States, Mexico, Canada and the Caribbean. Another threat is the
health benefits widely promoted by other RTD brands. Snapple also lacks a strong social media
presence.

Threats

Unfortunately, the RTD Tea industry is an extremely competitive market because other large
companies, like Coca-Cola and PepsiCo, manufacture the same products. There is also an issue
with the rising health conscious society. Competing brands have a large social media presence,
which is utilized to promote healthy lifestyles and a variety of products or events. The recession has
also made it difficult for people without disposable income to spend money on small products at
high prices.

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 Research Method
Research Question
Based on region and age, how does a consumer choose their RTD tea?

Quantitative Data

We conducted a quantitative research by creating a survey. Our research question was ‘Based
on region, how does a consumer choose their RTD tea?’ We used a Qualtrics survey to better
assess a consumer’s influences and behaviors. We asked questions about demographics, media
consumption, and tea preferences and purchases. Prior to sending the survey out through mass
media, we assessed the value of our questions through an acid test. Our feedback included
changing a few grammar errors, inconsistent formatting and overall cohesive structure. Our sample
consisted mostly of college students that we have reached through social media or email. We
selected these college students because we were aware of the geographically diverse community
in the area. We needed 75 to 100 respondents to reach a point of saturation. We were able to
collect 91 respondents after sending our survey to 250 people. This yields a response rate of 36
percent. Our survey questions can be found in Appendix A.

Qualitative Data
We reached out to 5 people who agreed to let us interview with them. We conducted five in-depth
interviews with a variety of subjects to further explore our research question. We used convenience
sampling in order to collect insightful information from our interview participants. We interviewed
two males, one 18-year-old and one 25-year-old. We met with two women in their early 20s and
we spoke to one other woman who was 32-years-old. We collected responses from both men
and women in order to get a broad perspective of the millennial population’s purchasing habits
with Snapple. Our participants were geographically diverse which would benefit our research.
Millennials are frequently trying new products and we thought these interview participants would
give us good insight on purchasing behaviors from different regions. We asked questions similar
to our survey questions (see Appendix B), such as their media preferences, tea preferences and

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spending habits. We asked them in depth questions about their purchasing behaviors by asking
them how, why and when they choose to drink tea.
Data, Information & Insights
The following presents data charts followed by the key findings. Through this survey, we selected
questions that would pursue insightful information.

1. Regardless of region, nearly 56 percent of participants consume their media through social.
In the non-heartland region, the social media dominates, followed by television. This leads us to
believe the best platform to reach our target audience on is in these two forms of media.

2. As one can see in the graph above, the large majority of respondents did not drink bottled
tea. More specifically, 38 percent of consumers claim that they do not drink bottled tea. Because

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we are trying to increase purchase frequency, reaching the people who drink less than once a
month should be our main focus.
3. The main two reasons for bottle tea purchases are because of its flavor and convenience. This
puts Snapple in a great position because it’s two of its strengths. This also shows us that these are
the two areas that we need to continue to capitalize on against our main competitors.

4. If we were to specifically target a certain region, this graph would allow us to concentrate our
ad based on flavor per region. The majority of participants prefer half-tea, half-lemonade, green
tea, then sweet tea, followed by fruit flavored tea. Specifically, people in the west enjoy half tea, half
lemonade. This gives us the ability to strategically place each specific advertisement directed at a
designated region. For example, we can market half tea, half lemonade in the west. This also shows

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that people in the south enjoy sweeter flavors (half tea, half lemonade and fruit-flavored teas). So
another example would be to market sweet flavors in the south.
 Creative Brief
After extended research, we were able to gain insightful information that led to the following ideas.
These ideas were derived from careful evaluation of our gathered data.

Why are we advertising at all? We are advertising to increase purchase frequency from one to
three times in the non-heartland area and to increase overall brand awareness. Snapple is recog-
nized for its lively personality, but it lacks brand awareness in regions outside of the North East. Our
goal is to put Snapple on the same level as its competitors in the eyes of its consumers by enhanc-
ing the brand personality through advertising in areas we have not yet reached.

What is the advertising trying to achieve? Consumers in the vast majority of the United States are
unfamiliar with Snapple, or only know the beverage by name and not by its taste. Consumers are
more familiar with the offerings from Snapple’s main competitors rather than Snapple itself. We are
trying to achieve overall brand awareness by the end of this campaign and increase market sales
by one to three times in the non-heartland area. Snapple also aims to achieve a quirky and fun
brand image through the eyes of the consumer.

Who are we talking to? We are talking to our target market, ages 18-34, who are interested in
alternatives to carbonated beverages. The target audience includes people interested in the con-
venient yet unique taste of Snapple, which has several product lines and distinct flavors. The target
audience is high energy and optimistic making them more interested in a unique brands that stand
out from the ordinary.

What do we know about them? The ideal Snapple consumer is a young adult, engaged with
trends, willing to try new products and residing in the United States. They like nontraditional flavors
and are looking for RTD products because they are always on the go. Also, we know where they
consume their media which is where we will be focusing the majority of our advertising campaign.
Through media, millennials look to influencers in the community to encourage them to try new
products.

What’s the main idea we need to communicate? The main idea that we need to communicate is
that Snapple ‘promises a big bite from its bottle.’ Meaning, that Snapple offers a wide variety of
drinks and wants to put the Snap back in Snapple. We also want to convey that Snapple is the pop-
ular millennial drink, and that everyone should be drinking it. The idea is to continue reaching our
loyal consumer base, while also reaching a new target market nationwide.

What’s the best way of planting that idea? The best way of planting this idea to our target audi-
ence is by placing advertisements on various forms of social media and traditional media such as
television. One social media campaign could be led by a celebrity, such as Katy Perry, who would
post tweets or photos on Instagram that promotes Snapple. This strategy would exemplify the
‘quirkiness’ that Snapple prides itself on. Snapple could create a short commercial to air on one
of the four big TV networks, like ABC, as well as post the commercial on its YouTube account. The
supporting media could assist the commercial to go viral.

How do we know we’re right? We know that we are right because to reach our target market, we

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need to meet the media preference of our target audience. Per our research, we have found that
the best way to reach them is through social media and television platforms.
 Conclusion
Snapple has a strong and recognizable, quirky and fun brand personality. Its product packaging
includes “Real Facts” and a variety of flavors. However, Snapple struggles with lack of brand pref-
erence and regional distribution compared to its competitors. Other RTD brands emphasize the
importance of healthy living and the risks of obesity. Snapple would benefit if it focused on health
benefits in its advertising and promotional efforts. To increase health awareness, Snapple could
use promotional activities within schools, while simultaneously appealing to a younger population.
This activity could work to Snapple’s advantage because younger millennials are more prone to
trying new flavors (Mintel 2015). Snapple is known for having a variety of unique flavors. In efforts
to gain attention from a younger generation, Snapple needs to increase and improve its presence
on social media. Snapple’s heaviest users are in the northeast, where its headquarters are located.
Its latest campaign, “Born in New York, Made for Everyone,” doesn’t seem to impress the rest of the
nation. In order to gain awareness and brand preference from other regions, Snapple must appeal
to them in different methods. For example, southern states are known for their liking of sweet tea,
which aligns with Snapple’s ability to advertise nontraditional and sweeter flavors in the south.

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 Appendices
Appendix A: Snapple Survey Questions
Q. I appreciate your help to learn more about this topic. This research is for a TCU class. Clicking
on the following the link indicates your consent to participate in this research. Your answers will be
confidential and data presented only in aggregate. Thank you for your time!

Q1 What is your medium preference?

m TV (1)
m Social Media (2)
m Digital (3)
m Print (4)
m Radio (5)

Q2 What is your social media preference? Click all that apply.

q Facebook (1)
q Instagram (2)
q Twitter (3)
q Snapchat (4)
q Other (5) ____________________

Q3 Rank order of tea preference. (1 being your favorite and 4 your least)
______ Snapple (1)
______ Arizona (2)
______ Lipton Brisk (3)
______ Nestea (4)
______ Other (5)

Q4 How much are you willing to spend on bottled teas?

m Under $1 (1)
m $1 (2)
m $2 (3)

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m $3 (4)
m More than $3 (5)
Q5 How often do you drink bottled teas?
m I don’t drink bottled tea. (1)
m Less than Once a Month (2)
m Once a Month (3)
m 2-3 Times a Month (4)
m Once a Week (5)
m 2-3 Times a Week (6)
m Daily (7)
If I don’t drink bottled tea. Is Selected, Then Skip To What gender do associate yourself with?

Q6 When are you more likely to drink bottled teas?

m With a meal (1)
m On the go (2)
m As a snack (3)
m Other (4) ____________________

Q7 Why do you buy bottled teas?

m Price (1)
m Flavor (2)
m Convenience (3)
m Caffeine (4)
m Dietary (5)
m Other (6) ____________________

Q8 What is your favorite flavor?

m Half tea/Half lemonade (1)
m Black tea (2)
m Lemon tea (3)
m Green tea (4)
m Sweet tea (5)
m Fruit flavored tea (6)
m Other (7) ____________________

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Q9 What gender do you identify with?
m Male (1)
m Female (2)
m Third gender (3)

Q10 How old are you?

m Under 18 (1)
m 19-24 (2)
m 25-30 (3)
m 31 and up (4)

Q11 Where are you from?

m Northeast (1)
m Midwest (2)
m Northwest (3)
m West (4)
m South (5)
m Southwest (6)

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 Appendix B: Snapple Interview Questions
1. Do you drink bottles tea? If so, how often?
2. On what occasions do you choose to drink tea?
3. Why do you choose to drink it?
4. Do you prefer a specific flavor of tea? If so, what kind?
5. What brands are you familiar with?
6. Which do you prefer and why?
7. How much are you willing to spend on bottled tea?
8. Where do you live currently?
9. Where are you from?
10. Have you heard of Snapple?
11. When did you first hear about Snapple?
12. What do you currently think of the brand?

References
13. Have you seen Snapple advertisements in the past?

AriZona. (2015). Retrieved October 26, 2015, from https://www.drinkarizona.com

IBISWorld. (2014). RTD tea production in the U.S., Retrieved October 17, 2015, from http://clients1
ibisworld.com/reports/us/industry/default.aspx?entid=4297

Lipton Tea. (2015). Retrieved October 26, 2015, from http://www.liptontea.com

Nestea (2015). Retrieved October 26, 2015, from http://www.nestea-usa.com

Snapple. (2015). 2015-2016 Snapple Case Study. Unpublished manuscript.

Snapple. (2015). Retrieved October 26, 2015, from http://www.snapple.com

Sisel, E. (2015, July 1). Tea & RTD Tea - US. Mintel | Academic. Retrieved October 27, 2015, from
http://academic.mintel.com/display/716569/

Thomas, L., Baez, P., Davis, L., Santamaria, L., & Caccavale, K. (2012). AriZona Beverage USA, Inc.,
Top Notch Advertising Agency. Retrieved October 21, 2015

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