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Executive Summary:

I. Triarc should make the following changes in strategy to increase sales volume and market share for the Snapple brand:

a) Get Back to basics by specifically refocusing on what made the brand successful initially.

b) Increase TV, radio, and print advertising to create a new buzz for the brand.

c) Sign several new celebrity spokespersons to reconnect with consumers.

d) Re-focus on the ‘100 percent natural" brand message.

e) Do not change the labeling and/or bottling of Snapple.

II. Snapple should focus on increasing market share in both the juice and soda drinking market segments. These segments have the greatest growth potential at this time, and represent the most significant opportunity for Snapple.

III. Snapple should avoid commercialized marketing efforts and over-stylized advertising used by other soft drinks, and instead should focus on being quirky, fun and offbeat.

Recommendations:

The following strategic......

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Approximate Word Count: 970
Approximate Pages: 4 (250 words per double-spaced page)

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