Since then, it has become an industry giant, assembling an array of celebrity-backed fragrances, as well as those from well-known brands like Calvin Klein. Coty itself went public in For much of the past decade, JAB has spent billions of dollars becoming a powerhouse in the beverage industry, with a strategy largely built around buying a company, then using it to roll up rivals.
This marked the third year in a row in which sales of Snapple drinks had more than doubled. One half of the company's revenues were still contributed by iced teas, with the remaining portion made up by its 10 flavors of fruit drinks 45 percent and its 23 flavors of natural soda, fruit juices, and Snapple Sport drink. These gains continued in the first quarter of , as Snapple reported three-month sales that had doubled from the year before.
In order to strengthen its market share, Snapple embarked on a program in to expand its product offerings and to shore up its distribution system. In April, the company rolled out eight new flavors, including Mango Tea, three new sodas, and four new fruit drinks, including diet versions of popular offerings, such as Pink Lemonade. The company also introduced a larger, With these steps, Snapple hoped to shore up its fruit juice category, which Coca-Cola had recently entered with a line of "Fruitopia" drinks.
In order to display its products more effectively, Snapple unveiled a new glass-fronted vending machine, which showed 54 different beverages at once. The company rolled out of these to begin with, with plans to add 9, more in locations across the country. Snapple believed that the glass front of the machine encouraged impulse buying.
Snapple took steps to gain greater control over its domestic distribution in June With these investments, Snapple was able to increase its percentage of direct distribution, in which wholesalers sold and delivered Snapple products directly to stores, rather than to other middlemen who ran warehouses. In this way, the company hoped to gain greater control over its retail presentation and to get more shelf space, as distributors themselves actually stocked the shelves.
By the start of the summer of , Snapple had moved to a new headquarters building and increased its staff to people. In an effort to maintain the superior quality that it believed would support its market share, Snapple increased the size of its quality-control department rapidly. The company contracted with 28 bottlers in the United States and 2 in Canada to produce its beverages. Earlier that spring, Snapple had also expanded its international distribution to Japan.
The company looked to Australia, Singapore, and the Phillipines for further expansion late in By July , Snapple had solidified its position as the fastest growing beverage company in the world and the second largest seller of single-serving juices, growing steadily larger in a market that continued to rapidly expand.
Although the company faced significant threats from large and powerful competitors, its record of introducing popular new products boded well for its future success. James Press, As consumers, we often take for granted all the hard work that goes into building a great company. We see them around but we don't know what goes on behind the scenes.
Finally, we can read about how these great companies came about with Company Histories. Copyright c Company-Histories. All rights reserved. D r Pepper actually has a complex relationship with soft drink giants Coke and Pepsi.
Coca-Cola tried to purchase Dr Pepper when it filed for bankruptcy in Antitrust issues prevented that merger from taking place. P epsi also owns some international distribution rights to Dr Pepper. Dr Pepper also uses some Pepsi and Coca-Cola bottling facilities to bottle its products.
T he History of Dr Pepper. D r Pepper goes back to They began selling all-natural beverages to New York health food stores in , and their small company experienced rapid growth, especially in the relatively untapped market of ready to drink tea.
It took Snapple creator Leonard Marsh, Hyman Golden, and Arnold Greenburg, fifteen years of experimentation with different types of apple sodas and seltzer water before they came up with Snapple tea.
The brand's distribution channels were as unconventional as its promotions. Initially Snapple had very little supermarket coverage. Instead, it flowed through the so-called cold channel: small distributors serving hundreds of thousands of lunch counters and delis, which sold single-serving refrigerated beverages consumed on the premises.
In , Quaker Oats sold the business to Triarc, an entrepreneurial group sponsored by a set of venture capitalist for barely a quarter of the price that it had originally paid. The History of Snapple.
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