Dr Pepper Snapple Market Segmentation

Market targeting that is less specific brings Snapple greater success than trying to sell it as a lifestyle drink for certain segments of consumers. Consumers who are not concerned with what is current or popular at the moment are more likely to drink Snapple beverages. The attempt to make Snapple fashionable or socially driven did not help the brand’s success. The market segment that Snapple should target is normal or average people who think that they are quirky or different. Snapple beverages were created to appeal to a specific market segment. The 100% natural mantra that was adopted was meant to reach this demographic. The creators of Snapple were trying to sell their product to “young, health-conscious urban professionals in …show more content…
This appeals to target consumers because they are normal, everyday people that want a simple, easy drink. Its social influence is important because it needs to relate to consumers to be successful. This positioning remained after Triarc no longer owned Snapple. The brand is easily accessible and authentic. The portrayal of an honest company engages the target market because these consumers want a credible and effortless beverage.
Triarc sold Snapple to Cadbury Schweppes, now known as Dr. Pepper Snapple Group, in 2000. Dr. Pepper Snapple Group used the same market segment targeting and positioning that Triarc used. It began the “Real Fact” campaign that printed “facts” underneath the Snapple cap. This entertained consumers and appealed to the target market, which remained to be normal people who think they are quirky. These consumers liked the facts that were printed under the cap because it brought them odd, offbeat knowledge that people who were not Snapple consumers were not likely to …show more content…
Dr. Pepper Snapple Group achieved this by broadening Snapple’s online presence. The website has been continuously updated since 2002, when young consumers began their heavy use of the internet. The website now includes real facts and links to social media. Social media is a large factor in marketing to young consumers. The “Make Time for Snapple” campaign is being used to reach a younger demographic. The website includes a “Break Room” which contains online games.
Snapple has gone through many different target markets throughout its lifespan but the one that brings continuous profit is normal people. Focusing too narrowly on a certain demographic such as health-conscious consumers or consumers who drink beverages that match their lifestyles does not work for Snapple. It is not a brand that absorbs consumers but rather one that consumers can just enjoy. It is not complicated and its market targeting conveys that

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