Roger's 1998 Short Picks Message Board

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Strategies & Market Trends : Roger's 1998 Short Picks

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To: Mark L. who wrote (18252)	6/18/1999 1:42:00 PM
From: BelowTheCrowd	Read Replies (1) of 18691

Mark, Quaker took a product they didn't understand (premium ice tea), which was sold through a channel which was not their main focus (small, urban stores selling individual bottles) and heavily promoted through a medium which they believed was inappropriate to their corporate image and the "values" of "their" customers (The Howard Stern Show). So guess what happened? They tried to leverage the brand into a zillion different types of drinks, a move that never really paid off. They dumped the small urban sellers of "ready to drink" single bottles in favor of supermarkets. In the process they alienated their core "yuppie" client base, but failed to sell the premium-priced product to suburban families. Howard Stern spent much of the next 3 years telling his 20 million listeners all the reasons why they SHOULDN'T buy Snapple and promoting alternatives instead. Made zero sense from start to finish. Revealed how insulated Quaker Oats was from the natural market for the product they were trying to sell. mg

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