Nowhere is the battle of brands more fierce than in the beverage industry, a fact evident to anyone within the range of radio, television, newspaper, magazine or billboard advertising. "It's extremely competitive," says Neil Volkmar, Snapple's vice president of supply-chain operations.
"In the beverage world, the big carbonated folks - the Cokes and Pepsis of the world - are seeing a great deal of the business move into the non-carbonated, healthier-alternative, new-age products," he explains. "And that's right where we play. Snapple pretty much established that market, but it's become very competitive and now we're going up against giants."
To help sharpen its edge against such gargantuan competitors, Snapple turned to Ryder Corp. of Miami, Fla. "We've accomplished our primary goal of increasing service quality while reducing cost," says Volkmar of the Ryder partnership. In addition, outsourcing has enabled the company to focus its attention on innovation in packaging and flavors. "And that's where we really want our management team focused," he says. "With Ryder on board, we're able to devote our time and attention to our core competencies, to those things we need to do to continue to be a growing and prosperous business, while leaving our logistics challenge in the hands of the experts."
Having been acquired in October 2000, Snapple Beverage Group now operates as an independent unit of Cadbury Schweppes, which also owns Motts, Dr. Pepper and 7-Up as well as having a considerable presence in the confectionery market. Headquartered in White Plains, N.Y., Snapple boasts a beverage portfolio manufactured and marketed in the U.S., Canada and Puerto Rico that includes Snapple, Mistic, Orangina, Stewart's and Yoo-hoo.
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