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Creating a backup blueprint: A marketing crisis can be easily managed with the right tools on hand. (Marketing).

Publication: Beverage Industry
Publication Date: 01-MAR-02 		Format: Online - approximately 955 words
Delivery: Immediate Online Access
Full Article Title: Creating a backup blueprint: A marketing crisis can be easily managed with the right tools on hand. (Marketing).(beverage industry)(Brief Article)

Article Excerpt
Every element of a successfully run beverage business evolves from a well thought-out idea or plan. Whether it's a revolutionary new product on-premise promotion, new packaging or the extension of a well-known marketing platform, anticipating the outcome and potential challenges for new concepts is critical to effectiveness, regardless of the size of the project. Company missions and business plans outline ideal scenarios for all business practices, though everybody knows there is the possibility of blunders -- any type of glitch from a rumor in the marketplace to product tampering or quality control issues. The good news is that beverage marketers are confident that any marketing crisis can be handled with the right tools and 'blueprints' to outline 'not-so-ideal' scenarios.

"We have a lot of different measures in place," says Steven Jarmon, vice president of communications for White Plains, N.Y.-based Snapple Beverage Group....

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