Hawaiian Punch “go- To- Market Strategy”

Hawaiian Punch “Go- To- Market Strategy”  

Eight companies distribute the most well-known brands in the U.S fruit juice and juice category.  These are the PepsiCo, Coca-Cola Company, Kraft Food, Sunny Delight, Cadbury Schweppes, Welch and Nestle USA. Of all its competitors, Hawaiian Punch is a strong competitor forming 55% of the total sales. Consumers have confidence in Hawaiian Punch as the product has established a strong market base with a reputation of 70 years in the market. Hawaiian Punch due to its long history has 94% consumer awareness of the product. To keep up with the competition, competitors employ innovation methods as introducing new flavors that appeal to Hispanic household. Moreover, competitors are expanding their lines with repackaging and advertising. Advertising has formed the main focus for competitors with spending on average 24 cents on every case sold on advertising.

The behavior of Hawaiian Punch differs between juice drink aisle and soft drink aisle in supermarkets and retail outlets. Supermarkets form the largest vendors of fruit and fruit juices. Supermarkets alone constitute of over 53.5% of the total sold. 20 percent of Hawaiian punch juice aisle buyers and 34% of Hawaiian Punch soft drink aisle buyers shop both supermarket aisles, second both supermarket aisles attract Hawaiian punch buyers from households with children under 18 years-old. The juice aisle was shopped more by households with children in the “under 6” to 12-year-old age group. The soft drink aisle was more popular among the households with children in the 6 to 17-year-old age range and skewed toward households with teens.

Finished goods will refer to good to a good that is ready for consumption. In reference to Hawaiian Punch, the finished product will refer to the commodity that is packaged a ready for the market. Cadbury Schweppes American Beverages will employ the necessary ingredients in the manufacture of the Hawaiian Punch. The manufactured Hawaiian Punch will be packaged in one of the three companies that Cadbury Schweppes owns. The company manufactures seven different flavors; Fruit Juicy Red, Orange Ocean, Lemonade, Green Berry Rush, Grape Geyser, Berry Blue Typhoon, and Strawberry Surfin’. The packaged Hawaiian Punch will form the finished product. Direct-Store Delivery is processes where by Cadbury Schweppes will sell Hawaiian Punch in concentrate form to licensed bottlers. Seven Up bottlers, Coca-Cola bottles and Pepsi-Cola examples of licensed Hawaiian Punch bottlers. The licensed bottlers will in turn combine the concentrate with water and sweeteners. The product is then packed in either cans or bottles and sold to retailers. Mazin’Melon Mix, Wild Purple Smash, Bodacious Berry, Green Berry Rush and Fruit Juicy Red are example of flavors that Hawaiian Punch markets through this method.

If I look forward to the 2005 Hawaiian Punch business and marketing planning, I would suggests that they could make adjustments in is to create more health conscious flavors that could appeal to both Hispanic and non-Hispanic families. They might introduce new product lines with new packages using health conscious labels. They could either raise the percentage of juice contents to its drinks or add more nutrition elements such as different vitamins. They might add their line new flavor such as mango. They could reposition the brand because finished goods can sell more soft drinks that focused on urban, multicultural teens and featured flavor variety and action- oriented appeals. Moreover, Hawaiian Punch should change their advertisement strategy. This is including Punchy mascot in their advertisement of their products will establish a strong product influence. Punchy mascot is an established trade mark that consumers of Hawaiian punch establish themselves with, excluding it from the product advertisement may affect outcome. Furthermore, advertisements are very important in attracting of new customers and keeping the available ones. Advertisement may also be effective when the company wants to establish a new product in the market.