Case Study: Hawaiian Punch
How would you characterize the U.S fruit juice and juice drink category? The U.S. fruit juice and juice drink constitutes of 4.7 of the total 185.5 gallon of beverage consumed annually. These corporates four distinct varieties of fruit juice and juice drinks; 100% juices which may be either be 100% made from fruits or 100% made from concentrates. 100% juices form the largest share market with its share capital comprising of 54.9% of the total fruit drink and juice drink; the other is nectars which comprises of from 25% to 99% fruit juices and is manufactured from concentrated juices or fruit pulps. Nectar accounts for 6.1% of the total fruit juice and juice drink market; juice drinks that comprise of up…show more content… 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.
What is the relative impact of each on Hawaiian Punch's sales and contributions?
The performance of Hawaiian Punch is impressive. Hawaiian Punch has registered a 7% annual increment in sales from when it was bought by Cadbury Schweppes. Also the Hawaiian Punch Light has registered an impressive performance as consumers who are sensitive of their health are included. Bottlers and retailers believe that Hawaiian Punch has the ability to grow if such strategies are employed as new inventive methods of customer attraction.
Looking forward to the 2005 Hawaiian Punch business and marketing planning. What recommendations would you make concerning positioning, innovation and allowances and advertising given your assessment of the two manufacturing,
