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Hawaii Punch 2 Essays

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Background of the company chosen:
Hawaiian Punch is a well-known brand of fruit punch drinks owned by Dr. Pepper Snapple Group, Inc. (DPS). The company experienced several ownership handovers and some of the most recent ones include Procter & Gamble sold Hawaiian Punch to Cadbury Schweppes in 1999, and Dr. Pepper Snapple was spun off from Cadbury Schweppes in 2008.
The Current Situation of the Company:
The main source of our study comes from an intensive case study that illustrates Hawaiian Punch’s “Go-to-Market Strategy” decision option, faced by the company’s Marketing Director Kate Hoedebeck during the time span from year 2004 to 2005. As the number one fruit punch drink sold in the United States, Hawaiian punch enjoyed its …show more content…

The concentrate is a combination of sweeteners and water. Bottlers get the concentrate, package it in bottles or cans, and sell them to retailers. Licensed bottlers of Hawaiian Punch include Coca-Cola bottlers, Pepsi-Cola bottlers, Dr Pepper/Seven Up bottlers, and independent bottlers. With DSD network, there is no need for warehouses or distribution centers. The bottlers deliver the products to retail outlets and supermarkets, and shelve them in the soft drink aisle. Bottlers do not shelve Hawaiian Punch juice in juice or juice drink aisle.
There are six Hawaiian Punch flavors being sold through the DSD network. These flavors include Fruit Juicy Red (Light version included), Green Berry Rush, Bodacious Berry, Mazin’ Melon Mix, Tropical Vibe, and Wild Purple Smash. DSD network packages these flavors in the 2-liter bottle, 20-ounce bottle, and 12-ounce can.
Target Market:
The two distribution networks target different types of consumers. Finished goods network targets mothers who are mostly African American and Hispanic. DSD network targets urban and multicultural teens, and emphasizes on the action-oriented appeal. According to the ACNielsen Homescan study, 58.1% of Hawaiian buyers shopped from the juice aisle exclusively, 27.7% of Hawaiian buyers shopped from the soft drink aisle exclusively, and 14.2% shopped from both aisles. These numbers show that there is a gap between the number of buyers who shopped at the juice

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