Hawaiian Punch is the leading brand of fruit drink brands in the United States and has a long history of satisfying customers. The Hawaiian Punch brand traces its roots back to the 1930’s when it was developed as tropical-tasting syrup for ice cream and later sold as a drink. The brand has been owned by several different companies over the years and was recently purchased by the Cadbury Schweppes Company from Procter and Gamble Corporation. Hawaiian Punch joined the Dr. Pepper-Seven UP Inc. bottling
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Juice and juice drinks hold a 4.7% market share as of 2004. The largest selling type of juice drink is the 100% juice which is 54.9% of the market based on volumes sold. Juice drinks are second with 33.7% shares. Single-served packages the typically contain 20 ounces account for 75% sales. Juice drinks are commonly bought from the soft drink aisle. 15% of the volume in the juice isle is due to the single-served packages. Supermarkets consisted of 53% of sales‚ while trade sales held 18% based on
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Hawaiian Punch Promotional Plans ------------------------------------------------- Lauren Peretti ------------------------------------------------- Research elements Hawaiian Punch background In 1934‚ A. W. Leo‚ Tom Yates and Ralph Harrison developed Leo’s Hawaiian Punch‚ a blend of fruits such as pineapple‚ passion fruit‚ papaya and guava‚ to add to their line of ice cream toppings sold under the Pacific Citrus Products Company. In 1946‚ the company was bought and renamed Pacific
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integration of the three business units had a special significance for Hawaiian Punch. By 1999‚ Cadbury Schweppes/PLC acquired all rights to Hawaiian Punch from Proctor & Gamble. Since the acquisition‚ Dr Pepper/Seven Up‚ Inc.‚ the third largest soft drink manufacturer in the United States‚ distributed the brand through its bottler network in the carbonated soft drink aisle or location of the supermarkets and other retail outlets. Hawaiian Punch was the only brand marketed by Cadbury Schweppes that employed
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Case Study: Hawaiian Punch: Go-to-Market Strategy Executive Summary The Problem: We want to create a new positioning strategy for Hawaiian Punch’s brand marketing plan that will help us remain innovative and sustain a competitive advantage. Hawaiian Punch‚ a top selling fruit juice brand needs alterations to stay up to date and remain the leader in our current market. Inconsistent positioning and low budget advertising are our potential risks of losing the top position in the United
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Cycle Key person and his / her position in the organization: Kate Hoedebeck‚ director of marketing for Hawaiian Punch at Cadbury Schweppes Americas Beverages. Key issue: To prepare the 2005 Hawaiian Punch business marketing plan and coordinate the newly consolidated version of the three companies. Sub issues: 1. How will they increase market share? They already are the number 1 fruit punch drink sold in the U.S. 2. How will two distinct manufacturing‚ sales‚ and distribution networks to stock
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Developing Go – To – Market Strategies Webinar V 1 Go-‐To-‐Market Strategy § Overall strategy is the mechanism by which a firm proposes to deliver its unique value proposi7on to its target markets. § The set of integrated tac7cs a company uses to connect with its customers § Organiza7onal processes it has developed (e.g.‚ price‚ distribu<on) to consummate
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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
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Go to Market Strategy Chapter 4: Aligning With Your Customers What causes a product‚ channel or marketing initiative to fail? They never start with the customer. The success of every decision you make depends on how well you understand your customers. Their specific needs must shape and define your products and services. The Two Traps You Absolutely Must Avoid 1. The ’no research’ trap • Decisions based on ’gut feeling’ • If research is done‚ it’s by purchasing third party reports • Example:
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I attended the marketing entertainment panel that included representatives from Elitch Gardens‚ Unser Karting‚ and Punch Bowl Social. The concepts discussed were target market‚ product positioning‚ and product line. The target market is a set of needs or wants that a business decides to serve. The markets for all of the businesses focused on the entertainment for various age groups. Elitch Gardens is an amusement park that tries to attract customers within a 100 miles radius of Denver. The amusement
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