Hawaiian Punch Case Study

Hawaiian Punch Case Study

Define the problem-

* The problem in this case is that Hawaiian is still searching out ways to remain the leading distributor of juice drinks.

When Hawaiian Punch creates its organizations marketing strategy, their marketing channels play an integral role. A marketing channel consists of individuals and organizations involved in the process of making a product or service available for consumption or use by consumers and industrial users. Channels will not only link a producer of goods to the goods buyers but also provide the means through which an organization implements its marketing strategy. The marketing channels will determine whether the target market sought by an organization is reached. The term go-to-market strategy is used by markets sought to describe how their organizations select and employ marketing channels to cost effectively deliver a value proposition to each of its chosen target markets.

The marketing manager must conduct a thorough market analysis in order to identify the target markets that will be served by a prospective marketing channel. The target markets sought and their buying requirement forms the basis for all channels decisions. Achieving the best coverage of the target market requires attention to the density and type of intermediaries to be used at the retail level of distribution.

Relevant Information

Hawaiian Punch is the number 1 fruit punch drink sold in the U.S. Hawaiian Punch through Cadbury Schweppes is designing an organization that will continue to be competitive, grow our beverage business and develop new products that meet the desires of our bottlers, distributes, retail and consumers. They are building an organization that makes it easy for consumers to prefer our brands, and make it convenient and profitable for retailers to stock and sell them. Cadbury Schweppes, PLC acquired all rights to Hawaiian Punch from Procter & Gamble in 1999. Hawaiian Punchh was the only brand marketed by Cadbury Schweppes Americas Beverages that employed two distinct and separate manufacturing, sales, and distribution networks to stock an identical beverage for the same retail customer. The role each played in the future sales, profitability and equity of the Hawaiian Punch brand franchise was foremost on her mind since she had profits-and-loss responsibility for the business.

Fruit Punch is apart of the juice drink category. Juice drinks are second with a 33.7 percent share of this category. Fruit juices and juice drinks are sold through many types of outlets. Super markets sell over half (53.5 percent of the fruit juices and juice drinks in the U.S. based on volume. Trade sales, including sales to restaurants, food service companies, and institutional buyers (e.g,schools,hospitals), represent 18.5 percent of