Hawaii Punch

Case study report for Hawaiian Punch

Introduction Hawaiian Punch with the history of 70 years old which currently is the top-selling fruit punch drink currently in United States with 94% of brand awareness among United State Consumer. The rights of Hawaiian Punch were purchased by Cadbury Schweppes, PLC from Procter & Gamble Co (P&G) back in May 1999 which again at 2008, owned by Dr Pepper Snapple Group who has spun off from Cadbury Schweppes, PLC. (Wikipedia - Hawaiian Punch n.d.) Hawaiian Punch basically relying 2 distinctive manufacturing, sales and distribution network which each taking care of “finished goods” while the other one is a “direct-store deliver”. Objective & Situation Analysis Although Hawaiian Punch is the top fruit drinks brand but it is facing a few strategic issues and problems and it is essential to have a new & thorough marketing plan to improve future sales, profitability & brand equity. 1. The 2 separate network of manufacturing and distributions are through Finished goods & DirectStore Delivery a. Finished Goods i. It is a manufactured in a ready to serve container fruit drinks by Cad bury Schweppes Americas Beverages and ship to distributions network or warehouses for shopping center, retail outlet or other customers. ii. There will be food broker or company sales representative to merchandise the goods to the retail customer. iii. It is involve only merchandising the fruit / fruit juice aisle in supermarket or other retail outlet. b. Direct-store delivery (DSD) i. Food concentrate are being sold to licensed bottler in separate exclusive territories

ii. It will be repackaged in a bottle or can after combines with water & sweeteners the iii. The primary market for DSD will be the soft drink market and selling to retailer’s soft drink buyer. iv. It is delivered and shelved in the soft drink aisle in a supermarket or other retail outlet v. It is also distributed by vending machines or fountain customer such as restaurants as both...