1. Hawaiian Punch Case Go-to-Market Strategy
Jessica Young, Veronica Garcia Zenteno,
Ruby Khan, Jade Su, Christina Chiu

2. Agenda Industry Company and Product
Income Statement/Marketing Channels Analysis
Competition ad Spending
Situation Analysis (S.W.O.T.)
Problem(s)
Recommendation(s)

3. Beverage Industry and the U.S. Fruit Juice and Juice Drink Category
US . fruit juice/juice drink category
100% juice,
Nectars, 25-99% juice,
Juice drinks, upto 25% juice,
Fruit flavored no juice
Ranks 6th in the most consumed beverage category
• US . fruit juice/juice drink category account for 4.7 % of total beverage consumption (Graph)
• US . fruit juice/juice drink category account for 8.6 Gallons of total Gallons of beverage consumption

4. Company and Product
• Hawaiian Punch falls in the Juice drinks sub category that has upto 25% juice, to which water or sweetener could be added
• Is Shelf Stable, doesn’t require refrigeration
• Hawaiian Punch has 11 flavors + Light version of Fruity Juice Red with 60% less sugar
Juice drinks is the 2nd largest selling variety within the U.S. fruit juice/juice drink category with 33.7% share (following the 100% Juice category which commans 54.9% share) (Graph)
• Fruity Juice Red is the most popular flavor

5. Income Statement/Marketing Channel Analysis

6. Income Statement/Marketing Channel Analysis

7. Competition - Ad Spending

8. Situation Analysis (S.W.O.T.)
Strengths (internal)
- High brand awareness
- Positive brand association
- Brand associated with fun times during childhood
- Synonymous is ready to serve fruit punch
- High brand equity
-Favorable brand association with fun childhood consumption
-Very Strong Brand Equity
- Synonymous with ready to serve fruit punch
- Seen as both soft drink and juice
Weaknesses (internal)
- Many products in product line with low awareness
- Unclear positioning
- Unclear target audience
- Failure to innovate
- Weak advertising
Opportunities (external)
Growing hispanic demographic
Reinforce brand image and strengthen brand relationships
- Market looking for healthier drinks
Threats (external)
- Competition: juices/soft drinks
- Mature market: lack of innovation, slow growth

9. Case Problem ☐Problem Solution/Strategy
Marketing Channels not broken down by Region
Unclear Position Statement
Undefined Target Audience and Weak Advertising, inconsistent with Brand
Mature market that lacks innovation and has slow growth
Solution/Strategy
Break Marketing Channels by Region
Clearly defines Positioning Statement
Clearly defined and Target Audience implementation of Push and pull promotion, improved radio, video advertising in English and Spanish
Introduction of new flavors, improved logo, different promotional ideas

10. Recommendation Problem: Marketing Channel not Broken Down By Region
Solution: Break down Marketing Channels by Region (Eastern and Southern, Western and Central)

11. Income Statement/ Marketing Channel Analysis Broker/Warehouse (Finished Goods)
Manufacturer (Ready to Serve)
Warehouse/Distribution Center
Retail Outlets, Institutional Customers
Sales
Independent Broker, Sales Representative
Packaging
1 Gallon
½ Gallon
6.75 oz. Stand Up Pouch
*1 Gallon Hawaiian Light Punch sold exclusively, 1 Gallon most popular in this channel
Product Located In Juice Aisle
Fruit juice/juice drink aisle
% of Hawaiian Punch Buyers: 58.1%
% of Hawaiian Punch Volume: 56.7%
Attracts families with children who are under the age of 6 and under the age of 12
Recommendation
This Marketing Channel should distribute to supermarkets in Eastern and Southern States
since Hawaiian punch sales in the Fruit juice/juice drink aisle are better in those States

12. Income Statement/ Marketing Channel Analysis Direct Store Delivery (Concentrate)
Manufacturer (concentrate)
Bottler
Retail Outlets
Sales:
Licensed Bottler
Packaging:
2 Liter Bottle
20 oz. Bottle
12 oz. Can
*Single serve packages most popular in this network
Product Located In Soft Drink Aisle
Soft drink aisle
% of Hawaiian Punch Buyers: 27.7%`
% of Hawaiian Punch Volume: 18.1%
Attract families with children who between the age of 6 and 17
Recommendation:
This Marketing Channel should distribute to supermarkets in Central and Western States
since Hawaiian punch sales in the Soft drink aisle are better in those States

13. Recommendation
Problem: Unclear Position Statement
Solution: New Position Statement
“For nurturing and health conscious families, the Hawaiian Punch is a legendary, ready to serve fruit punch and a healthy alternative for a fun drink enriched with Vitamin C”

14. Recommendation Problem: Weak Advertising
Solution: Better advertising with well defined target audience
Strategies - Push and Pull Promotion, Improved Radio, Video Advertising in English and Spanish
Target Audience:
Health Conscious Families
Characteristics of Target Audience:
Associate Hawaiian Punch with fun times during childhood
Buy it for single pack for their children (Central and Western States),
Gallon for family (Eastern and Southern States)
Health Conscious
Hispanic, African American, racially/ethnically diverse (Bank on the opportunity of the growing Hispanic demography in 2050)

15. Recommendation Problem: Weak Advertising
Solution: Better advertising with well defined target audience
Strategies - Push and Pull Promotion, Improved Radio, Video Advertising in English and Spanish
Advertising:
key messaging in Ad initiatives around new position statement, Advertising messaging in English and Spanish
Jingle to be aired on radio (6 am - 9 am) and (5 pm to 6 pm) to target adults with families driving to/from work
Push Strategy: merchandising promotion (end-of-aisle displays); displays will be ordered through the sales
department from the customers which are the retail store; marketing to present the different types of displays
that would be appropriate for each store location
Pull Strategy: customer promotion (coupons and discounts)

16. Recommendation
Problem: Mature Market that Lacks Innovation and has Slow Growth
Solution: Introduction of New logo, New flavor and reduction of production line and
Introduction of New Logo:
2004
2013
New Flavor and Product Line:
Introduce new Mango flavor to appeal to Hispanic Market
Introduce a diet Hawaiian Punch in single packets through the Direct Store Delivery Marketing Channel in Retail Stores
Reduce product line to classic Juicy Red Hawaiian punch, Juicy Red Hawaiian punch with less sugar, Diet Hawaiian Punch, Mango Flavor, and conduct research on which fruit punch flavors will resonate with our new target audience.

17. Recommendation Problem: Lack of promotions
Solution: Healthy lifestyle promotions and PR
Annual Surf Competition: endorsements by famous surfers that raise money for health related programs/organizations
Customers collect codes that can be traded in for Hawaiian Punch Punchy products

18. Questions?