Hawaiian punch
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 volume.
2) Comparing exclusive juice drink and soft drink aisle buying behavior for Hawaiian Punch.
Research found that 14% of punch buyings bought their juice from both the soft drinks aisle and the fruit drink aisle. While 20% of Hawaiian punch juice aisle buyers and 34% of Hawaiian punch buyers shop both of the supermarket aisles. Also, bot aisles are shopped predominately by homes with children that are younger than 18. In contrast, the juice drink aisle was shopped more by families who have children 6-17 years old. Shopping for Hawaiian punch also differed from the region. Soft drink aisle shoppers were in the western and central states while juice drink aisles were from the eastern and southern states. Most importantly, 77% of Hawaiian punch buyers purchased only one package size.
Who are the buyers? mostly families with children 7-12 years old.
How do they buy? supermarket
Where do they buy? juice drink aisle.
What do they buy? single-serve containers
3) How do the finished goods and direct-store networks differ from each other?
With the dsd method, bottles deliver and shelve drinks in the specific aisle. Bottles do not serve the juice or juice drink aisle. Bottles also stock vending machines and combine the concentrate with a sweetener. With finished goods the sales responsibilities relies on the independent foods broker. Company sales reps are contacted by the juice drink buyer. Different flavors of the drink depend on the method of
2) Comparing exclusive juice drink and soft drink aisle buying behavior for Hawaiian Punch.
Research found that 14% of punch buyings bought their juice from both the soft drinks aisle and the fruit drink aisle. While 20% of Hawaiian punch juice aisle buyers and 34% of Hawaiian punch buyers shop both of the supermarket aisles. Also, bot aisles are shopped predominately by homes with children that are younger than 18. In contrast, the juice drink aisle was shopped more by families who have children 6-17 years old. Shopping for Hawaiian punch also differed from the region. Soft drink aisle shoppers were in the western and central states while juice drink aisles were from the eastern and southern states. Most importantly, 77% of Hawaiian punch buyers purchased only one package size.
Who are the buyers? mostly families with children 7-12 years old.
How do they buy? supermarket
Where do they buy? juice drink aisle.
What do they buy? single-serve containers
3) How do the finished goods and direct-store networks differ from each other?
With the dsd method, bottles deliver and shelve drinks in the specific aisle. Bottles do not serve the juice or juice drink aisle. Bottles also stock vending machines and combine the concentrate with a sweetener. With finished goods the sales responsibilities relies on the independent foods broker. Company sales reps are contacted by the juice drink buyer. Different flavors of the drink depend on the method of