•Allowances and advertising
•Hawaiian Punch is the number one fruit drink in the United States. •Ninety-four percent brand awareness of consumers in the United States. •Fourth largest brand by volume
•Dual distribution systems – easy for consumers to find. oJuice aisle in Supermarket
oSoda aisle in Supermarket
oAvailable in many different sizes, from single serving to gallon size. •Brand linked with fun and youthfulness
•Unique and refreshing taste
•Contains Vitamin C
•Popular mascot, “Punchy”
•Preferred beverage in households with children under 18 years old Weaknesses
•Stagnate growth in the fruit juice and juice drink market in the United States. •Inability to successfully expand the brand into more flavors. •Low level of bottlers carrying the full line of brand flavors. Opportunities
•Room for growth in the total beverage market, since juice and juice drinks are only 4.7% of the total US beverage consumed. •Possible export or overseas license of the product.
•Growth of other beverage categories, such as carbonated drinks, over- taking the juice category. •Additional competition from national brand juice brands with large advertising budgets. Brand Positioning
Ms. Hoedebeck’s team’s first issue is to develop a brand message for Hawaiian Punch for both of its distribution networks. Since each network is different and is currently marketing towards a different target this will be a difficult task. Each market is very important to the brand in different ways. The finished goods network markets targets the mom with children in the household from under six to twelve years old and accounts for sixty-four percent of cases sold, which equals eighty-two percent of total sales of the brand. These large percentages make this network very important to the brand, but the problem is that the juice market is only 4.7% of the total beverage market in the United States and category growth has been slow in the last few years. Some innovation in the brand must be developed to spur increased sales either by taking market share for other juice competitors or by increasing the juice category by taking share from some other category group, such as milk or water. The goal for the finished goods distribution network is to increase volume by taking share and this must be done by some new innovation or line extension product. The direct to store network, which is bottled by independent licensed bottlers as opposed to the finished goods...