Hawaiian Punch is the leading brand of fruit drink brands in the United States and has a long history of satisfying customers. The Hawaiian Punch brand traces its roots back to the 1930’s when it was developed as tropical-tasting syrup for ice cream and later sold as a drink. The brand has been owned by several different companies over the years and was recently purchased by the Cadbury Schweppes Company from Procter and Gamble Corporation. Hawaiian Punch joined the Dr. Pepper-Seven UP Inc. bottling network, which is the third largest carbonated soft drink bottler in the United States. By allocating its product in two separate distribution networks, the Finished Goods network and the Direct Store Delivery Network, it allowed the brand opportunity to be sold in two different sections of the supermarket: the juice aisle as well as the carbonated soft drink aisle.
Kate Hoedebeck, the Director of Marketing at Cadbury Schweepes has been assigned to the Hawaiian Punch Brand. They have been given the task of developing a new and improved marketing strategy for the upcoming year. The strategy must be cohesive and enable them to increase brand sales, continue brand margins and maintain high levels of brand equity. With the limitation of not being able to change the selling prices of the products, Hoedebeck and her team need to manipulate the positioning, innovation, and advertising allowances for the brand.
2. Strategic Options
The brand has several feasible solutions for each positioning strategy, innovation strategy and advertising strategy.
1. Status quo
2. Dual distribution network
3. Dual distribution network
4. Dual distribution network with separate target markets for each network
Direct store delivery innovation flavor and packaging
1. new packaging for new products
2. innovative flavors and packaging through the finished goods network
The first option would be to do nothing-...