Hawaiian Punch: Go-to- Market Strategy
Case Analysis

Problem Statement
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. This allowed the brand to be distributed in the soft drink aisle of the supermarket. The brand is unique in that it is sold in two different sections of the supermarket: the juice aisle as well as the carbonated soft drink aisle. Kate Hoedebeck, Director of Marketing at Cadbury Schweppes American Beverages, has been assigned to the Hawaiian Punch Brand. She and her team, who are new to the Hawaiian Punch brand, must develop a marketing plan for the upcoming year. The team must review and determine what the marketing plan will be for the coming year that will enable the company to increase Hawaiian Punch brand sales, continue the brand margins, and maintain the high brand equity that Hawaiian Punch has(Kerin & Peterson, 2013).

Market Analysis
The current marketing and position strategies showed some struggles with flavors and sizes of the product compared to customer preferences, along with slow growth in case sales. By removing the finished goods network the company would save $137 million in cost of goods sold because the bottling companies take on most of these costs. Cadbury would possibly lose $49 million in case sales and $39 million in Gross contribution after marketing. This also only allows the