Go to market strategy

Go to market strategy: 

Go to market strategy

Go to market strategy outline: 

Go to market strategy outline Intan: Company Profile Environment Analysis Recent Marketing Programs Trisna : Problems Alternative Strategy Recommended Strategy

PowerPoint Presentation: 

Number 1 fruit punch drink sold in the United States In 1999 acquisition by Cadbury Schweppes American Beverages. Have 2 different manufacturing, sales, & distribution networks. Finished Good Direct Strore Delivery (DSD)

goals: 

goals Nonfinancial:

swot: 

swot Strenght Offering various flavor & packaged Product for consumer health Marketing A market leader Popular mascot Distribution Have 2 separate way Manufacturing Have 2 different manufacture , Weakness Offering Modest case sales in new flavor Marketing Two positioning A little awareness for new flavor Finance Limited budget Sales Case sales slower growth R&D New flavors and new packaging supported by consumer media advertising & trade promotion

swot: 

swot Opportunity Consumer / Social Carbonated soft drink is the most popular consumer beverages in U. S. Threat Competitive Competitor make an intense advertising through television & magazines to differentiate their brand Legal/Regulatory Mergers among large competitors being approved by government

Marketing program: 

Marketing program Product Strategy: 11 Flavors Shelf-stable juice drink packaged

Marketing program: 

Marketing program Promotion: Advertising : Magazine & Radio Interactive website Coupons Self Banner Instore /end-of-aisle display

Marketing program: 

Marketing program Distribution Finished Goods: manufactures Hawaiian Punch in some manufactures which the product packaged in ready to serve containers at one of the company facilities the shipped to warehouses or distribution centre for delivery to retail outlets or to other institutional customers DSD: A bottler purchases the concentrate, which it combines with sweeteners and water, packaged it in bottle / cans, and sells to retailer.

problems: 

problems

ALTERNATIVE STRATEGY: 

ALTERNATIVE STRATEGY

REcommended: 

REcommended Hawaiian Punch should continue innovation as well as increased advertising, focused toward children and Hispanics, in order to solidify current market dominance as well as increase exposure to potential young buyers.

Positioning: 

Positioning Finished Goods network Household with kids 6-12 years old Mom buyer oriented 8-15 years old Family punchy (logo) Family buyer oriented (mom, dad, grandparents) Direct Store Delivery network Household with kids 6-17 years old Urban multicultural action 13-21 years old Action punchy (logo) Expending into rural/urban

Innovation: 

Innovation More Flavors Keep two flavors common for the dual Focus on health benefits available in ½ gallon package size and in 6.75 oz. package size Create connections between healthy food suggestions and Light Hawaiian Punch

Con’t…: 

Con’t … Extend brand use through cross-selling Create connection between Fruit Juicy Red and other flavors Bundle products Increase advertising & product promotional spending AdvertisingAction PunchyDSD Network : Active punchy AdvertisingFamily punchy – Finish goods network Link product to the Website Online fun games for kids with punchy mascot

conclusion: 

conclusion Hawaiian Punch should continue innovation as well as increased advertising, focused toward children and Hispanics, in order to solidify current market dominance as well as increase exposure to potential young buyers.

THANK YOU: 

THANK YOU