Hawaiin Punch Case Study Example | Topics and Well Written Essays - 750 words

Hawaiin Punch - Case Study Example The marketing division plans on using social media so as to change from child centered focus to the actual purchaser (mothers). The company plans to reach to the Hispanic mothers, African American mothers as well as the multicultural and urban children. Through social media, the company can market its innovated brands. The new brands developed by the company were inspired by Hispanic flavors which also attracted the non Hispanic households. Since the new flavors were solely sold through the finished goods network, social media can be employed to increase their awareness on the end users as well as well as the indirect users. Currently the Company’s sales stand at $66, 262,410 realized through analog and print media. Through employment of social media, the soft drink company can later on evaluate the impact of social media from its sales volume. Social media advertising has the advantage of causing longer shelf time effect at lower costs. The company incurs extra allowances on payment of shelf space on new flavors with varied package sizes to the retailers. The allowance prices for the juice drink aisle and juice ranged from $15,000 to $250,000 per SKU for supermarket space. The amounts rise to $2.8 million allowance-cost per SKU for a national supermarket distribution shelf space. Based on the U.S per capita beverage consumption, the carbonated soft drinks consumption in 2004 were a solid 52.3 gallons which constitutes 28.7% market share. In 2004, the Hawaiian Punch producing Company made a profit of $66,262,410 which was majorly realized through analog and print advertising. Currently the product has a 94% brand recognition in the USA which is an exemplary figure in reference to its market share. In 2004, the company incurred 78% expense in cost of goods sold which was significantly contributed by its huge advertisement costs. The company has bears an enormous task in evaluating its brand equity, its direct consumers and trade consumers.