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2 pages/≈550 words
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Business & Marketing
English (U.S.)
MS Word
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Hawaiian Punch: The US Fruit Juice And Juice Drink Category (Coursework Sample)


Look at the contents of the case and answer the corresponding question in the word document.


Hawaiian Punch
Author’s Name:
How would you characterize the US fruit juice and juice drink category?
In 2004, juice drinks and fruit juices accounted for around five percent the sum of beverages that the United States consumed. However, the general market is divided into four classes of beverages:fruit-flavors, 100% juice, juice drinks, and nectars CITATION Alv14 \l 1033 (Alvarez, 2014). Besides, 100% juice by composition represents approximately 55% of juice drinks and fruit juice followed by juice drinks which come second making up 34% of the total market share. While traders sell about 19%, supermarkets account for around 55% of juice drinks and fruit juice in the United States CITATION Nat06 \l 1033 (The National Academies Press , 2006). Last but not least, the United States market is subdivided into eight companies that form the 54% of sales -Coca-Cola, Nestle, Welch’s, Cadbury Schweppes, PepsiCo, Sunny Delight, Ocean Spray, and Kraft Foods.
How would you characterize the competitive position of Hawaiian Punch?
Hawaiian Punch is one of the leading sellers of fruit punch juice in the United States. The company enjoys about 95% of consumer awareness in the United States. Additionally, the firm has been in operation for over seventy years, creating consumer loyalty and vast brand equity in equal measure CITATION Alv14 \l 1033 (Alvarez, 2014). The invention of Punchy, which is the company symbol, familiarized the face of the brand aiding it to create stable investment and making Hawaiian Punch a favorable brand among consumers in the U.S.

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