About Jones Soda
As of August 1st, 2000, Urban Juice and Soda Company Ltd. officially changed its name to Jones Soda Co ("JONES"). The story of the Company began in 1987, when Company founder and president, Peter van Stolk, recognized the potential of emerging "alternative" products in the beverage industry.
The company's start in the beverage world was not as a manufacturer of its own brand, but as a distributor in western Canada of other successful lines, including Just Pik't Juices, Arizona Iced Tea and Thomas Kemper sodas. By 1994, Jones was firmly established as a full line beverage distributor in western Canada, with a reputation for picking winners.
Jones Soda Flavors
Utilizing its experience and knowledge gained in the distribution industry, JONES decided to create and distribute its own brands. In 1995, JONES created two brands of its own: WAZU Natural Spring water, launched in April 1995 and Jones Soda, launched with six flavors in January 1996. Jones Soda has been recognized and awarded for its unique packaging that features constantly changing labels that are generated and submitted by its consumers. In 2000, Jones Soda Co. launched its own version of an energy drink, named WhoopAss. The following year, in 2001, Jones Soda Co. launched 6 flavors of Jones Juice. See Jones Flavor Evolution for more information
Distribution of Jones Soda began with what we call our "alternative distribution strategy." Jones Soda Co. placed it own coolers, bearing their signature flames, in some truly unique venues, such as skate, surf and snowboarding shops, tattoo and piercing parlors, as well as in individual fashion stores and national retail clothing and music stores. Following the execution of the alternative distribution strategy, Jones began an up and down the street "attack" of the marketplace; this time placing product in convenience and food stores. Finally, the Company has now begun to achieve larger chain store listings with companies such as Starbucks, Panera Bread, Barnes & Noble, Safeway, Target, Cost Plus, Meijers, Winn-Dixies stores, Albertson's, and 7-Eleven stores.
Jones Soda has also incorporated unique marketing initiatives in its strategy. Jones Pro Riders and Jones Emerging Riders, including extreme pro athletes BMXer Mat Hoffman, X-Game Gold Medallist Bucky Lasek and Surf Legend Benji Weatherley, can be found promoting Jones and sporting the Jones logo at extreme sporting events across the country. The Jones RVs on both the East and West coasts, travel throughout cities in North America handing out soda and talking to the people on the street.
Jones Soda has always been about the consumer and interacting with the consumer. From the ever changing photos on our labels to the company's websites, www.jonessoda.com and www.myjones.com, and the recent MyJones Independent Music site, www.myjonesmusic.com, Jones Soda has created a cult following and is a passion not only among soda drinkers but with its employees, directors and shareholders.
Run with the little guy... create some change.
Milestones: 2003
/ 11/03 / Jones Soda Co. creates a new flavor of soda, Turkey and Gravy Jones Soda, just in time for Thanksgiving. Due to a high volume of requests for the sale of this flavor, it is sold on Jones Soda Co.'s website and sells out in two hours. Procees from the sale of Turkey and Gravy Jones Soda were donated to Toys for Tots./ 11/03 / Six flavors of Jones Soda will be available for sale in all 201 Cost Plus stores throughout the United States.
/ 09/03 / Jones Soda Co. launches its line of Sugar Free Jones Sodas. The initial launch includes two flavors, Sugar-Free Root Beer and Sugar-Free Black Cherry. Sugar-Free Ginger Ale and Sugar-Free Cream Soda are soon added to the line-up.
/ 06/03 / Jones Soda Co. sells out of 5,000 limited edition Hot Wheels Collector Packs on its website in less than one day.
/ 06/03 / Jones Soda Co. teams up with Panera Bread, selling six flavors of Jones Soda and three flavors of Jones Naturals in over 500 Panera Bread bakery-cafes. Photos on the bottles of Jones Soda and Jones Naturals sold at Panera Bread bakery-cafes are submitted by Panera employees.
/ 5/03 / Pro Vert Skater Bucky Lasek is signed as a Jones Soda Co. sponsored athlete.
/ 5/03 / Jones Soda Co. teams up with Hot Wheels to create a one of a kind, collector's edition Hot Wheel, designed after our original orange RV.
/ 4/03 / Monster Garage teams up with Jones Soda Co. to convert the original orange Jones RV into a mobile skatepark with the help of Tony Hawk and Rick Thorne. The show is broadcast on the Discovery Channel.
/ 4/03 / Barnes and Noble signs a three year contract with Jones Soda Co. to place Jones Naturals in their Barnes & Noble Cafes across the United States.
Sodas | Naturals | Energy | Organics | Cans | Lip Balm | Popsicles | Candy
Cans / Lip Balm / Popsicles / Candy
The Jones Soda Locator will tell you which major chain stores carry Jones Soda products in your state or province.
Did you know about the Jones Soda Store?
Did you know you can buy all kinds of crazy stuff there?
See also our Limited Editions from Jones Soda
(including the curiously flavored Holiday Packs)
Product Planning & Development Project
CONGRATULATIONS! You and your partners are new marketing development managers for Jones Soda Company. You were assembled with the hope of improving the general business condition of one of their major product lines. Your task will be to develop a NEW product design for one of the following product lines: Naturals, Organics, Energy, Soda, Cans, Lip Balm, Soda Pops, Candy or Limited Editions. You and your partners will present your new product development and ask for permission to launch your new product with a 20-30 minute formal presentation to the Jones Soda Company Board of Directors.
Product Name ______
Product Description ______
Team Member Names & Job Titles______
______
PART 1 NEW PRODUCT DEVELOPMENT
· Describe in detail what took place during Step 1: Generating Ideas.
· Describe in detail what took place during Step 2: Screening Ideas.
· Create a prototype of your NEW product. Describe in detail what took place during Step 3: Prototype Development.
· Ensure your NEW product patent has been approved by the TGIC (The Guy in Charge. . . and that would be Mr. McCauley!) Explain the type of patent your NEW product received and its value to the company.
· Explain the TANGIBLE product features and customer benefits.
· Explain the GENERIC product features.
· Explain the EXTENDED product features.
PART 2 MARKET SEGMENTATION
· Explain in detail who the target market is for the NEW product. Use demographic, psychographic and behavioral information as your rationale for the target market.
· Explain in detail the geographic area in which the NEW product will be launched.
PART 3 PRODUCT POSITIONING
· Identify all the competitors of the NEW product. Explain why and how they compete with the NEW product.
· Explain how your product is positioned. (Price & Quality, Features & Benefits, Unique Characteristics, Relation to Competition, or Relation to Other Products in a Line)
· Explain how the competition is positioned. (Price & Quality, Features & Benefits, Unique Characteristics, Relation to Competition, or Relation to Other Products in a Line)
· Explain the positioning statement for the NEW product; provide rationale!
PART 4 BRANDING
· Develop the NEW product’s brand name, brand mark or trade character. Ensure the NEW product’s brand name, brand mark or trade character has been trademarked or registered by the TGIC.
· Explain the importance of trademarks or registering the NEW product and its value to the company.
· Explain why the brand name, brand mark or trade character will be effective and what message it will send to the target market.
· Explain the type of brand the NEW product is…national, private, or generic, and its value to the company.
· Explain the branding strategies used in developing the NEW product (brand extension, brand licensing, co-branding, mixed brands) and its value to the company.
PART 5 PACKAGING AND LABELING
· Develop a realistic package for the NEW product.
· Explain how the package utilizes the functions of packaging and explain the package’s value to the company and the target market.
ü Promoting & Selling the Product
ü Defining Product Identity
ü Providing Information
ü Meeting Customer Needs
ü Ensuring Safe Use
ü Protecting the Product
· Explain how the package utilizes Environmental and/or Cause packaging. Explain its value to the company and the target market.
· Explain the form of the NEW product’s package. (skin, blister, aerosol, flexible, shrink wrap, multi, aseptic, dispensing)
· Explain the 7 pieces of information on the NEW product’s label and the value to the company and the target market.
ü Product Illustration
ü Product Guarantee
ü Dates
ü Storage Information
ü Weight Statements
ü Manufacturer’s Name and Address
ü Universal Product Code
PART 6 PRICING
· Explain the total cost of the NEW product prototype. Prototype cost ______
· Explain in detail the Pricing Concept that was used to create the channel member price and the MSRP (Manufacturer Suggested Retail Price) price of the NEW product.
ü Demand-Oriented Pricing
ü Cost-Oriented Pricing…markup or cost-plus
ü Competition-Oriented Pricing
· If Cost-Oriented Pricing concept was used…
· Explain in detail the factors that influenced the cost of the NEW product being mass-produced. Mass produced cost ______per unit
ü Cost of raw materials
ü Cost of labor
· If Demand-Oriented or Competition-Oriented concept was used…
· Explain in detail the factors that influenced the price of the NEW product to channel members. Channel Member price ______per unit
ü Cost & Expenses
ü Competition
ü Supply & Demand
ü Government Regulations…(price fixing, price discrimination)
ü PLC…(skimming, penetration)
ü
· Explain in detail any pricing techniques that were used to come up with the MSRP.
ü Psychological…odd, even, prestige
ü Discounts…quantity, discounts
PART 7 PLACE
· Explain in detail the channel of distribution the NEW product will take. Explain its value to the company and the target market.
· Explain in detail each channel member’s responsibilities in the NEW products channel of distribution.
· Explain in detail the NEW product’s level of intensity. Explain its value to the company and to the target market.
· Explain in detail the type of retailer in which the NEW product will be placed. Explain its value to the company and to the target market.
PART 8 RATIONALE
· Explain why your TEAM believes this NEW product will be a HUGE success for the company.
· Explain why the board of directors (YOUR BOSS) should approve this NEW product and how it will benefit the company and the target market. Your TEAM needs to SELL the board of directors on this NEW product.
PROJECT EVALUATION
Presentation… 50% You will present your ideas to the board of directors.
Your presentation should involve ALL members of the group.
Your TEAM will receive the same score for the presentation.
Everyone MUST be professionally dressed to present to the
board of directors.
Prototype… 30% This will be evaluated by ME! Your TEAM will receive the
same score. The score is based on how realistic the prototype is, what need the prototype satisfies in the market, the quality of workmanship, realistic packaging, and realistic branding.
Peer Score… 10% This will be your chance to evaluate your TEAM members
based on how they contributed to the overall success of the
project. The scores will be averaged to determine each
member’s score.
Participation… 10% You must work with your group and stay on task during class work time. Each day that you have class time to work on your project, you must DEMONSTRATE that you are working. (I should not have to ask you to start working or ask what you are doing! Make sure you look like you are working.) Attendance does impact this part of your project grade. It is up to the group to ensure that all students participate. This score will be given on an individual basis.
PRODUCT PLANNING AND DEVELOPMENT
Presentation Evaluation
Presenter’s Names ______
Product Name ______
0= did not cover, 1=improvement needed, 2=acceptable, 3=very good, 4=outstanding
Whenever possible please add comments on the bottom and back of the evaluation to aid your classmates as future marketers. Without feedback it is hard to know what and how to improve and what strengths should to be retained.
Introduction
· Introduced TEAM members (names & titles)
· Stated purpose of presentation
· Overview of presentation
· Established ground rules of presentation
· Company background…financial situation and team challenge
· Introduction of NEW product _____
Part 1 New Product Development
· Described in detail what took place during Step 1: Generating Ideas.
· Described in detail what took place during Step 2: Screening Ideas.
· Described in detail what tool place during Step 3: Prototype Development.
· Explained the type of patent your NEW product received and its value to the company.
· Explained the TANGIBLE product features and customer benefits.
· Explained the GENERIC product features.
· Explained the EXTENDED product features. _____
Part 2 Market Segmentation
· Explained in detail who the target market is for the NEW product. Used demographic, psychographic and behavioral information as rationale for the target market.
· Explained in detail the geographic area in which the NEW product
will be launched. _____
Part 3 Positioning
· Identified all the competitors of the NEW product. Explained why and how they compete with they NEW product.
· Explained how the product is positioned. (Price & Quality, Features & Benefits, Unique Characteristics, Relation to Competition, or Relation to Other Products in a Line)