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case study 1 jonesin' for a new market

Assignment Objectives: Review the questions below and answer each question in detail. 1. Conduct a SWOT analysis of the organization and outline 3-5 strengths, 3-5 weakness, 3-5 opportunities and threats. Show your SWOT analysis and explain each strength, weakness, opportunity, and threat. 2. Outline the potential consumer of JSC and their buying behaviours. 3. To test out this move toward the mainstream, JSC is exploring potential markets. Given the Canadian roots of Jones Soda, it should not be surprising that JSC achieved early success distributing soft drinks in Western Canada. Now might be as good a time as any for the company to return to its roots. Given what you know about the Canadian market, it is now up to you to lay out the possibilities for Jones Soda making a big splash in Canada this fall. Use the following pages to lay out your strategy. Help prevent Jones Soda from fizzing out. WINAN CASE Study 1 Jonesin' for a New Market I Being a small company has its advantages except in the cutthroat world of soft drink manufacturing. Behemoths like Coke and Pepsi have consistently had their way when it comes to market share, buying up whatever else they cannot manage to create on their own. Yet one small company, Jones Soda Company (JSC), has made a valiant effort to be that David among Goliathsalbeit with varying levels of success. Started by Canadian ski instructor Peter van Stolk, JSC sold its first bottles to thirsty consumers in January 1996. JSC, however, was not sold alongside Coke or Pepsi in convenience stores. Instead it was sold in skateboard shops and tattoo parlours, to consumers looking for a drink that matched their lifestyle. Its unique style was evidenced by its use of bottles that resembled classic beer bottles and by pricing higher than for regular soft drinks. The lifestyle that JSC attracted was that of younger consumers, from tweens to high school graduatesin other words, those who revelled in the coolness of the unique and different and who enjoyed alternatives, be they in sports or other pursuits. Jones Soda appealed to this segment by flying under the radar, even asking its customers to help package the product. From the start, JSC asked consumers to send in pictures of themselves. Some of these ended up on Jones Soda labels. Van Stolk notes: "We allowed the labels to be discovered and that gave consumers a sense of ownership. It makes it more relevant to them and provides an emotional connection. Without much money for marketing, Jones began an underground movement that utilized salespeople in RVs instead of ads on TV. For nine months of the year, a Jones Soda RV travelled around the United States visiting everywhere from small skate parks to large events like the Summer X Games. The idea was pretty simple show off the brand to the young kids and offer free drinks and key chains. JSC also hired extreme pro athletes, from BMX riders to surfers, all of whom would be seen at events wearing the Jones Soda logo. JSC's connection to its target segment always seemed more personal than what other drink manufacturers were doing, and loyal customers appreciated it