Essay About Pure Cane Jones Soda And Preliminary Research

Jones Soda Marketing Analysis
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Jannah Najman, Nathan Look, Sophia Ho, Sul
Ki Yu, Sydney Stoneman
PWOW Consulting: COMM 296 Section 205
– Group 11
4/5/2012
Jones Soda Marketing Analysis
Table of Contents
I. Executive Summary…………………………………………………………………….
A. Category/ Industry……………………………………………………………………
B. Industry Analysis………………………………………………………………………..
i) Aggregate Market Factors…………………………………………………….
ii) Industry Factors…………………………………………………………………..
iii) Environmental Factors…………………………………………………………
C. Company Analysis……………………………………………………………………..
i) Background……………………………………………………………………….
ii) Current Positioning……………………………………………………………….
iii) Current Marketing Strategies…………………………………………………
iv) Expected Future Strategies……………………………………………………..
v) Vision/Mission…………………………………………………………………….
vi) Culture……………………………………………………………………………..
vii) Resources………………………………………………………………………
vii) Key Success Factors…………………………………………………………….
D. Customer Analysis……………………………………………………………………..
i) Primary Customer Research………………………………………………….
E. Competitive Analysis……………………………………………………………………
i) Competitive Overview……………………………………………………………
ii) Competitive Matrix……………………………………………………………….
F. Planning Assumptions………………………………………………………………….
i) Market Potential………………………………………………………………….
ii) Industry and Product Sales Forecast…………………………………………..
G. SWOT……………………………………………………………………………………
III. Goals and Objectives…………………………………………………………………….
Overall Goal……………………………………………………………………………..
SMART Objectives……………………………………………………………………..
IV. Core Strategy……………………………………………………………………………..
Recommended Target Market………………………………………………………….
Recommended Positioning…………………………………………………………….
Marketing Strategies and Supporting Tactics………………………………………..
Timeline for Implementation…………………………………………………………..
Monitors and Controls…………………………………………………………………..
Contingency Plans………………………………………………………………………
V. Appendices…………………………………………………………………………………
I. Executive Summary
Jones Soda Co., originally a beverage distributor, was created in 1987 by Peter van Stolk, under
the name Urban Juice & Soda. The founder believed that consumers did not need another beverage, but
instead what they needed was a brand that they could identify with. With this vision in mind, Stolk
decided to create his own product line of beverages. Pure Cane Jones Soda, which has generated over
85% of the company’s revenue can be said to be the success of Jones Soda Co.
Although Pure Cane Jones Soda was of success, it has now hit the end of maturity to decline
stage in the product life cycle. Upon preliminary research, we have found that Pure Cane Jones Soda has
several problems which must be identified and resolved. In this report, we will discuss thoroughly the
situation of