Detailed Market Plan for Jones Soda Company: Strategies and Analysis

This assignment presents a comprehensive market plan for Jones Soda Company, a beverage company operating in a competitive market dominated by giants like Coca-Cola and Pepsi. The plan begins with an organizational overview, detailing the company's history, mission, and objectives, which include increasing customers, market share, sales, and revenues. A thorough SWOT analysis identifies the company's strengths (product customization), weaknesses (expensive ingredients), opportunities (customer trends), and threats (economic conditions and health concerns). The plan then delves into market research, including industry, consumer, and competitive analyses, followed by differentiating and positioning strategies. The target customer is defined as young individuals with a unique lifestyle, and the marketing mix covers product, place, price, and promotion strategies. Key success factors and potential failures are highlighted, along with short-term objectives and a detailed implementation plan, including sales and expenditure forecasts, and control mechanisms to monitor progress. The plan emphasizes strategic alliances, online marketing, and cost reduction to achieve its goals.

MARKET PLAN 1
JONES SODA COMPANY MARKET PLAN
Name of student
Name of institution
Name of instructor
Course code
Date

MARKET PLAN 2
Organization overview
Jones Soda Company was started in the year 1996 by a Canadian ski instructor Peter
Van Stolk ("Jones Soda Co.", 2019). The company sold the first soda bottles to customers in
1996. The business operates in a very competitive market dominated by powerful companies
such as Pepsi and Coca Cola. The companies have immense financial power and brand equity
that comes in handy when pushing small players like Jones Soda Company out of the market.
However, Jones Soda Company has managed to sustain competition by targeting the unique
lifestyles of customers ("Jones Soda Co.", 2019). Jones Soda Company has opted to sell
products in smaller markets such as tattoo and skateboard shops. The shops offer minimal
sales but the company is contented due to the ability to serve special customer needs. The
targeted customers include such as high school teens, graduates and young customers
portraying a unique a cool lifestyle ("Jones Soda Co.", 2019). The company has gone further
to include customers in production by seeking customers’ contribution to the best products
packaging.
Furthermore, Jones Soda Company has managed to secure lucrative deals with the
Seahawks team to allow the exclusive sale of the company's soda during matches ("Jones
Soda Co.", 2019). The deal has increased the sales for some time, however, the company still
needs to increase in terms of sales and market share ("Jones Soda Co.", 2019). The objective
has proved difficult due to competition in the market and lack of a proper marketing strategy.
The company had focused on face-to-face marketing, which only worked in the small market
thus prompting the need for a better plan. Moreover, some external factors affect the
company’s growth plans such as the fall in dollar value makes exporting expensive ("Jones
Soda Co. - Strategy, SWOT and Corporate Finance Report - Marketlin...” 2019). The cost of
corn syrup sweetener has increased causing the company to rely on sugar sweeteners, which
the customers avoid due to health issues.
Mission statement

MARKET PLAN 3
Jones mission states that "we create innovative products that celebrate the
individuality of our customers and ourselves in a responsible and profitable way ("Jones Soda
Co.", 2019).”
The mission is reflected in the operation plans such as seeking customer suggestions
on new products and packaging. Additionally, the company has chosen different channels to
market products such as skateboard and tattoo shops. The company portrays a unique way of
targeting customers unlike the existing soda giants such as Pepsi and Coca-Cola ("Jones
Soda’s Secret", 2019).
The opportunity
The market plan intends to help Jones Soda Company to identify the resources
available on the environment through SWOT analysis. The SWOT analysis will help identify
the specific strengths, weaknesses, opportunities, and threats, which will assist in developing
a market plan that will help exploit the market. The market plan aims at helping the company
to become a major player with the ability to compete with giants such as Pepsi and Coca-
Cola. The objectives of the market plan include,
1. Increase in customers
2. Increase in market share
3. Increase in sales
4. Increase in revenues

MARKET PLAN 4
Situational analysis
SWOT Analysis
Strengths
Product customization- Jones Soda
Company has managed to attract customers
through product customization in terms of
packaging, branding, and place of sale. For
example, the company sells products in
skateboard and tattoo shops. Additionally,
the company has managed to brand products
according to customer tastes such as "Dirt
Soda" for NFL fans ("Jones Soda Co. -
Strategy, SWOT and Corporate Finance
Report - Marketlin...” 2019).
Weaknesses
Expensive ingredients – the company is
unable to produce cheaply with the increase
in the price of corn sweeteners. Therefore,
the company has opted to use sugar
sweeteners, which customers dislike due to
health reasons ("Jones Soda Co. - Strategy,
SWOT and Corporate Finance Report -
Marketlin...” 2019).
Opportunities
Suitable customer trends – currently,
customers have adopted unique
characteristics, which suit the market
targeted by Jones Soda Company. For
example, more customers are hanging out at
tattoo and skateboard shops. Therefore, the
company can exploit the arising
opportunities to increase sales ("Jones Soda
Co. - Strategy, SWOT and Corporate
Finance Report - Marketlin...” 2019).
Threats
Unsuitable economic conditions – the dollar
has reduced in value causing problems when
exporting products. Therefore, the company
is exporting at expensive prices.
Health issues – customers avoid sugar
sweeteners due to health problems such as
diabetes. Therefore, the company has
experienced a fall in the number of sales
("Jones Soda Co. - Strategy, SWOT and
Corporate Finance Report - Marketlin...”
2019).
Trends
Positive effects Negative effects
Increase of customers who hang out in
skateboard and tattoo shops.
Increase in the price of corn sweeteners
Customer avoidance of sugar products.
Fall in dollar value.
Market research
Industry analysis - The market is facing various problems such as a fall in the dollar value,
which has resulted in high exporting costs. The issue has affected the companies that produce
in the USA thus causing Jones Soda Company to rely on the Canada based factory.

MARKET PLAN 5
Furthermore, the price of corn syrup sweetener has increased causing a switch to sugar
sweeteners, which customers avoid dust to health issues (News, 2019).
On the other hand, favorable business policies in countries such as Canada and Asia
have opened a window of opportunity for cheap production ("Soda Politics: Taking on Big
Soda (and Winning)", 2015). The company could shift operations to the countries and avoid
high prices caused by the low dollar value.
Consumer analysis – the customers include high-school teens and university students
portraying a unique and cool lifestyle (News, 2019). The customers live within the USA,
however, the company delivers to other markets such as Canada.
Competitive analysis – Jones Soda Company operates in a very competitive market made up
of giants such as Coca-Cola and Pepsi. The companies have great resources to compete in the
market. Therefore, Jones Soda Company competes by focusing on small markets ("Jones
Soda Co.", 2019).”
Opportunity analysis – Jones Soda Company can exploit various opportunities such as the
increase in skateboard and tattoo fans. The shop could exploit the opportunity to increase
sales and revenues.
Differentiating and positioning
The company will differentiate products by selling through unique distribution
channels that include, tattoo and skateboard shops way ("Jones Soda Co.", 2019).” The
products will also target specific customers with packaging and branding. Therefore, the
company will stay unique from other products in the market.
On the other hand, the company intends to position as the leading producer of
customized soda. The company intends to include customers in suggesting product ideas such
as branding and packaging.
Target customers and marketing mix

MARKET PLAN 6
Target customer
The target customers include young individuals with a cool and unique lifestyle. The
customers that hang out in skateboard parks, tattoo shops, and soccer fields. The customers
are of high school and university students’ age and live in the USA ("Jones Soda Co. -
Strategy, SWOT and Corporate Finance Report - Marketlin...” 2019).
Product - The product is soft drinks branded after various activities such as “Dirt Soda” for
soccer fans. Other brands include, “Jones Natural” and “Jones Energy Drink.”
Place
i. Channels of distribution – the company sells products in skateboard parks and tattoo
shops. Additionally, the company has entered into deals with various players such as
Walmart to supply soda in cans through the retail shop. Moreover, the company will
distribute through making supply deals with sports giants such as the Seahawks to
exclusively sell Jones Soda during home matches.
ii. Product location – The product will sell in skateboard shops, tattoo shops, retail
stores, Jones soda branded shops, and soccer stadiums.
Price
i. Pricing strategy – the company uses the profit-oriented strategy by selling
customized products at high prices to fetch more margins.
ii. Comparison with competitors – the competitors use the sales-oriented strategy,
which sells at low prices to increase sales. On the other hand, Jones Soda
Company uses the profit-oriented strategy, which yields fewer sales but more
profits due to high product prices.
iii. Suggested selling price – the products will sell at 1 dollar.
iv. Price quality relationship – the price matches the product’s quality in terms of
product customization that include taste and flavor, branding and packaging.

MARKET PLAN 7
Promotion
i. Personal selling – the company will involve marketing experts to sell products to
customers face-to-face in malls, sports stadiums and fun parks.
ii. Advertising – the company will advertise through various media such as
television, radio, poster, word-of-mouth and social media.
Direct mail - The Company will send letters and emails with product information to specific
customers. The information conveyed will include the product price, place, and available
discounts.
Internet – Jones Soda will market through websites and social media platforms such as
Instagram, Facebook, and Twitter.
Telemarketing – the company will solicit customers through phone calls, video chats, and
face-to-face marketing.
Radio/television – paid for attractive and creative videos and messages will convey the
product message on television and radio stations during favorite programs.
Newspaper – Jones will pay newspaper companies to feature products on the entertainment
section to impress customers.
i. Sales promotion – the promotion will happen through road campaigns, discounts,
and free samples.
ii. Public relations – Jones Company will participate in CSR activities and invite
television stations to feature the activities in the news.
iii. Website and social media – the products will market through Facebook, Instagram,
Twitter, blogs and websites.
Key success factors
1. Availability of financial resources to pay for expenses.

MARKET PLAN 8
2. The involvement of qualified marketing consultants
3. The changing customer characteristics that suit product marketing strategies.
Key factors causing failure
1. Stiff competition from competitors such as Pepsi and Coca-Cola.
2. Economic changes such as fall in dollar value that makes exportation expensive.
Short term objectives
1. The number of customers – Jones Soda Company intends to increase customers through
strategic alliances such as marketing deals with Seahawks. Furthermore, the company
could increase sales through online marketing to reach international customers.
2. Market share – Jones Soda Company has increased the market share through distribution
deals to cover more regions. On the other hand, the company could increase market share
by producing in different regions through satellite companies to increase market share.
3. Revenues – Jones Soda Company aims at increasing revenues through an increase in
sales. Additionally, the company intends to increase revenues by reducing production
costs, for example, with the use of sugar sweeteners instead of corn syrup.
4. Advertising through various media such as websites, social media (Instagram, Twitter,
and Facebook), radio, television, posters, and word of mouth.
5. Price reductions through discounts and gifts.
Implementation plan
Tasks Duration in weeks
Identification of objectives and budgeting. 2
Identification of team to begin and steer the work to completion. 3
Evaluation and control. 3

MARKET PLAN 9
Budgeting
Sales forecast budget and expenditures for the year
Month Sales forecast Percentage increase
January 100
February 110 10
March 120 10
April 130 10
May 140 10
June 150 10
July 160 10
August 170 10
Septembe
r 180 10
October 190 10
November 200 10
December 210 10
Expenditure forecast
Januar
y
Februar
y
Marc
h
Apri
l
Ma
y
Jun
e
Jul
y
Augus
t
Septembe
r
Octobe
r
Novembe
r
Dec
Expense
s
Raw
material
s
10 10 10 10 10 10 10 10 10 10 10 10
Labour 4 4 4 4 4 4 4 4 4 4 4 4
Transpor
t
1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5
Licenses 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5 0.5
CSR 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3 0.3
Taxes 1 1 1 1 1 1 1 1 1 1 1 1
TOTAL 17.3 17.3 17.3 17.3 17.
3
17.
3
17 17.3 17.3 17.3 17.3 17.3
Control and monitoring
Feedback mechanism to monitor progress

MARKET PLAN 10
The marketing plan will monitor progress through continuous performance audits
(Kempen, 2019). The audits will assess the various objectives set in the market plan and
identify the levels of achievement. The performance auditors will report milestones and offer
solutions to problems hindering success.
Evaluation process
The evaluation team will use a balanced scorecard to identify various aspects of the
plan including customer, financial and internal processes ("How a Balanced Scorecard Is
Used", 2019). The evaluation process will check specific qualities in the aspects including;
1. Customer – Customer satisfaction, service ratings, and customer loyalty.
2. Financial – profits and market share price performance.
3. Internal processes – business efficiency and rate of introducing new products in the
market.

MARKET PLAN 11
References
How a Balanced Scorecard Is Used. (2019). Retrieved 15 September 2019, from
https://www.investopedia.com/terms/b/balancedscorecard.asp
Jones Soda Co. (2019). Retrieved 15 September 2019, from https://www.jonessoda.com/
Jones Soda Co. (2019). Retrieved 15 September 2019, from
https://www.marketwatch.com/investing/stock/jsda
Jones Soda Co. - Strategy, SWOT and Corporate Finance Report - Marketlin... (2019).
Retrieved 15 September 2019, from
https://store.marketline.com/report/ml1291211sa--jones-soda-co-strategy-swot-and-
corporate-finance-report/
Jones Soda’s Secret. (2019). Retrieved 15 September 2019, from
https://www.fastcompany.com/55371/jones-sodas-secret
Kempen, P. (2019). What is Monitoring and Evaluation? Retrieved 15 September 2019, from
http://www.toolkitsportdevelopment.org/html/topic_8A6F8104-DBAD-4F47-927D-
3FE9A13B30B4_E49DC123-DB53-4DDB-9148-FDE05BD96156_2.htm
News, A. (2019). Is This the Secret Coke Recipe? Retrieved 15 September 2019, from
https://abcnews.go.com/Business/coca-colas-secret-formula-revealed/story?
id=12914877
Soda Politics: Taking on Big Soda (and Winning). (2015). Science, 350(6258), 285-285. doi:
10.1126/science.aad5217

MARKET PLAN 12