Marketing Plan for Jones Soda: Analyzing Market and Strategies

This report presents a comprehensive marketing plan for Jones Soda, a company aiming to market its soft drink products to a specific demographic. The plan begins with an organizational overview, followed by an assessment of market opportunities and a SWOT analysis. It then delves into market research, including industry, consumer, and competitive analyses. Key elements of the marketing mix, such as product differentiation, target customers, pricing, and promotion strategies, are thoroughly discussed. The report also identifies key success factors and outlines specific goals and objectives, including sales targets and profit increase. An implementation plan, including celebrity endorsements and product development, is proposed, along with a detailed budget and control/monitoring mechanisms. The conclusion emphasizes the potential for Jones Soda to succeed in the market by targeting the younger generation and adapting to market trends.

RUNNING HEAD: introduction to marketing
Marketing plan
University
Word count

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Introduction to marketing
Table of Contents
1. Organizational overview.........................................................................................................2
2. The opportunity...................................................................................................................... 2
3. Situation Analysis (SWOTT)....................................................................................................2
4. Marketing research................................................................................................................ 2
5. Differentiating and positioning................................................................................................3
6. Target customers and marketing mix.....................................................................................3
7. Key success factors...............................................................................................................4
8. Goals and objectives.............................................................................................................4
References.................................................................................................................................. 5

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Introduction to marketing
1. Organizational overview
The name of the organization considered in this paper is Jones Soda whose mission is
to provide different flavor drinks marked at a high price for the thirsty but economically
affluent people
2. The opportunity
This plan will address the opportunity of marketing the drink products of soda to the
intended population segment at the right time. As the population is increasing along with
the economic growth, there are immense opportunities for Jones Soda to market and
sell its products.
3. Situation Analysis (SWOTT)
Strength
Experienced executives and staff
Well established roots in Canadian market
Weaknesses
Loss of reputation
Poor market positioning
Opportunities
Growing demand
Economic stability
Threats
Giant or big competitors
New entrants
Trends
Trend of high priced soft drink having positive impact
Controversies associated with soft drinks leading to negative impact

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Introduction to marketing
4. Marketing research
Industry analysis- there is a positive mood in the industry due to increasing demand and
economic stability
Consumer analysis- the targeted consumers are tweens and those involved in high living
lifestyle leading to high demand
Competitive analysis- the major competitors are Pepsi and coke with newbies entering
the market
Opportunity analysis- there is an opportunity to sell products to higher strata of
population because the economy is on the trajectory of growth
5. Differentiating and positioning
The product will be differed in comparison to competitors by making the product for
affluent people, therefore, the product will be marketed and sold for economically rich
people.
6. Target customers and marketing mix
a) Target customers- this plan will target the younger age persons which are tech-savvy and
liberal-minded with no discrimination based on gender, race, and country of origin, color, and
ethnicity (Guitart, Gonzalez, & Stremersch, 2018. The prioritized area in which products are to
be sold includes western parts of Canada with the later plans of expanding market reach to
different developed countries where products of Jones Soda can be sold to rich people.
b) Product

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Introduction to marketing
The product sold is a soft drink that competes with multinational giants of the world in the
concerned industrial sector. the product is specifically made for the younger generation with
different flavors according to the geographic location and exigencies of time.
c) Place
The channels of distribution include retail outlets which will supply the products to customers.
Initially, the products will be available in western areas of Canada with later chances of
expansion. The facilities will be located at retail outlets to enjoy the products of the company.
d) Price
Initially, the pricing strategy is sales-oriented with higher prices in comparison to competitors.
The suggested selling price is 50$ per bottle with an increased price for higher quality products.
e) Promotion
The personal selling will be done through personal selling as well as advertising. The ads will be
shown on television, radio, and internet food (Buchanan, Kelly, & Yeatman, 2017). Along with
this, email marketing, content marketing, telemarketing and newspaper marketing will be done.
The products will be promoted through the company’s website and social media channels.
Public relations will be exploited along with the use of sales promotion.
7. Key success factors
The marketing as per trends on social media along with TV ads will play a major role in success
or failure of the plan. Along with this, the key factors are customer targeting and brand
positioning.

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Introduction to marketing
8. Goals and objectives
Overall goal
The goal of the company is to sell 2 million bottles of soft drinks in a year
Short-term objectives
a) Increasing the profit by 20% in the next year
b) Increasing the sales by 25% in the next year
Implementation plan
The key factor to be considered in the initial phase of the plan is the hiring of suitable celebrity
to promote the products on TV, radio, and internet along with social media platforms. The next
major action would be to provide soft drinks as per the latest trends available in the market like
energy-boosting drinks for sportspersons. The last initiative to be started in the month following
the approval of the plan is gathering customer feedback for its latest products released in the
market.
Budget
1. Sales forecast- 100 million $
2. Planned expenditure- 50 million $
Control/ Monitor
Customer feedback will be gathered through social media platforms and online surveys. The
evaluation process includes estimating the number of product units sold in a considered period.

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Conclusion
The Jones Soda has immense potential to sell its products in the market leading to long term
survivability of the organization. The younger generation will like the products of Jones Soda
with bright prospects for attaining goals in future.
References
Buchanan, L., Kelly, B., & Yeatman, H. (2017). Exposure to digital marketing enhances young
adults’ interest in energy drinks: An exploratory investigation. PLOS one, 34-35.
Guitart, I. A., Gonzalez, J., & Stremersch, S. (2018). Advertising non-premium products as if
they were premium: The impact of advertising up on advertising elasticity and brand
equity. Elsevier, 76-79.