What's soda Jones ?
Soda botol kaca yang rasanya banyak!
Kenapa botol kaca ? Ga kuat head to head lawan coca cola, pepsi !
Saat mereka masuk ke kemasan kaleng .. hasilnya : Rugi besar!
Case Jones soda ini ada di pikiran gw sejak beberapa tahun lalu
Pertama kali baca di majalah .. lupa majalah apa, yg jelas bukan majalah di bidang marketing, tapi di majalah remaja, dan seinget gw, bacanya sekitar... uh mungkin tahun 2003 dah lama banget! dan waktu itu gw ga ngerti apa2 tentang marketing.
Yang teringat waktu itu adalah bagaimana Jones Soda membangun advocacy network di setiap region dan kampus untuk memilih rasa apa yang disukai oleh mereka, "Co-Creation", "Participatory"
Dan tulisan ini adalah hasil riset gw ttg Soda Jones, copy paste dari berbagai sumber ... tersimpan di hardisk begitu saja dan sudah hampir setahun mangkrak di hardisk gw ... sori masih agak acak adut :
------------------------------------------------------------------
This is some quotes related to Soda Jones
"Exploit the power of customization"
"Run with the little guy… create some change."
“It doesn’t matter about soda. It matters about our consumers”
The Jones Soda ingredient is YOU. Virtually everything about a Jones Soda, from labels to flavors, comes from customers. That's important because "the reality is that consumers don't need our s -- -,"
"The beginning of this company was founded with the idea that this soda would be unique and one would be “special” to drink this soda."
"People get fired up about Jones because it's theirs."
-------------------------------------------------------------------------------------------------------
Jones Soda Marketing Moves -- from various sources
[1. “Customer advocacy in label design”]
"The world doesn't need another soda." But they need a brand which they could identify. He created a virtual community of fans who gather at the company's website to chat, blog, enter contests, share movie reviews and download freebies. Unlike the slick Madison Avenue spin of huge competitors, Jones Soda -- without any money for advertising -- created a cool under-the-radar appeal by urging fans to send in photographs to the website to use as bottle labels. The Seattle company now has over a million submissions and has used 4,372 of the photos.
Consumers collect the ever-changing labels and trade them in web chat rooms, and even have their own Jones Soda custom labels specially made for them. some limited version of the bottle are sold in e bay by the customers.
"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," Jones as a lifestyle brand Customers share many of the same characteristics of the brand itself,
"Our competitor spends over a billion dollars a year. We can't play by their rules,", When you're marketing without money, you have to stay true to the fact that you need to make an emotional connection."
[2. No focus group (internal product development team), just ask the customer. Don’t fall in love with your own ideas]
Van Stolk goes straight to the source when it comes to product development and marketing. Customers have the final word. He's been trying to kill off the brand's Blue Bubble Gum flavor for the past three years, he says, finding it undrinkable, but fans of the super-sweet drink have convinced him otherwise. (In contrast, his favorite flavor is Green Apple.) Still, he has little time for the kind of conventional focus groups that direct every decision made at larger competitors.
"I believe focus groups are junk. They only justify what you want to believe is true," he contends. "We go in [to talk to kids] with no agenda. You're so much more successful if you don't fall in love with your own ideas."
This results on wide range of flavours, even the weird ones, they range from bottled sodas with and without sugar. They also carry a line of organic juices, energy drinks, bottled water and candy.
[3.No tv ads budget]
Even though Jones Soda doesn't have the kind of TV budgets of its industry peers, it is unlikely van Stolk would use much media advertising anyway. His target consumers are increasingly hard to find through conventional mass media as they spend more time on the computer. So Jones Soda's marketing has been more promotions-driven, with the company establishing street credibility with this generation of young consumers, who are cynical of conventional advertising and media savvy beyond their years.
Jones Soda was one of the first companies to enter into sponsorship deals in alternative sports, backing snowboarders, skateboarders and BMX [bicycle] riders. (It has since expanded its sponsorships to include a young ballerina, spelling bee contestants and a 10-year-old gospel singer.) Three brightly-colored, flame-covered Jones RVs travel the country, bringing product samples to people at sporting events, concerts and county fairs.
[4.Low promotion budget]
Jones entices fans with free stuff, which costs the company little since consumers download and print it themselves. "I have to keep things cheap and easy," von Rosen continues. "Anytime I can develop a prize package that is electronic and downloadable, that gives me the biggest bang for my buck. I can make 5,000 people happy for the cost of a couple of hours work."
In 2007, the company announced an $11.6 million loss, due to the attempted expansion into the canned-soda market, whose barriers to entry were high against mass-produced Coca Cola and Pepsi.
[5.Alternative distribution strategy]
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 began 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.
[6.lifestyle cult]
Jones Soda has always been about the people 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.
[7.unique marketing initiative]
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, snowboarding extraordinaire Chanelle Sladics, and surf legend Benji Weatherly 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 through cities in North America handing out soda and talking to the people on the street.
Sources :
http://www.spikebev.com/docs/Jones_soda%20article%20-%20bev%20world.pdf
http://www.fastcompany.com/magazine/92/jones-soda.html
http://smallbusiness.blogs.cnnmoney.cnn.com/2008/10/10/a-cult-soda-brand-fights-for-survival/
http://www.mpdailyfix.com/pepsi-copies-jones-sodas-marketing-and-words-to-never-use-in-a-press-release/
http://en.wikipedia.org/wiki/Jones_Soda
Soda botol kaca yang rasanya banyak!
Kenapa botol kaca ? Ga kuat head to head lawan coca cola, pepsi !
Saat mereka masuk ke kemasan kaleng .. hasilnya : Rugi besar!
Case Jones soda ini ada di pikiran gw sejak beberapa tahun lalu
Pertama kali baca di majalah .. lupa majalah apa, yg jelas bukan majalah di bidang marketing, tapi di majalah remaja, dan seinget gw, bacanya sekitar... uh mungkin tahun 2003 dah lama banget! dan waktu itu gw ga ngerti apa2 tentang marketing.
Yang teringat waktu itu adalah bagaimana Jones Soda membangun advocacy network di setiap region dan kampus untuk memilih rasa apa yang disukai oleh mereka, "Co-Creation", "Participatory"
Dan tulisan ini adalah hasil riset gw ttg Soda Jones, copy paste dari berbagai sumber ... tersimpan di hardisk begitu saja dan sudah hampir setahun mangkrak di hardisk gw ... sori masih agak acak adut :
------------------------------------------------------------------
This is some quotes related to Soda Jones
"Exploit the power of customization"
"Run with the little guy… create some change."
“It doesn’t matter about soda. It matters about our consumers”
The Jones Soda ingredient is YOU. Virtually everything about a Jones Soda, from labels to flavors, comes from customers. That's important because "the reality is that consumers don't need our s -- -,"
"The beginning of this company was founded with the idea that this soda would be unique and one would be “special” to drink this soda."
"People get fired up about Jones because it's theirs."
-------------------------------------------------------------------------------------------------------
Jones Soda Marketing Moves -- from various sources
[1. “Customer advocacy in label design”]
"The world doesn't need another soda." But they need a brand which they could identify. He created a virtual community of fans who gather at the company's website to chat, blog, enter contests, share movie reviews and download freebies. Unlike the slick Madison Avenue spin of huge competitors, Jones Soda -- without any money for advertising -- created a cool under-the-radar appeal by urging fans to send in photographs to the website to use as bottle labels. The Seattle company now has over a million submissions and has used 4,372 of the photos.
Consumers collect the ever-changing labels and trade them in web chat rooms, and even have their own Jones Soda custom labels specially made for them. some limited version of the bottle are sold in e bay by the customers.
"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," Jones as a lifestyle brand Customers share many of the same characteristics of the brand itself,
"Our competitor spends over a billion dollars a year. We can't play by their rules,", When you're marketing without money, you have to stay true to the fact that you need to make an emotional connection."
[2. No focus group (internal product development team), just ask the customer. Don’t fall in love with your own ideas]
Van Stolk goes straight to the source when it comes to product development and marketing. Customers have the final word. He's been trying to kill off the brand's Blue Bubble Gum flavor for the past three years, he says, finding it undrinkable, but fans of the super-sweet drink have convinced him otherwise. (In contrast, his favorite flavor is Green Apple.) Still, he has little time for the kind of conventional focus groups that direct every decision made at larger competitors.
"I believe focus groups are junk. They only justify what you want to believe is true," he contends. "We go in [to talk to kids] with no agenda. You're so much more successful if you don't fall in love with your own ideas."
This results on wide range of flavours, even the weird ones, they range from bottled sodas with and without sugar. They also carry a line of organic juices, energy drinks, bottled water and candy.
[3.No tv ads budget]
Even though Jones Soda doesn't have the kind of TV budgets of its industry peers, it is unlikely van Stolk would use much media advertising anyway. His target consumers are increasingly hard to find through conventional mass media as they spend more time on the computer. So Jones Soda's marketing has been more promotions-driven, with the company establishing street credibility with this generation of young consumers, who are cynical of conventional advertising and media savvy beyond their years.
Jones Soda was one of the first companies to enter into sponsorship deals in alternative sports, backing snowboarders, skateboarders and BMX [bicycle] riders. (It has since expanded its sponsorships to include a young ballerina, spelling bee contestants and a 10-year-old gospel singer.) Three brightly-colored, flame-covered Jones RVs travel the country, bringing product samples to people at sporting events, concerts and county fairs.
[4.Low promotion budget]
Jones entices fans with free stuff, which costs the company little since consumers download and print it themselves. "I have to keep things cheap and easy," von Rosen continues. "Anytime I can develop a prize package that is electronic and downloadable, that gives me the biggest bang for my buck. I can make 5,000 people happy for the cost of a couple of hours work."
In 2007, the company announced an $11.6 million loss, due to the attempted expansion into the canned-soda market, whose barriers to entry were high against mass-produced Coca Cola and Pepsi.
[5.Alternative distribution strategy]
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 began 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.
[6.lifestyle cult]
Jones Soda has always been about the people 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.
[7.unique marketing initiative]
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, snowboarding extraordinaire Chanelle Sladics, and surf legend Benji Weatherly 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 through cities in North America handing out soda and talking to the people on the street.
Sources :
http://www.spikebev.com/docs/Jones_soda%20article%20-%20bev%20world.pdf
http://www.fastcompany.com/magazine/92/jones-soda.html
http://smallbusiness.blogs.cnnmoney.cnn.com/2008/10/10/a-cult-soda-brand-fights-for-survival/
http://www.mpdailyfix.com/pepsi-copies-jones-sodas-marketing-and-words-to-never-use-in-a-press-release/
http://en.wikipedia.org/wiki/Jones_Soda
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