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finish individual part of the file that i gaveASSIGNMENT 7

PROMOTION
JONES SODA

Objective:

Promotional Activities appears to be the easiest element of Marketing 4P. However, it has its own challenges:
· Social Media is quite prominent, but not all platforms of social media are available throughout the world
· Internet is not necessarily available or reliable at some parts of the world
· Traditional media is still heavily used in many parts of the world
· Different medium of traditional media works much better in some countries than others
· Literacy rate is not necessarily high in some parts of the world, making written messages difficult to disseminate
· Translation of promotional messages, slogans, brand promises have known to be lost in translation or mistranslated (e.g. Coca Cola, Nova, etc.)
· Package Labeling practices differ globally (legal requirements, labeling standards, etc.)
(Package is considered the last piece of advertisement consumers see before purchasing)
The objective of this assignment is to evaluate what a global company needs to consider in how to engage and stay relevant to consumers through promotional activities, considering the cultural differences.
You will be researching Jones Soda. Here is the background:

Every great product has a secret formula.  Coca-Cola’s legendary recipe is locked deep within the vaults in its Atlanta headquarters. KFC mixes different parts of its 11 herbs and spices at three separate facilities to safeguard the Colonel’s secret bland.  McDonald’s hunted down its original special-sauce mix for Big Macs last year as part of its turnaround effort.
Jones Soda, the small Seattle soft drink maker, has its own secret ingredient – one that has created buzz, at one point produced 30 percent yearly revenue growth in a flat beverage market, drawn major distribution partners such as Starbucks and Target, and brought in $30 million in annual revenue. 

That ingredient: a small but growing following of devout customers. 

These are not just any customers — Jones Soda knows its niche.  It targets young buyers — 12 to 24-year-old — who appreciate the brand’s wacky, irreverent attitude.  By focusing in on these customers, listening to them, and giving them what they want, Jones Soda is thriving in the shadows of the soft drink giants.
Virtually everything about a Jones Soda, from labels to flavors, comes from its carefully targeted customers.  The world is not clamoring for another soda, even if it tastes like blue bubblegum.  So how do you sell a non-necessity product? (“non-necessity” because it is not an essential food source you need for nutrition)  

According to van Stolk (the founder, but no longer CEO), who started Jones Soda in 1986, “People get fired up about Jones because it’s theirs.”  It all started with the Web site Jones Soda launched in 1997.  Hundreds of comments poured in from customers, and van Stolk quickly took up their suggestions and online votes for neon colors, wacky names (like Fufu Berry, Whoops Ass, MF Grape, and

  
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