Marketing Book
Table of Content The Brand
3
4 P’s
4
Research Methods
5
The Target
9
Marketing Problem
12
Campaign Message
13
Creative Strategy
14
Reverse Graffiti
15
Promo Event
16
Micro Site
17
Mobile App
19
Campaign Summary
21
THE BRAND WHERE IT ALL STARTED Jones Soda is a an independent company that was established in 1996 out of Seattle, Washington. Everything about this company from the flavors to labels comes solely from the consumer, and that’s what makes them stand out. One of the unique factors about this company is their non-traditional way of advertising. Promotional events and their main website is their main traffic drive. This brand can be found riding around sports events like the X Games with their iconic vans or handing out their products at college campuses
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PRODUCT This independently owned company wanted to keep their brand similar to a mom and pop shop in the sense of exclusivity among their variety of products and work environment. One thing that sets them apart from other competitors is their USP: making the consumer feel like the product is their brand.
PRICE An average cost for a four pack of Jones Soda ranges from $3.99 to $4.59. A single bottle costs about $1.79 depending on the regional location. Comparable to any other product in this beverage company
PLACE This product can be found and bought in local grocery stores, gas stations, liquor stores and even school cafe’s. When Jones Soda first came to the market, they were only available to purchase at specialty stores, making it harder to find and buy. Also, their website is a main channel to purchase all their products.
PROMOTION The only type of advertising this brand creates is through promotions and their website. This type of advertising works for this brand because of their unique selling point: “make the consumer feel like it’s their product”.
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RESEARCH METHODS Through various methods of primary and secondary research, qualitative and quantitative data was discovered. Multiple surveys were created and distributed to our target market through an array of medias including Facebook and Twitter. Over a four-week period we received responses primarily from our primary and secondary target markets. Our main focus was to find out how the target market felt about Jones Soda and what could be done to help grow the brand. Having direct interaction showed to be a more effective route of meeting and speaking to our tertiary target market. Multiple one - on - one interviews were conducted in the hopes of finding how the Jones Soda brand sits with an older target market. Our main focus was seeing how the target market felt about the Jones Soda brand. There were two focus groups conducted. The first was held with multiple members of the target market with an attempt to discover their feelings on the flavors, designs and morals of the Jones Soda brand. The second was held to observe and dissect the creative to find any positives or negatives within the campaign that was created.
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FOCUS GROUP 째
Conducted the first focus group with various respondents representing the Primary and Secondary.
째
Found out glass bottle is necessary.
째
Color of the soda turns off the secondary target.
째
Awareness was one of the problems we discovered.
VIDEO
Online Surveys “
As a brand, I’d say they market pretty well to youth as a ‘cool’ product with their inclusion of the audience by way of their submit a label, strategy which gives them a good foothold into youth culture and fairly consistent feedback on what their consumers want. Female: 22 years old
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I like the way the glass bottle feels in my had vs. a plastic bottle because it gives me more meaning while I drink it, a more special meaning because I don’t drink Jones Soda that often. It’s sort of hard to find actually. Male: 18 years old
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It’s so sweet that I feel like I’m drinking liquid candy, and I love candy! Female: 18 years old
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I’ve never tasted Jones Soda, but I’ve seen them before. It looks really interesting with the bright color soda inside. And the packaging is pretty basic.
Female: 20 years old
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I like the nostalgic feel the bottle has. It reminds me of my childhood and the soda pop I use to drink. Male: 55 years old
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I wouldn’t let the price be a factor when deciding to purchase a 4-pack of this soda. Even though I’ve never heard of it I would still try it out.
Female: 51 years old
1-on-1 INTERVIEWS
THE TARGET When it comes to defining the target market of Jones Soda, it was clear that the company was aiming to a specific consumer. Through extensive research, our findings led us to categorize the target into three kinds of groups. With a combination of the millennials and baby boomers, these two generations make up the three categories: the primary, secondary and tertiary. The goal is to expand and reach out to different markets, but at the same time sticking to where Jones Soda came from and what makes them unique and stand out in
the beverage industry. These three groups are either skating around on their skateboards and snowboards, or scanning the aisles of the grocery store trying to figure out what healthy items belong in their cart. This target wants to feel connected to a brand whether it’s through social media or promotional events. Enable for Jones Soda to resonate with this target, specific messaging and actions must be implemented to create a strong brand relationship (or brand loyalty).
primary
SECONDARY
tertiary
°
Grabbing a Jones Soda at a music or skateboarding event from the promo van.
° Uploading their pictures to the Jones Soda
° Curious to purchase Jones Soda, because
°
Asking their parents to purchase certain soda beverages when grocery shopping.
° Likely to purchase a single bottle of Jones
° Likes to share their excitement of products
Getting a sense of fulfillment/excitement when bringing a unique soda in front of friends at school.
° Supportive of the art and music scene
°
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website - packaging promo.
Soda at the school/college cafe.
within community.
of the glass retro packaging that reminds them of their childhood time era. with their family members.
° Their emotional experience of purchasing
an entire 4-pack of Jones Soda, overcomes the price factor.
Jake Brown 16 years old Catch-Phrase: “Shred the Gnar” Words That Describe Jake: Adventist Unique
A day in the life of Jake
When Jake wakes up he usually presses the snooze on his alarm 10 times before his mom comes in to remind him to get ready for school. He takes a little pride in what he’s going to wear, but doesn’t want to look like he does to his fellow classmates. Breakfast usually consist of a bagel or pop-tart as he dashes out the door and grabs an orange juice at one of the vending machines at school. You can catch Jake drawing sketches while trying to take notes during his class lectures. When it comes to lunch time, he is standing in the long line deciding what kind of soda he wants with his chicken sandwich. After school Jake hits the skateboarding park wit his friends for a few hours before his mom is calling him to come home for dinner. When it comes to consumer habits, Jake is more loyal to purchasing brands that are unique and relate to his lifestyle. He wants to be connected to a brand that will let him express himself as an individual and a brand that is not so mainstream.
Sara Mason 20 years old Catch-Phrase: “ Thats so sketch” Words That Describe Sara: Free Spirit Artistic Go-Getter
A day in the life of Sara
When it comes to starting Sara’s day, she always tries to get a morning run in followed by a healthy smoothie. She attends San Diego State University with a major in literature and a minor in photography. She is a full time student during the week and works at a local coffee shop on the weekends. In her spare time she enjoys yoga, hiking and the traditional wine and pizza night with her girlfriends. Sara considers herself an Eco-friendly person and tries to do her part when it comes to the environment. She loves trying new things from unique beverages and foods to attending an arts and music festival.
kathleen Williams 53 Years old Catch-Phrase: “You have to try this! ” Words That Describe Kathleen: Outgoing Compassionate Open-minded
A day in the life of Kathleen Kathleen is a person who’s a kid at heart with a spirit of an old soul. Her typical day consist of waking up at the crack of dawn making her usual cup of hot tea and toast. After a long day of work she always seems to make it home in time to cook a hearty meal for her family. When she goes grocery shopping, she tends to take her time to see what kind of new items there is for her to purchase. She is always willing to make a buy of something new and share with her family.
THE MARKETING PROBLEM AWARENESS Through our research findings we discovered the consumers level of awareness is not very high. When asked if they’ve ever heard of Jones Soda, their response was negative, but when they saw the glass bottle and packaging they quickly recognized and linked the name with its appearance. This problem gives this campaign the opportunity to reach the primary target through different mediums with a strong creative and strategic strategy.
EASE
PROMOTIONS
When it comes to submitting photos to Jones Soda, the average consumer said they were unlikely to participate because of the hassle and inconvenience of logging on to their website. The website is their main drive of traffic. With that said, we had to develop a way to make the consumer feel ease and accessibility of uploading their own pictures to be chosen towards the Jones Soda packaging labels.
Since Jones Soda does not do any traditional advertising, promoting their brand can be difficult. The goal of this campaign is to expand promotional events without straying away from Jones Soda’s roots. The primary target will be reached through various mediums that appeal to their lifestyle and the Jones soda brand.
“The fact that they use cane sugar is a huge factor when purchasing.”
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CAMPAIGN MESSAGE JONES SODA A consumer-driven company that desires their customer to feel as if they are responsible for the brands direction.
BRAND AWARENESS Directly connects our target market, using digital and interactive media, to the brand in a way that resonates with their demographic.
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CREATIVE STRATEGY REVERSE GRAFFITI Guerrilla piece placed in high-traffic area to advertise the Electric Run, that Jones Soda is sponsoring.
PROMO EVENT Campaign will focus primarily around the promo event that Jones Soda will sponsor. The Electric Run is the most adequate choice of event that will hit our primary and secondary target.
MICRO SITE Once completed run, contestant will be able to take pictures at Jones Soda photo booth. Target will then be given a card that allows them to download their pictures from event through the micro site.
APP Mobile application that allows consumer to upload their photos to Jones Soda with ease and convenience.
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REVERSE GRAFFITI
This piece of art will be placed on the Mission Bay Boardwalk located in Pacific Beach, San Diego. This will be targeting our primary and secondary market.
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PROMO EVENT
At the end of the Electric Run, runners will be able take their picture with friends at the Jones photo booth.
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MICRO SITE
17
MICRO SITE
MOBILE APP
LAUNCH SCREEN
19
HOME
PROFILE
MOBILE APP
PHOTO GALLERY
CHOSEN PHOTO
CAMERA
CAMPAIGN SUMMARY
21
RESEARCH
PLAN
One of the vital parts of this campaign was doing the market research on the brand, people, product and anything about their products. Without the research there is no foundation to start from, for that is the foundation of this campaign.
Once secondary and primary research is assessed, planning the how and what of the campaign is essential to the process of the campaign. This was a strategy that uses both a creative and strategic approach.
EXECUTE
SHARE
The execution was the creative deliverables and the strategy behind it. Creating pieces that would resonate and connect to our target was implied through art direction and visual appeal while keeping brand awareness the main focus of our campaign goal.
Once the creative is executed, sharing this message and campaign to the target had to be using the right mediums and channels.
Created by: Keana Noons