Jones Soda

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Our staff of freelance writers includes over 120 experts proficient in Jones Soda, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your Jones Soda paper at affordable prices!I Executive Summary

The ex-Canadian, now Seattle based soft drink manufacturer of Jones Soda has a history or producing unusual flavors of soda, with even more unusual labels. Jones Soda distributes its product in select markets, while being sold in locations you would never expect to find a soda. The company has recently launched the myJones.com site where customers can order, and have a delivery of Jones Sodas to their house. The creation of their new web site will allow their products to be even more widely distributed which will most certainly add to their rapidly growing income. Americans today are fat! And consequently have become more health, or image conscience. Either way, society depends on low calorie food items, such as diet drinks, to maintain their image/health. Since Jones Soda competes in the competitive premium soda category, the company needs another flavor to compete with brands like Coke and Pepsi and the new flavors they introduce. We have created an advertising campaign that will introduce and remind the population of soda drinkers of Jones Soda with the intentions of continuing to expand and compete in this industry. Already having a massive number of customers, we plan to introduce a new line of Diet Sodas to this image conscience society and continue to remind and persuade customers of the Jones Soda drinks. Using advertising and publicity, we will reach a larger audience than in the past. The advertising team will use several different types of Advertising Media including Newspaper, Radio, Magazines, Yellow Pages, Television, Outdoor/transit and Publicity, in the Portland metropolitan area, with the target market of any person(s) who fall into the image conscience society. Adding these advertising methods to the already positive publicity brought on by Jones Soda's reputation for quality, we are sure to move Jones Soda into the future while creating a legacy in the process. And after our new product hits the market, we are sure to be continuing the build on the Jones Soda legacy. Chris Woods II

II Description

A. The ex-Canadian, now Seattle based soft drink manufacturer of Jones Soda has a history or producing unusual flavors of soda, with even more unusual labels. The always-changing photos on the labels are sent in from Jones Soda customers. Jones Soda distributes its product in select markets, while being sold in locations you would never expect to find a soda. The company has recently launched the myJones.com site where customers can order, and have a delivery of Jones Sodas to their house, which will most certainly increase their profits. The myJones.com site will help increase awareness and increase their already rapidly growing profits; from 00- 00, Jones Soda increased their revenue by more than 18%. However, Jones Soda is not solely concerned with profits. They are strong believers in social responsibility and it is a large part of their companys philosophy. Just a few years ago, Jones held a benefit auction held at the Museum of Contemporary Art in Soho, to celebrate the introduction of new flavors. Proceeds for this were donated to a fight against AIDS. To help combat the current outburst of overweight Americans, Jones Soda introduced a new line of 4 different flavors of Diet Drinks.

B. I am a High School Junior in an advanced Marketing class, designing the advertising for this company and it's new product.

III. Objectives

Already having a massive number of customers, the primary objective is to introduce a new line of Diet Sodas to the image conscience customer while continuing to remind and persuade customers of the Jones Soda drinks, in order to maximize profits.

IV. Identification of the Target Market

A.Primary

The primary market of this campaign includes men and women with a general age of about 5. This market consists of any one interested in maintaining a healthy diet, without giving up their favorite drinks. These people are those that are conscience of their health or weight that live in the Metro Politan Area. Another primary market is the younger generation that is more conscience of their appearance. This group consists of 1 - 0 years old that want to maintain their slim appearances that also live in the Metro Politan Area.

B. Secondary

The secondary market for this campaign consists of everyone else living in the Portland Area, wanting a tasty, thirst-quenching drink.

V List of Advertising Media Selection Necessary for the Campaign Budget.

Newspaper I will advertise Jones Soda by having a loose paper insert, 8 ½ x 11 in The Oregonian every day of every other week. This advertising will ensue for the remainder of the campaign ( months). The first week will be March 1st through March 7th. By having a loose paper insert, I am able to make it colorful and convenient for the reader, possibly falling out, and with its bright colors, will catch the reader's eye. Newspaper is a good way to advertise because it is local, sending it right to your specific target market. However, I chose to do it as a loose paper because there is no requirement to put your ad in one specific section, as there is no specific section where dieters/image conscience teens look, but it will be easily accessible for all readers.

Radio - I will advertise my diet product on different radio stations, 4.7 NRK as well as on Z100. NRK attracts listeners, with its alternative rock, that tend to be the punk-like boys with ages ranging from 15 5, which are customers that our company targets. While Z100 reaches a different market with its hip hop, girls ranging from 15 1 years old, it is an equally as large market that more than doubles the audience reached. The same ad will be played on both stations for 0 seconds twice a day, for 4 weeks starting May 1st. Advertising on just these radio stations will ensure that I advertise to primarily likely Jones Soda customers, maximizing the money put into this campaign.

Internet I will be advertising pop-ups, as well as the ad's that role on the top of the screen, on Google, Yahoo, SparkNotes, and GradeSavor. Clicking on any of the ads will bring you to the MyJones.com site. These sites are excellent places to advertise to our target market because many High School and College students visit these sites every day! It will definitely raise awareness, while being free and hopefully bring more customers to the MyJones.com site, which will in turn raise awareness.

Television I will advertise on different TV stations, MTV and UPN 4, for the last 4 weeks of my campaign, starting April 1st. I will have two 15 second slots and two 0 second slots. The commercials will be shown three times a week, on each station. This amount assures the ad's being seen, and reminded, but definitely not over played and bugging the audience, while saving money at the same time. The commercials, like the bottles, will be very diverse in footage and very appealing to the watchers. MTV has an extremely large audience, which target teen's aged 1 5 that is very similar to those in our target market. And UPN 4 also has a high teen viewer percentage. However, they also have an older audience stretching from 5 at least 40, which increases the awareness of our product through all ages.

In-Store Displays They will be used in snowboard/skateboard shops as well as independent stores which is the basis of Jones Soda. I will also put some displays in malls because of their wide variety of viewers, while still focusing on our target market of an image conscience teen. Almost everyone goes to the mall at some time, and will likely see our ad's in convenient places to buy a Jones Soda drink. Placing ad's snowboard and skateboard shops as well as independent stores will focus more on our target market of young, punk teens, but still being a large audience.

IX

This campaign will surely accomplish all goals set by our advertising team.

The new line of diet drinks will be introduced and be visually available to the market interested in that product, while the customers that are unaware of Jones Soda as a whole, will be reminded. Virtually every where our target market will be traveling, there will be, at some point in time, a Jones Soda advertising media, informing them of our great product. The secondary market will also be greatly affected by this campaign, at no extra cost to the company; Internet advertising is free while reaching an uncountable number of viewers. Television and radio will also be reaching our target market directly, while at the same time, affecting a number of other customers likely to reach in their pocket and buy a Jones Soda.

Directly reaching so many buyers directly in our target market makes this campaign a sure success to lead this company into the future, while creating a legacy for all time.

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