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Marketing Case Study: Jones Soda
Some days back, I had an opportunity to hear Peter Van Stolk give a speech. He is the founder of Jones Soda, a company that is getting lots of attention these days. In a few years, Jones Soda has become a 100 million dollar company. Big boys like coca-cola and pepsi are noticing them. Peter Van Stolk is called by fortune 500 companies, some of whom are his competition, to give speeches about the tremendous growth of Jones Soda.
Unlike most other speeches given by ceo's, Peter's speech was interesting. Entertaining even. It wasn't an ego trip! In this post, I'll tell you my observations about why Jones Soda is doing so well.
Why is Jones Soda doing so well?
There are 4 tactics that Jones Soda is using extremely well.
1. Packaging: How have they positioned themselves as the "collectors" item
Jones Soda has very unique packaging. They have done everything to make their bottles a "collectors item." All their bottles have different labels with pictures on them. Different pictures that pass a commentary on the society. There are hundreds of different labels produced by the company itself.
On top of that, anyone can submit their own photo through a website for a chance of it being featured on a Jones Soda label. If the photo passes the attitude test, it will be featured on hundreds of Jones Soda bottles. If it doesn't get selected, you can still buy customized Jones Soda bottles with your photos on them by paying a premium price.
Personalized labels on Jones Soda makes a cool gift!
If that wasn't enough, they add one more small touch that makes people buy Jones Soda again and again. They have added "fortune cookie quotes" on each and every the bottle caps.
Recently, one hard to find Jones Soda bottle went for $450 on ebay.com!
2. Distribution: Going where no other softdrink has gone before
Distribution is another tactic that Jones Soda has made full use of. Like other tradional softdrink companies, Jones Soda places their drinks in restaurants too. And now, Jones Soda can also be found in Starbucks, Target stores, Panera Bread, Barnes & Nobles etc.
But they have an edge over tradional softdrink companies because Jones Soda are going where no other softdrink company have gone before. You can find Jones Soda mini-fridges in un-thought-of places like tattoo parlours, skate shops and clothes shops!
Jones Soda has erected a mini army of shop owners and retailers to stock their, and their products alone in their stores. They share profits with these store owners!
These two tactics would have been enough to make them wildly profitable. But Jones Soda didn't stop there. Tomorrow, I'll tell you about 2 other tactics that they use.
Update: I just wrote the 2nd part of the case study. Go read it:
Marketing Case Study: Jones Soda (part-2)
Email Post to a friendPosted on 3/05/2005 | Permalink | |
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