1. Jones Soda
quot;Run with the little guy... create some change.“
Strategic Market Analysis
MBA 517, Spring 2009
Albers School of Business and Economics
Eyman, Daniel
Hurst, Brittney
Mediwala, Mehul
Stapleton, Tim
Weiss, James

2. What is Jones Soda?

3. Jones Soda Agenda
• Market Definition
• Sustainable Competitive Advantage
• Growth and Profit Strategies
• Consumer Analysis
• Competitor Analysis
• Market Analysis Industry Analysis
Environmental Analysis
• Recommendations

4. Market Definition - New Age beverage
market
New Age or alternative beverages are distinguishable
from mainstream carbonated soft drinks in that they
tend to contain natural ingredients combined with less
sugar and carbonation.
1. relatively new introduction to the market-place
2. a perception by consumers that consumption is healthful
compared to mainstream carbonated soft drinks,
3. and the use of natural ingredients and flavors in the
products.

5. Industry Analysis
•Opportunities
–Natural ingredient movement
–International markets
–Lower calorie beverages
Threats
• Geographic Area - local, regional, statewide, national & international
Industry - size trends, outlook
Product -Pure Cane Soda Competitors= Thomas Kemper,,Dr. Pepper
Snapple, IBC, Coke, Pepsi, 2 Markets!!! Traditional Soft Drink Manufacturers
#1 Carbonated Market
#2 Alternative Drink Market in General
Buyers - target customers
Regulatory Environment
Company Information - indentify and research most successful business

6. Uncontrollable Factors
• Economic
– Highly elastic product, commodity prices
• Social
– Health awareness, obesity, diabetes
• Competitive
– Competitive Beverage Industry, Big players (Pepsi, Coca Cola, Dr.
Pepper/Snapple) can always enter pure cane soda market, consumer acceptance,
retail shelf space is competitive, sharing distributors with competitors
• Technological
• Regulatory
– Federal, State and Local Health Policies, US FDA, Ecotaxes on
recyclable/refillable bottles
• Political
– Alternative Beverage Camp
• Natural
– Seasonally affected industry

7. Environmental Analysis
• Strengths
– Creative with marking dollars and products
• Weaknesses
– Grew too fast, lost target audience,
• Opportunities
– Alcohol, bottled water
• Threats
– competitors can copy labeling, lost direction when
CEO got booted

8. Jones Soda Products
New Age/Alternative Beverages Product Lineup:
– Jones Pure Cane SodaTM, a premium carbonated soft
drink
– Jones 24CTM, an enhanced water beverage
– Jones GABATM, a functional tea juice blend
– Jones OrganicsTM, a ready-to-drink organic tea
– Jones Naturals», a non-carbonated juice & tea
– Whoop Ass Energy Drink», a citrus energy drink

9. Jones Pure Cane Soda
• Add pure cane description and image

10. Customer Demographics
• Core Customer
– New age, young generation
– 12 ~ 18 years teens
– Living alternative life style -
surfing, skate-boarders, snow-
boarding, hipsters
• Other Customers
– Teens+ ~ Adults
– Extreme sports players, sports
aficionados
– Personalized drinks for
Wedding/Party/Events

11. Distribution
• Add company logos and brief discussion about
the two methods utilized by Jones

12. Soda Industry Perceptual Map
New Age
• Jones
• Hansen
Product
Low Cost Differentiation
• Crush
• Generic • Thomas Kemper
• Stewarts
• Pepsi
• Coke
Traditional

13. What America Drinks
• How many gallons of beverages does the
average American drink in a year?
– Answer: ~ 192
• Of the 192 gallons of beverages consumed, how
much is soda?
– Answer: ~ 52

14. Jones vs. The World
Jones, Peers & Industry
Jones Hansen’s DPS Coca-Cola Pepsi Co. Industry
Market Cap 27.51M 3.47B 5.47B 108.57B 79.43B 504.20M
Employees 65 564 20,000 92,400 198,000 2800
Qtrly Rev Growth -24.90% 15.10% -2.70% -2.80% -0.80% 12.80%
Revenue 33.57M 1.07B 5.68B 31.73B 43.18B 1.46B
Gross Margin 20.52% 52.94% 54.96% 64.27% 53.28% 39.85%
EBITDA -13.05M 190.17M 1.12B 9.94B 9.08B 137.38M
Operating Margins -42.23% 17.48% 16.69% 27.53% 17.42% 5.66%
Net Income -13.98M 120.79M -275.00M 5.66B 5.12B N/A
EPS -0.53 1.25 -1.082 2.429 3.233 N/A
• Small fish in a very big Pond
• Thin gross margins
• Upside-down operating margins

15. Financial Performance
• “Peaked” in 2006
• Increasing Cost of Goods Sold
• Declining Revenues

16. Sustainable Competitive Advantage
• Differentiation with a focus strategy
– Flavor profiles
• Driven by interactive dialogue
– Customizable packaging
– Nimble
– Alternative marketing engine

18. Growth & Profit Strategies
Products
Current New
Market Penetration Product Development
- Jones rewards program - quot;street teamquot; - Continue developing new flavors in
Current - Radio advertisement existing product lines
- Improve shelf location - Further enhance attributes of existing
- More coordination with social media lines i.e. (fewer calories, natural
ingredients)
Market Development Diversification
Markets
- Target quot;mainstreamquot; consumers - Develop premium flavored alcohol
- Get back into Starbucks beverage
- Pursue national distribution - Jones mixers
opportunities
- Develop co-branding relationship with
New other NW brands
- Tie in with complementary products
- Develop international markets
- Get into Quiznos
- Expand demographic to 8 - 25; Jones Jr.
Smaller packaging
- Further develop internet marketing &
distribution

19. Challenges
• Limited financial data
– Brand
– Distribution

20. Recommendations
1. Consolidate offering to successful lead horse
flavors
– Street team
– Explore teaming arrangement with other regional
beverage producers
– Benefit from economy of scales in
purchasing, distribution, and advertisement.
2. Regional focus on successful markets
3. Co-op distribution network
4. Increase co branding efforts IE: Gamming

21. Q&A

22. Backup

23. 5 Year Returns

24. Revenue by Region Comparison

25. Cost Structure Analysis