what does the company make and who is the audience? again, all over the map. a bottle of soda with photos on it. made by anyone who has some bottling capacity. Cue did a good job stopping the silly spending. however, i do not see a vision for the brand, other than thinking its "cool". why is it cool? same reason it was cool in the 1990s. so cool. in other words, there is no omg what a great product! aspect to this company. the mission seems to be to sell soda and make some money. no great brand was ever built like that. i just don't get it.
Who is the target market for JONES SODA? , I say #1 Scenesters, Young people on a mission-- be it fashion, photography, music, video production, or somthing we haven't heard of yet. Urban, well-educated, and consider themselves part of the creative class, no matter how menial thier first few jobs may be.
#2 Green Consumers, Still known for recycling, but they are undeniably wealthy and spend heavily on cosmetics, colthing, and small SUVs. Most are in their thirties and are usually found in the west and Northwest. Right where Jones introduced Natural Jones. I think they can make a profitable business out of these two segments.
I have some of the same questions you do. I just keep asking is it better off now than it was 6 Months ago?
I keep getting a yes to that question. Is Jones cooler than they were 6 months ago?
Fiat, Detroit Jones, Natural Jones, Whole Foods, Glaze Grill. seems a a little cooler IMHO
association with such retailers and brands does not make a company or product cool in the eyes of youth or anyone. sales for jones are miniscule. they should not be suffering such large declines in revenue. cramer interviewed WWAV chairman today. almond milk growth up 52% yoy. jones is making fufu soda and thinking it is cool and a growing segment. i think it is disastrous thinking and it killed the company. making it in michigan is going to make it grow? no. it is nice for michigan to make a few extra ten grand locally. i do not understand the point of this business. soda as a segment is a dead category. they do not seem to have realized how to take advantage of this trend.