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Employee Retention of Jones Soda Co.

Discuss Employee Retention of Jones Soda Co. within the Human Resources Management (H.R) forums, part of the PUBLISH / UPLOAD PROJECT OR DOWNLOAD REFERENCE PROJECT category; Jones Soda Co. is a beverage company based in South Lake Union, Seattle, Washington.[1][2] It bottles and distributes soft drinks, ...



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Pratik Kukreja
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Employee Retention of Jones Soda Co. - April 12th, 2011

Jones Soda Co. is a beverage company based in South Lake Union, Seattle, Washington.[1][2] It bottles and distributes soft drinks, non-carbonated beverages, energy drinks, and candy. Jones Soda is a carbonated soft drink that has many unusual flavors that are not offered by other soft drink makers.

Bottles of Jones Soda
Founded by Peter van Stolk in 1986,[3] Jones Soda Co started off as a beverage distributor in western Canada in the late 1980s. As the company grew, they gained significant knowledge of the beverage industry and decided to get into the market with alternative beverages as the Urban Juice & Soda Company. In 2000, the company officially changed its name to Jones Soda and moved from its headquarters in Vancouver, British Columbia to Seattle, Washington to improve U.S. sales. Jones products are also sold in the Republic Of Ireland.
Until 1995, the company was a distributor of other beverage lines such as AriZona Iced Tea and Thomas Kemper sodas in western Canada. The Urban Juice and Soda Company changed its name to Jones Soda Co. on August 1, 2000, most likely hoping to benefit from the fact that over 85% of the total revenues came from the Jones Soda brand.
In November 2006, Jones Soda announced that the company would be transitioning to use pure cane sugar (in the form of an inverted syrup) instead of high fructose corn syrup (HFCS) in its products. This is unusual in the carbonated soft drink category compared to other national brands that most often use corn syrup. On January 22, 2007, Jones Pure Cane Soda was launched in 12 ounce cans. By April 2007, all of the company's products switched to cane sugar, except for its energy drinks, which changed that fall.[4]
In March 2010, Jones Soda agreed to allow rival Reed's, Inc. to purchase the company at a steep discount, though later in the month Jones backed out of the deal.[5] The company named former Talking Rain president William Meissner as President and CEO.

As of August 1st, 2000, Urban Juice and Soda Company Ltd. officially changed its name to Jones Soda Co ("JONES"). The story of the company began in 1987 when company founder and president, Peter van Stolk, recognized the potential of emerging "alternative" products in the beverage industry.

The company's start in the beverage world was not as a manufacturer of its own brand, but as a distributor in western Canada of other successful lines, including Just Pik't Juices, Arizona Iced Tea and Thomas Kemper sodas. By 1994, Jones was firmly established as a full line beverage distributor in western Canada, with a reputation for picking winners.

Jones Soda Flavors

Utilizing its experience and knowledge gained in the distribution industry, JONES decided to create and distribute its own brands. In 1995, JONES created two brands of its own: WAZU Natural Spring water, launched in April 1995 and Jones Soda, launched with six flavors in January 1996. Jones Soda has been recognized and awarded for its unique packaging that features constantly changing labels that are generated and submitted by its consumers. In 2000, Jones Soda Co. launched its own version of an energy drink, named WhoopAss. The following year, in 2001, Jones Soda Co. launched 6 flavors of Jones Juice. See Jones Flavor Evolution for more information

Distribution of Jones Soda began with what we call our "alternative distribution strategy." Jones Soda Co. placed it own coolers, bearing their signature flames, in some truly unique venues, such as skate, surf and snowboarding shops, tattoo and piercing parlors, as well as in individual fashion stores and national retail clothing and music stores. Following the execution of the alternative distribution strategy, Jones began an up and down the street "attack" of the marketplace; this time placing product in convenience and food stores. Finally, the company began to achieve larger chain store listings with companies such as Starbucks, Panera Bread, Barnes & Noble, Safeway, Target, Cost Plus, Meijers, Winn-Dixies stores, Albertson's, and 7-Eleven stores.

Jones Soda has also incorporated unique marketing initiatives in its strategy. Jones Pro Riders and Jones Emerging Riders, including extreme pro athletes BMXer Mat Hoffman, snowboarding extraordinaire Chanelle Sladics, and surf legend Benji Weatherly can be found promoting Jones and sporting the Jones logo at extreme sporting events across the country. The Jones RVs on both the East and West coasts travel through cities in North America handing out soda and talking to the people on the street.

On a recent trip to Panera Bread (yum!) I noticed some pretty funky labels on the Jones Soda Company bottles sold exclusively at Panera. Each label had an interesting photo, and upon further investigation I discovered that the photos featured on the labels are taken by Panera employees. The labels range from pictures of puppies and flowers to landscapes and friends and more. Some had an artistic or creative flair, while others were just cute and fun.
When I checked out their website, I found that even regular folk like you and me can have our pictures on their labels. Simply submit a photo and if they like it, you will get your own custom label featuring your photo. Can’t stand waiting for your label to be made? You can order a case of 12 sodas with your own custom label, including a photo, your own customized flavor name, and extra space for quotes, messages, etc.
I love when companies let their customers become part of the label design process. It is a fun way to interact with consumers and can draw special attention to a product because the labels end up being so unique.
Do you want a promotion like this? No problem. Thanks to digital printing technology, we can print a variety of different custom label designs at the same time. This would allow you to gather photos from your customers and then prepare the files and print a variety of labels. If your product label could benefit from a little consumer creativity, give it a try. You could end up with some pretty cool labels.

Last edited by pratikkk; April 12th, 2011 at 07:52 PM..
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