Marketing Currents - Business and Marketing Current Events

Dog soda? Yeah, that’s a thing (and it’s pricey)


If you’re a dog owner and you’ve been thinking that there just aren’t enough flavored beverages for pooches, worry no more.

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Discussion Questions:

  1. What is positioning?
  2. Why is positioning important?
  3. What is competition?
  4. What is the difference between direct competition and indirect competition?
  5. Who might represent direct competition for Jones Soda?
  6. Who might represent indirect competition?
  7. How would you describe Jones Soda’s positioning strategy?
  8. How might that help differentiate the brand from competing brands?
  9. How might offering a soda for dogs fit with Jones Soda’s positioning strategy?
  10. Why do you think Jones Soda is offering a beverage for dogs?
  11. What flavors will the new soda come in?
  12. How do you think they decided on those flavors?
  13. According to this story, are the new drinks safe for human consumption?
  14. What is a target market?
  15. Who might represent the company’s target market for the new product?
  16. What is price?
  17. Why is price an important piece of the marketing mix?
  18. How much is Jones Soda charging for a four pack of the new canine beverage?
  19. What factors might influence a company’s decisions relating to price?
  20. How do you think the target market for the new product might have influenced the price?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.