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Jack Daniel’s Brand & its Marketing strategies
Mayank singh
About Jack Daniel’s Whiskey
Jack Daniel's is a brand of sour mash Tennessee whiskey that is the highest selling American whiskey in the world.
It is produced in Lynchburg, Tennessee by the Jack Daniel Distillery, which has been owned by the Brown-Forman Corporation since 1956.
Company -
Unique Selling Proposition
The unique JD's flavor is prepared from 50 single malts, four single grains and in particular the fingerprint malts from Milton duff and Glenburnie.
Segmentation
Whiskey drinkers who choose one blend when they're young and stick with it till they're old.
Target Group
Upper middle class and Upper class urban individual
Positioning
A Working Man's Whisky.
Price Jack Daniels Tennessee Whisky 750ML – Rs. 3500
Jack Daniels Tennessee Whisky 1000ML – Rs. 5000
Place
Sold in all the cities in India where there are corporate establishments
Product
The best whiskey in market with multiple uses such as partying (unlimited) , medicinal use (limited ) , for barbeque sauces & meat preparation & quick shots to warm up in cold temperatures
Promotion
Promotions at racing events & birthday month promotions
Orientation
1. Object of purchase – WHAT?
2. Objective of purchase – WHY?
3. Organisation of Purchase – WHO?
Middle & High income
Influencer – Decider – Buyer – User.
4. Operation of Purchase- HOW?
• Eg. Available in different size
5. Outlet of Purchase – Wineshops , Bars & Duty free.
Product life cycle
Marketing Strategy
Movies
Songs
Clothing
Competition