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