jackdanielspresentation (final).pptx
TRANSCRIPT
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Jack Daniel’s Dark Cherry Whiskey
By: Katherine Hartig, Thomas Kraebel, James Silverhardt, Frank Tufano, Jesse
Whittaker
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Company History• Jack Daniels was born in 1850 and
was a well-known member of the community in Lynchburg
• The famous Jack Daniel’s Black Label was introduced in 1911
• In the 1940’s Frank Sinatra was introduced to Jack Daniel’s
• Prides itself on providing buyers with the long lasting historical background and image that Jack Daniel’s has in American culture
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Company History• Many famous people
have been associated with Jack Daniel’s
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Competitor Analysis• Jameson $32.99-$38.99 “The
Smooth Whiskey” , 3% Market Share
• Crown Royale $35.99-40.99 “Canadian Whiskey”, 2% Market Share
• Jim Beam $28.99-37.99 Biggest Competitor “Make History” Mila Kunis Ad, 7% Market Share
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Target Market• Present Target Market- Males
21-45• Primary Potential Target
Market- Women between the ages of 21-45
• Reason: To increase the percentage of women drinkers of Jack Daniel’s
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Perceptual Map
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Objectives• Marketing Objective- To increase sales
through the expansion of our target market to include the female demographic.
• Advertising- To increase the appeal of the Jack Daniels line to the female audience through the introduction of this new product.
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Media Budget• Company total US Ad spending 2013 = $16.8million• Tennessee Honey spent 9% of total US ad spending in
2013 which equals approximately $1.5million• With introducing a new product it will cost 13% of total
US ad spending which is approximately $2.1million dollars
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Media Planning
• Magazine Advertisements will account for 30% of total ad expenditures
Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Magazine Advertisements
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Media Planning
• Online/Web Advertisements will account for 15% of total ad expenditures
Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Web Advertisements
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Media Planning
• Billboard Ads will account for 15% of total ad expenditures
Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Billboard Advertisements
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Media Planning
• Radio Advertisements will account for 40% of total ad expenditures
Jan Feb Mar Apr May Jun Jul AugSep Oct Nov Dec
Radio Advertisements
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Advertisements
• Magazine Ad
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Advertisements
• Web Banner Ad
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• Billboard Ad
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Advertisements
• Radio Ad
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Pretest/ PosttestPretest- Survey of 1,000 random woman Questions regarding drinking alcohol/whiskey, attitude towards Original Jack brands, attitude towards idea of Dark Cherry product.
Posttest- Quarterly Survey of 1,000 random woman asking whether their aware of this new product, if they’ve purchased it, and attitude towards Jack Daniel’s.
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Projected Total SalesTotal US Sales Revenue 2013 = $2.66 billion Total US Sales Revenue 2014 = $2.89 billion(Estimated) Total US Sales Revenue 2015= $3.12 billion
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Conclusion • Why Jack Daniel’s
needs to accept this marketing campaign
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Questions?
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References• Stengel, J. (2012, January 9). Jack Daniel's Secret: The History of the World's Most Famous Whiskey. Retrieved
December 3, 2014, from http://www.theatlantic.com/business/archive/2012/01/jack-daniels-secret-the-history-of-the-worlds-most-famous-whiskey/250966/
• Editors, F. (2011, December 1). Jack Daniels Marketing Magic. Retrieved December 3, 2014, from http://fortune.com/
• Brown-Forman's global ad spend 2014 | Statistic. (2013, January 1). Retrieved December 3, 2014, from http://www.statista.com/statistics/315814/brown-forman-ad-spend-worldwide
• http://www.businessinsider.com/jack-daniels-marketing-history-biggest-whiskey-brand-2012-1• Genesues, A. (2014, August 1). Get To Know: Jack Daniel's VP Global Marketing Creative Director Eric Doninger.
Retrieved December 3, 2014, from http://marketingland.com/get-know-jack-daniels-cmo-eric-doninger-97573• Johnson, L. (2014, June 1). Jack Daniel's Taps Digital Photo-Sharing to Target Weekend Warriors. Retrieved December
3, 2014, from http://www.adweek.com/news/technology/jack-daniel-s-taps-digital-photo-sharing-hook-first-time-whiskey-drinkers-158097
• Bhasin, K. (2012, January 10). It Took Brilliant Marketing To Turn Jack Daniel's Into The World's Most Popular Whiskey. Retrieved December 3, 2014, from http://www.businessinsider.com/jack-daniels-marketing-history-biggest-whiskey-brand-2012-1
• Shultz, E. (2014, April 1). Why Jack Daniel's Tennessee Fire Launch is a Slow Burn | CMO Strategy - Advertising Age. Retrieved December 3, 2014, from http://adage.com/article/cmo-strategy/jack-daniel-s-tennessee-fire-launch-a-slow-burn/292626/
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Media Budget Cont.• Web Banner- $315,000, 10 different websites• Billboards- $315,000, in 5 different cities (NYC,
Atlanta, Los Angles, Oklahoma City, and Nashville)• Magazines- Cosmo for a full year for $420,000, and
Entertainment magazine for 6 months of the year for $210,000
• Radio- $840,000, 10 different cities on (Syracuse, Nashville, Houston, Charlestown, Dallas, Miami, Washington D.C., Cleveland, Little Rock, and Morgantown)