Jack Daniel’s Dark Cherry Whiskey

By: Katherine Hartig, Thomas Kraebel, James Silverhardt, Frank Tufano, Jesse

Whittaker

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

Company History• Many famous people

have been associated with Jack Daniel’s

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

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

Perceptual Map

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.

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

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

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

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

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

Advertisements

• Magazine Ad

Advertisements

• Web Banner Ad

• Billboard Ad

Advertisements

• Radio Ad

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.

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

Conclusion • Why Jack Daniel’s

needs to accept this marketing campaign

Questions?

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/

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)