Jack Daniel's Marketing & Management: Strategies for Brand Success

This report provides an overview of Jack Daniel's marketing and management strategies. It discusses the company's background, including its founding in 1875 and its position as a top-selling American whiskey brand owned by Brown-Forman. The report delves into the 4 Ps of marketing (Product, Place, Price, Promotion), highlighting Jack Daniel's unique product offerings, global distribution network, premium pricing policy, and effective advertising methods. It also examines the brand's value proposition, which is built on its smooth character, quality assurance, and vintage experience. The report concludes that Jack Daniel's successful marketing mix, including its product attributes, pricing, distribution, and advertising, contributes significantly to its global success and creates value for the company. Desklib offers a range of solved assignments and past papers for students.

RUNNING HEAD: Marketing & Management 0
Jack daniels
Marketing & Management

Marketing & Management 1
Contents
Introduction...........................................................................................................................................2
4 Ps of marketing...................................................................................................................................2
Value proposition..................................................................................................................................3
Conclusion.............................................................................................................................................3
References.............................................................................................................................................4

Marketing & Management 2
Introduction
Jack Daniels is associated with the beverage industry. It is a top-selling American whiskey
worldwide. Jack Daniels is owned by Brown Forman. The company deals in distillation and
manufacturing of the Tennessee whisky. The brand holds the leading position in terms of
retailing whisky. It was founded in the year 1875 by Jack Daniels. The potential customers of
the company belong to the upper class. www.jackdaniels.com/en-in/ is the website of the
company where the details regarding products of Jack Daniels can be explored in details.
Jack Daniels is popular for its unique packaging. The company advertises its products in the
events taking place. It also brings out the special series dedicating to the events.
4 Ps of marketing
Product: Jack Daniels is a worldwide famous brand. It has been considered as a man’s dream
whisky. Jack Daniels has a unique and exclusive flavour resulting from 4 single grains, 50
single-malts, fingerprint malts and Milton duff. The company maintains the highest standard
while choosing and crafting whisky. Some of the variants of Jack Daniels are Gentleman
Jack, Single Barrel. Tennessee Honey, Winter Jack, Sinatra Century and more. Jack Daniels
has also honoured special events by producing exceptional bottling and out of which some
are Maxwell houses, riverboat captain, white rabbit Saloon, holiday select series and more
(Babin & Zikmund, 2015).
Place: Jack Daniels is the most recognized and wanted a brand in the international market.
The products of the company are accessible in most cities and countries of the globe. The
brand has its own headquarter and distillery at Lynchburg in Tennessee, United States. Since
1956, Jack Daniels Distillery is possessed by its parent company Brown-Forman Corporation.
The products of the company are sold in countries like the U.K, Australia, Germany, United
States, France and the list goes on. Jack Daniels has a strong distribution network which
makes possible to sell products to most countries (Naimi, et al. 2015). It has even enabled
Franchisee system. The variant of Jack Daniel can be easily found in a liquor shop, pubs,
clubs, bars or hotels.
Price: Jack Daniels is a highly reputed brand. The high-quality products of the company are
admired by the whisky drinkers. It is considered that once an individual has savoured this
brand becomes hard to shift on any other brand. It is impossible for such individuals to opt

Marketing & Management 3
any other brand. It has even adopted a premium pricing policy for the high-end products. Jack
Daniels charge bit higher prices from the competitors (Datta, Ailawadi & van Heerden,
2017). People prefer to pay the higher prices charged by the company. A whisky drinker does
not comprise when it comes to taste and flavour so the company is capable of maintaining its
pricing policy from a long period of time. The higher prices charged by the company led to
higher sales and the higher sales ultimately resulted in greater revenues.
Promotions: Jack Daniels is a highly recognised brand which has been made possible by its
qualitative product and wide persuasive policies. The brand has unique packing in the square
bottles which is certainly identified by the fans. It makes use of various advertising tools. Its
ads are displayed on social media, newspapers, magazines, TV and billboards. The major
reason for the admiration of the brand is mouth publicity (Hirschman, 2016). People are
always eager to share their experience with other persons because of their taste and flavour.
The famous personalities also have admitted their love for the products of Jack Daniels.
Lemmy Kilmister, Michael Anthony, Frank Sinatra are some of the popular products of the
company. Jack Daniels is an enthusiastic contender the events and sports to generate visibility
of the products. The sponsored events of the company comprise Richard Childress Racing,
Zack Brown Band Perkins Engineering and more (Smith & Hanover, 2016).
Value proposition
Jack Daniel has familiarised itself as a cheering and dependable brand. The company has
attained value proposition as whisky is softened drop by drop by ten feet of sugar maple
charcoal and ripened in the new American oak containers. The company is the oldest
registered distillery to attain its smooth character (Holt, 2016). The premium price policy
decided by the company has also helped to create a value proposition. The quality assurance,
taste and vintage experience of the whisky is sufficient enough to create a value proposition
for the company. It has even become a status symbol to consume whisky of Jack Daniels. The
new packaging also uses images, language and iconography to define the story of the Jack
Daniels and well crafted.
Conclusion
Jack Daniels is successfully leading its operations worldwide. The marketing mix has great
role in the success of the company. The product attributes, unique pricing policy, global

Marketing & Management 4
distribution network and advertising used by the company leads to the effective marketing
efforts. The quality provided creates value for the company.
References
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. Cengage Learning.
Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response?. Journal of
Marketing, 81(3), 1-20.
Hirschman, E. C. (2016). Branding masculinity: tracing the cultural foundations of brand
meaning. Routledge.
Holt, D. (2016). Branding in the age of social media. Harvard business review, 94(3), 40-50.
Naimi, T. S., Siegel, M., DeJong, W., O’Doherty, C., & Jernigan, D. (2015). Beverage-and
brand-specific binge alcohol consumption among underage youth in the US. Journal
of substance use, 20(5), 333-339.
Smith, K., & Hanover, D. (2016). Experiential marketing: secrets, strategies, and success
stories from the world's greatest brands. John Wiley & Sons.