Comprehensive Market Research Report: Jack Daniel's RTD in Australia

This report examines the market dynamics of Jack Daniel's RTD in Australia, focusing on the challenges posed by competitors and the need for effective marketing strategies. The analysis highlights the significant consumer base for RTD and full-strength drinks, emphasizing the importance of product differentiation and customer retention. The report suggests strategies like enhanced marketing campaigns, quality improvements, and the use of location and occasion-based advertising to strengthen brand appeal. Additionally, it emphasizes the significance of storytelling, customer loyalty programs, and 24/7 customer support to boost sales and foster long-term customer relationships. The report also references several academic sources to support its arguments and recommendations for Jack Daniel's RTD in the Australian market.

The Jack Daniels brand in Australia faces a lot of challenges as any other brand with
available substitutes in the market. TheJack Daniels brand, especially RTD is facing a lot of
competition from other substitute drinks such as full strength. In Australia almost 1.5 Million
residents consume either Jack Daniels RTD or full-strength every year. This means that the
Jack Daniels brand RTD faces equally competition from full strength drink, therefore,
reduced sales yearly. The Jack Daniels brand RTD being that it’s consumed similarly in
Australia as full strength soon with excellent marketing strategy and skills it might be able to
take control of the whole market. Though Australia gross domestic product and need for
employment are growing, therefore the possibility of new companies producing the same
product will enter into the market, and that means increased competition. To prevent all this
and maintain and increase in its sales the Jack Daniels company must increase the
productivity of its drink RTD.To maximize profits and take control of the market soon Jack
Daniels must ensure its drink RTD stands out in Australia more than other available drinks
such as full-strength drink. To increase the market cover of Jack Daniels drink RTD new
marketing strategy, quality and development should be done to ensure the drink reaches its
most significant potential. The company can also practice customer retention ways to ensure
that loyal customers are not forgotten in the search for new customers.
In order to make sure that they are being able to work over their RTD range of products they
must e able to use some new strategies or marketing factors that will be helping to create a
special appeal to the customers. Location and then occasion are some of the useful factors
that can help in strengthening their brand. This can be done through some advertisements
which feature the consumption of the drink or the product that will be adding some special
flavours or some special charm to the occasion (Kahneman D and Tversky 2013) .
It must be noted that storytelling is a very essential strategy that has always been used by the
company to develop a kind of personal attachment or approach with the customers. One good
example was featuring of all the employees who have been working at the brewery of the
company for several years and they also showed the interviews with the chief tasters, images
of the communal house and other such aspects (Hadar and Fox 2009). Similarly in order to
market the RTD series of products they have to use some kinds of advertisements where they
will be talking about the benefits of buying and using the RTDs and the health benefits or the
energy boost that they will be getting from the buying and consumption of the products.

As the brand wants to make sure the consumers are increasing their purchases and are also
being able to develop a kind of loyalty the brand will have to provide some kinds of
discounts. They will have to develop some methods like discount coupons or free gift
hampers along with the RTD or the ready to drink products that they have developed. This
will help them in retaining more number of customers and also keep them for a long time. A
24*7 customer support system and customer care representative system has to be developed
so that the customers can give their feedbacks and also share their ideas for the development
of the product.

References.
Hadar L, and Fox CR(2009) - Judgment and Decision Making, 2009 -
decisionsciencenews.com.
Kahneman D and Tversky A(2013) - … of the fundamentals of financial decision …, 2013 -
World Scientific.
Kolokotsa D, Diakaki C, and Grigoroudis E (2009)… - Advances in Building …, 2009 -
Taylor & Francis
Rodriguez RM, and Martinez L(2011)… - IEEE Transactions on …, 2011 -
ieeexplore.ieee.org.