Jack Daniel's Barbecue Sauce - Marketing Plan

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Business/Marketing plan for Jack Daniel's Barbecue Sauce - Team presentation - ACP Marketing - University of California Irvine, 2013.

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Jack Daniel's Barbecue Sauce - Marketing Plan

  1. 1. Ana Sasso Daria Krasavina Jose Melero
  2. 2. US sauce market: US$ 19 bill/year 9% of it: spicy sauce - US$ 540 mill AMERICAN PEOPLE SPICY SAUCES
  3. 3. HOW? (financials projections)
  4. 4. BBQ in the USA isn’t just a cooking method – it’s part of the local identity
  5. 5. Steak - Sizzle
  6. 6. SEGMENTATION PEOPLE WHO ENJOY EATING TARGET PEOPLE WHO ENJOY BARBECUED FOOD POSITIONIG NEW FLAVOUR TO NEW BBQ SAUCE
  7. 7. S: globally recognized brand; W: already has a lot of sauces, including BBQ; O: new market segment; T: Unilever owns 10% of the share now.
  8. 8. Mission statement Transform simple moments to the great experiences
  9. 9. PLACEMENT
  10. 10. PROMOTION
  11. 11. JACK DANIELS BBQ COMPETITION
  12. 12. PRICING • Supermarket - 14$ • Restaurants - 20$
  13. 13. “To do common things uncommonly will bring sucess” Henry Heinz, founder of Heinz

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