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

1. Ana Sasso
Daria Krasavina
Jose Melero

2. US sauce market: US$ 19 bill/year
9% of it: spicy sauce - US$ 540 mill
AMERICAN PEOPLE
SPICY SAUCES

3. HOW?
(financials projections)

5. BBQ in the
USA isn’t just a
cooking
method – it’s
part of the
local identity

6. Steak - Sizzle

7. SEGMENTATION
PEOPLE WHO ENJOY EATING
TARGET
PEOPLE WHO ENJOY BARBECUED FOOD
POSITIONIG
NEW FLAVOUR TO NEW BBQ SAUCE

8. 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.

9. Mission statement
Transform simple
moments to the great
experiences

10. PLACEMENT

11. PROMOTION

12. JACK DANIELS BBQ COMPETITION

13. PRICING
• Supermarket - 14$
• Restaurants - 20$

14. “To do common things uncommonly will
bring sucess”
Henry Heinz, founder of Heinz