2. Jack Daniel’s Dark Cherry Whiskey
By: Katherine Hartig, Thomas Kraebel,
James Silverhardt, Frank Tufano, Jesse
Whittaker

3. 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

4. Company History
• Many famous people
have been associated
with Jack Daniel’s

5. 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

6. 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

8. Perceptual Map

9. 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.

10. 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

11. Media Planning
• Magazine Advertisements will
account for 30% of total ad
expenditures
Jan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec
Magazine Advertisements

12. Media Planning
• Online/Web Advertisements will
account for 15% of total ad
expenditures
Jan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec
Web Advertisements

13. Media Planning
• Billboard Ads will account for 15%
of total ad expenditures
Jan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec
Billboard Advertisements

14. Media Planning
• Radio Advertisements will
account for 40% of total ad
expenditures
Jan Feb Mar Apr May Jun Jul Aug
Sep Oct Nov Dec
Radio Advertisements

15. Advertisements
• Magazine Ad

16. Advertisements
• Web Banner Ad

17. • Billboard Ad

18. Advertisements
• Radio Ad

19. Pretest/ Posttest
Pretest- 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.

20. Projected Total Sales
Total US Sales Revenue 2013 = $2.66 billion
Total US Sales Revenue 2014 = $2.89 billion
(Estimated) Total US Sales Revenue 2015= $3.12 billion

21. Conclusion
• Why Jack Daniel’s
needs to accept this
marketing campaign

22. Questions?

23. 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/

24. 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)