...COMPANY DESCRIPTION The Jack Daniel’s brand is produced by the Brown-Forman Corporation. Brown-Forman produces and markets many of the most well-known and best-loved wines and spirits in the world. Some of their popular spirits include Jack Daniel’s, Canadian Mist, Southern Comfort, Gentleman Jack, and Early Times. A few of their wine labels include Fetzer, Bolla, Bel Arbor, and Michel Picard. The Brown-Forman Corporation is one of the largest American-owned companies in the wine and spirits business. They are considered a top diversified producer and marketer of fine quality consumer products within their industry. Headquartered in Louisville, Kentucky, Brown-Forman was founded in 1870 by George Brown and John Forman as small town distillery producing Old-Forester brand bourbon. They compete in the distillery industry that includes about eighty companies with combined annual revenues of $ 6 billion. Today, the company employs approximately 3800 people in the U.S. and abroad. For fiscal year 2008, the Brown-Forman company had sales revenue of approximately $ 3.3 billion with a net income of $ 440 million. In 1956, Brown-Forman purchased the Lynchburg, Tennessee-based Jack Daniel’s. They maintained the simple black Jack Daniel’s label. The Brown-Forman Corporation has found global success by introducing Jack Daniels to overseas markets. The Jack Daniel’s product is the company’s leading brand and is the largest selling American whiskey by volume in the world...
Words: 423 - Pages: 2
...Creative Strategy The objective of Jack Daniel’s creative strategy here is to appeal to and create profits from our target market. We want to establish a symbolic link between the iconic Jack bottle and the female lifestyle in our targeted age market. To our female market, we want to create a tone of luxury, the party-lifestyle, and sensuality. To appeal to females, we assume these to be things that would increase their likelihood of purchase. Our big idea is the “Jack and Jill” campaign where we hope to complement the masculine Jack with the female Jill. Our main character in this campaign is the beautiful Jill who mainly appears alongside images of the drink to create visual association. The central persona that the woman will take is one who can party but retain her composure; this would be best displayed in television or radio advertisements. Media Strategy We will advertise on TV, in magazines, outdoor, and online. We will advertise in mediums that either primarily target women or target a near-equal percent of women and men. TV spots will have a pulsed media schedule relative to the expected seasonal increases in sales due to expensive costs. These seasonal increases include wintertime, Nascar season, and Christmas. Below the Line Promotions A. Promotions Continuing to utilize the relationship with the NASCAR community, tickets from each racing event can also be used as a coupon in any store for two dollars off any type of Jack Daniels whiskey. B. Point of Purchase The...
Words: 1059 - Pages: 5
...Jack Daniel’s International Strategy: By sticking to Its Homespun, Down-Home Story, the Tennessee Sour Mash Whiskey Has Increased Sales at Home and Abroad In the United States Jack Daniel sales showed no growth in the 80s and 90s; the only growth was for premium and superpremium whisky (Pearce and Robinson 2009). The company realized that generation X & Y did not have the same taste as the baby boomers; therefore, they need to change their strategies. Jack Daniel came up with a strategy to target younger crowds who surprisingly preferred the premium taste of Jack Daniel in overseas markets. In order to implement their strategies Jack Daniel had to conduct an internal and external assessment of the company. Although the company had already been selling whisky globally, their assessment would be in how to reach a younger audience before entering the niche market. Jack Daniel needed to assess their internal factors such as advertising and marketing strategies for targeting youth in other countries. For example, sponsoring concert events and placing ads that would attract the Chinese or London’s youth. External factors that Jack Daniel needed to assess were where they were planning on placing these marketing ads and how will their whiskey reach youth in other countries. Jack Daniel has a super strong brand story that has proven to overcome any overseas backlash. The whisky story comes from small town USA; giving them visual advantage of how Whisky should be made. Marketing...
Words: 977 - Pages: 4
...there was a little jack rabbit that had tiny, tiny ears and little legs. His main problem was that he could hear or get around very easily. His home was under this big oak tree in the forest, it was very cool and it kept the rain from getting him all wet. Mr. Jack was very friendly; everyone in the forest was his friends even his common enemy; like the coyote. But out of all his friends there was this one that Mr. Jack would always turn to for help or questions that he wanted answers to. This friend live in the upper part of the tree, he was an owl named Hoot. So one night he just got back and he saw Hoot in the tree and he looked at him and said “ Hoot, why is it so hard for me to get around and so hard for me to hear I don’t get it; I know you can hear really well, and you get around great because you have wings”. Hoot was thinking and said “I don’t know how that works but that’s the way life goes, now get some sleep.” “Ok I will good night Hoot.” Later that night Jack was having dreams about actually having long legs and ears, he was so happy and excited that in the morning he woke up and had to tell Hoot. He was very happy for Jack, then it hit him what if I try to tug on Jacks ears and legs. Hoot thought it over very carefully and was thinking maybe that will really work. At least Jack would be happy if that really did happen because he never stops talking about his ears and legs getting longer. The next day he was tell Jack about his great plan, Jack got excited and said...
Words: 514 - Pages: 3
...Jack Wills EXECUTIVE SUMMARY In this report, our main aim with regard to existing communications systems to analyze Jack wills and how to use this new strategy to improve the communication system can be implemented to meet the business environment organizations. TABLE OF CONTENTS Jack Wills History Jack Wills was launched in 1999 in Salcombe, Devon, designing British heritage-inspired goods for the university crowd. We continue to be influenced by the best of British, from our history and culture to sporting and country pursuits. We take pride in using the finest quality materials, techniques and design to deliver our distinctive connection between the old and new, epitomising what it is to be young and Fabulously British. About Jack Wills Jack Wills attached great importance to British history and tradition, in different places to development business is always keep faithful to our British roots. In this, they have four convictions: Entrepreneurial - The business began with two friends taking a risk that pioneering approach and commercial instinct remains and we will retain it, however large we become. Innovative - Creativity, and the desire to be leading edge, drives us it makes our day jobs more exciting, and ensures that we keep inspiring our customers too... Responsible - Integrity and decency is at our core; it's inherent in us to act properly and treat everyone, whether our people, our suppliers or our customers, with respect. Excellence...
Words: 252 - Pages: 2
...Manager of Jack Wills Marketing Communications: MK0274 James Brown: 12000204 Word count: 2,424 Contents Page 1. Analysis of Campaign Context Page 3 1.1 Customer Analysis Page 3 1.1.1 Demographics Page 3 1.1.2 Psychographics Page 4 1.1.2.1 Lifestyle Page 4 1.2 Competitive Landscape Analysis Page 5 1.2.1 Direct Competitors Page 5 1.2.2 Competitor Promotional Activities Page 5 1.3 Market Trends Page 7 1.3.1 PEST Analysis Page 7 1.4 Brand Analysis Page 7 1.4.1 SWOT Analysis Page 8 1.5 Overview of Recent Campaigns Page 8 1.4.2 Past Campaigns & Implications for my plan Page 8 2. Marketing Communications Plan Page 9 2.1 Objectives and Goals Page 9 2.2 Target Audience Page 10 2.3 Channel Distributions Page 10 2.3.1 Texting Page 10 2.3.2 Sales Campaigns Page 10 2.3.3 Public Relations Page 11 2.4 Creative Strategy Page 11 2.5 Cost: Budgetary issues, implementation & control Page 3. References Page 4. Appendicies (on attached sheets) 4.1 4.2 4.3 4.4 4.5 4.6 1.0 Analysis of Campaign Context In this first part of the report I shall be analysing the consumers, competitors and market trends whilst also reviewing the Jack Wills brand previous campaigns and success up to this date. 1.1 Customer Analysis I distributed a questionnaire both online and in person to gauge variation of results for my primary research on consumer opinion and behavioural insight towards the Jack Wills brand...
Words: 3123 - Pages: 13
...The strongest always prevail over the weak; one example is World War 1. The stronger armies prevailed, while the weaker ones were destroyed. Golding in his novel, Lord of the Flies, argues that the strongest prevail over the weak. A couple of instances where this is demonstrated are when Jack makes his own group and everyone joins him because he’s stronger, nobody disobeys the stronger people because they are scared they will get hurt, and lastly Jacks group has stronger people so they take over Ralphs group. Firstly, one of the many scenes demonstrating that the stronger prevail over the weak is when Jack creates his own group. For example “Long before Ralph and Piggy came up with Jack’s lot” (164). This proves Golding’s argument that the stronger do in fact prevail over the weak considering everyone joined his group because he was physically stronger then Ralph. Secondly, another example that relates to Golding’s argument is when Samneric are too scared to leave Jack’s group because they are afraid that they will get hurt or killed. For example, Ralph said “Wont you come with me? Three of us- we’d stand a chance” and Samneric replied “‘You don’t know Roger. He’s a terror.’ ‘-and the Chief-they’re both-‘ ‘-terrors” (210). This once again proves Golding’s argument because Samneric were indeed too afraid to disobey the stronger leaders. Finally, the last instance where Golding shows that the stronger prevail over the weak is that Jack’s group had more people, and eventually...
Words: 390 - Pages: 2
...HYDRAULIC JACKS Hydraulic jacks find variety of application in Civil and Structural Engineering such as plate Bearing and CBR tests on soils, Deformation and Insitu Shear tests on foundation rock strata, Elastic Modulus-tests on mass concrete and for pre-stressing steel wire in pre-stressed concrete. HEICO jacks are simple and compact in design and easy to operate. Jacks upto a capacity of 500 kN are provided with single plunger pumping units and those of capacity more than 500 kN are provided with double plunger type pumping units. Each jack is provided with a calibrated pressure gauge of appropriate capacity. The different types of Hydraulic Jacks manufactured by HEICO are detailed below:Note : All hydraulic jacks mentioned below have hand operated pumping units only. Bottle Type Jacks These are fully self contained jacks with integral pumping units and oil reservoirs. A detachable hand lever is provided for operation of pump. A 10 cm dia calibrated load gauge is supplied with each jack. Lifting handle is also provided on the jack. Cat. No. HJ54.05 HJ54.10 HJ54.15 HJ54.20 HJ54.25 Cap 50 KN 100 KN 200 KN 250 KN 500 KN Sensitivity 0.5 KN 1.0 KN 1.0 KN 2.0 KN 2.0 KN mm dia pressure gauge for those of higher capacities. Cat. No. HJ54.30 HJ54.35 HJ54.37 HJ54.40 HJ54.45 HJ54.50 HJ54.55 HJ54.60 HJ54.65 HJ54.70 HJ54.75 HJ54.80 Cap 50 KN 100 KN 150 KN 200 KN 250 KN 500 KN 750 KN 1000 KN 1500 KN 2000 KN 3000 KN 5000 KN Sensitivity 0.5 KN 1.0 KN 1.0 KN 2.0 KN 2.0 KN 5.0 KN 5.0 KN 5.0...
Words: 1174 - Pages: 5
...Through the usage of bitter diction, metaphor, and tender diction, King illustrates a gender dynamic granting men control in which Jack struggles to conform and Wendy is successful in following. By using resentful language, King indicates that as Jack deals with control, he tries but fails to obtain control. While speaking to Al on the phone, Jack thinks, but does not voice, “First Ullman, then Wendy, now Al. What was this? National Let’s Pick Jack Torrance Apart Week?” (275). Feeling hostile, Jack bitterly thinks to himself that everyone around him is “picking him apart,” a resentful way to mean criticizing him. As a stereotypical male, Jack is supposed to be regarded with authority, not belittled like he currently is. His inner resentment...
Words: 466 - Pages: 2
...boy said he can beat. all of us up he told that to Shawn Swagging Cannon and Scream'Janee Pleashh and he be false claiming and then he said he beat jaheed up already when he really didn't and he said he beat some one up twice as big as u so he knows he can beat yo ass and he said he was fresher than u when he where the same converse everyday Yesterday at 12:53am via mobile · Like * Josh Howze ooo...YEA SHAWN TLD ME WHO WAZZ TLKIN SHITT ITS WAZZ DIS NIGGA NAME DANIEL IMA HANDLE BREH MONDAY RNS FRFR HE A FUCK NIGGA ANDD IFF HE TCH JANELLE ITS OVA FOE IT FRFR RNS ANDD I ASKED HIM WAS HE TLKIN SHIT HE SAID NOO WIDD NA SCARED FACE DF BITCH NIGGA Yesterday at 12:58am · Like · 1 * Jason Centeno Who Y'all Talkin Bout.? Yesterday at 10:10am via mobile · Like * Josh Howze dis niqqa name daniel Yesterday at 10:12am · Like * Denise Anderson ooooh . He in my 3rd block ! he said yall sware yall about that action but yall all talk . Yesterday at 10:14am via mobile · Like · 1 * Jason Centeno Daniel Who.? Yesterday at 10:15am via mobile · Like · 1 * Josh Howze its OVA FOE BREH MONDAY FUCKK DATT Yesterday at 10:30am · Like · 1 * Shawn Swagging Cannon Bruh dnt even worry bout him I already feed him and I will do it again Monday and Jason Centeno he said u next on his list about an hour ago via mobile · Like Bottom of...
Words: 296 - Pages: 2
...Other Archetypes We focus on the trickster or deceiver because her archetype ties directly to the ultimate quest of Mr. Incredible and his family. The deceit that Mirage commits is by enticing Bob, or Mr. Incredible, with a false quest of destroying a military weapon that has gone rogue. Her trickery is appealing to Mr. Incredible because it satisfies two of his main concerns. It satisfies his ability to care for his family financially and it also satisfies his desire to utilize his superhero abilities for what he believes is for the common good. The trickery or deceit archetype in this myth shows importance because it allows the viewers to see the vulnerability of the hero and later with success, shows how the hero is able to overcome the circumstance. Another female archetype in the myth is that of the mother or queen. Helen or Elastigirl, as she is known in the hero world is the matriarch or glue of The Incredible family. She understands that it is imperative for the family to continue to lead a discreet lifestyle when it relates to their superhero abilities. She does so by being the voice of reason to her husband and children even when they do not quite understand of the reasons behind their secrecy. Finally, we look at the companion or ally as many of us may refer to them as. Lucious, also known as Frozone, is Mr. Incredible’s right hand man. His character stands by Mr. Incredible, regardless of his agreement or disagreement with Mr. Incredible. From being...
Words: 884 - Pages: 4
...Abstract This paper explores the communication benefits of building a “brand narrative’ and it will also talk about the best way to improve dialogue with the target audience of Stella Artois. I will also be writing about appreciating how marketing communications can help create meaning for consumers. At the end of the article, I will be talking about Jack Daniels and how its traditions and brewers’ art has been continued for over 100 years now. tella Artois: Reassuringly expensive wife beater The communication benefits of building a ‘brand narrative’ in the way Stella Artois has is now more consumers are involved and the brand’s “story “ is reinforced in all brand encounters. Building a brand narrative can evoke positive perceptions, differentiate and gain competitive advantage, enable faster introduction of new products, reinforce brand awareness and improve overall company and brand image and enhance trust. (Smith 2010, p. 6) Consumers feel that these products need to be part of their lives and that they need to have it. All advertising provokes some sort of story through the use of framing, characterization, cultural codes and the evocation of cultural expectations and stereotypes. (Smith 2010, p. 13) It is more important than ever for companies to be concerned on how to grab their customer’s attention and build a brand narrative through that attention. The brand is more meaningful when the consumers feel closer to the story of the brand. I do think that...
Words: 596 - Pages: 3
...I. Current News On February 1, 2010 Brown-Forman stated it is planning to establish its own distribution company in Germany starting in the third or fourth quarter of 2010. Germany plays a role in international sales and having a fully-owned sales and marketing operation will greatly help Brown-Forman’s sales. Brown-Forman should gain a competitive advantage in Germany because they will no longer need a distributer. By being able to sell and market its own products Brown-Forman should have increased international sales in Germany. (Brown-Forman News, 2010) On January 15, 2010 Brown-Forman announced its plan on giving up to $100,000 to American Red Cross to assist in the relief efforts. Brown-Forman also said it will match employee donations up to $20,000 for American Red Cross, which means the company and its employees will contribute as much as $140,000 to the Haitian Relief efforts. This kind of charity is good public relations for the company. It shows Brown-Forman is more than just a company that cares only about their net income and sales. Because there are many companies in the same industry who haven’t done anything for Haiti, people could be more likely to buy Brown-Forman’s line of products knowing that the company donated money. (Brown-Forman, 2010) In 2009, The Brown-Forman Corporation achieved the highest year to year score increase among all companies rated by the Human Rights Campaign. The Human Rights Campaign is America’s largest civil rights...
Words: 1073 - Pages: 5
...Brown-Forman Wandan Su Oct.28th 2012 Managerial Accounting * Company Overview * Company History In the year of 1870, a great company was founded in Louisville, Kentucky. It was formed by George Garvin Brown, a young pharmaceuticals salesman. He saw the demand for a consistently high quality whisky that conform medicinal standards. Brown and his half-brother used an innovative approach to sold whisky with sealed glass bottles to guarantee their quality while whisky was sold in the barrel in common at that time. The brand called Old Forester Kentucky Straight Bourbon Whisky, was the first bottle bourbon in America, which remains one of Brown-Forman's best selling brands during the current days. The name of the company changed so many times as the business grew and the original partnership dissolved. Later partnership become between George Garvin Brown and his friend also his accountant, so the company was formed was call Brown-Forman. Old Forester sold very well --but In 1902 Forman sold his interest in the Brown-Forman Distillery because he believed that Brown-Forman's success would diminish as soon as the novelty of packaging began to fade. The Brown family bought all of Forman's interest in the company. In1917，George Garvin Brown died and his oldest son，Owsley, took over the Brown-Forman. It was a difficult time because of the depression and prohibitions during the two World Wars. In 1924, the company moved to the 18th & Howard Street, where the company...
Words: 1035 - Pages: 5
...A Blurry Night The air was hot, the time was right, and the kegs were cold. It was a hot June morning, the morning of my high school graduation party. The decorations were put up weeks in advance, the food was in the oven. Pulled pork, taco salad, and Italian beef were on the menu for the night. Everything was in place for a great night, except for one thing. My mother would not let me drink during the party. This did not sit well with me. I agreed to not drinking to avoid a conflict, but I knew I would despite what she said. The party started around two o clock. It was mainly family for a while sitting and talking. About four o clock the first keg ran dry and I did not get a drop of it. One down two to go I said to myself. When I saw the second keg being tapped I was bound and determined to help run this keg dry. While contemplating ways to sneak beer a light bulb went off in my head, Jodi! My oldest sister would no doubt be willing to help me out in my time of need. Now I just need time to get away from the waves of people showing of at my house making the long walk down my driveway to drink my beer. I found my opportunity when a group of my friends showed up. I walked to the mounds of food with them. While making my plate I found Jodi. I asked her to get me a beer to wash down my food with. My friends and I went to eat by the pool that was not being used because my mother was scared of people drowning. Before I was able to to take my first bite of a steaming hot...
Words: 613 - Pages: 3
