Jack Daniels Presentation

3. PESTL Model

5. POLITICAL • Alcohol Laws and Regulation • Taxes

6. ECONOMIC • Cost of Product • Income • Unemployment Rates • Interest Rates

7. SOCIAL-CULTURAL • Target Markets – Current and Potential Customers • Drinking culture of Australia

8. TECHNOLOGY • Use of Social Media • Online Advertising • Digital Media

9. LEGAL • Under age drinking • Advertising must comply with standards • Drink driving

10. Market Segmentation

11. Values: • Masculinity • Pride • Power • Independence • Potency • Classic style

12. Competition in Australia Regular strength beer is the preferred alcoholic beverage in Australia for 18-34 year old Males

15. Product Perception

17. Jack Daniels wants to be perceived not as a bourbon and not as a scotch but as a Tennessee whiskey

21. Communication Campaign

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