jack daniels presentation
Post on 07-Dec-2014
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Part APESTL Model
POLITICAL
TECHNOLOGY
ECONOMICSOCIAL-CULTURAL
LEGAL
POLITICAL
• Alcohol Laws and Regulation
• Taxes
ECONOMIC
• Cost of Product
• Income
• Unemployment Rates
• Interest Rates
SOCIAL-CULTURAL
• Target Markets – Current and Potential Customers
• Drinking culture of Australia
TECHNOLOGY
• Use of Social Media
• Online Advertising
• Digital Media
LEGAL
• Under age drinking
• Advertising must comply with standards
• Drink driving
Part BMarket Segmentation
• Masculinity• Pride• Power• Independence• Potency• Classic style
Values:
Competition in Australia
Regular strength beer is the preferred alcoholic beverage in Australia for 18-34 year old Males
Part CProduct Perception
Jack Daniels wants to be perceived not as a bourbon and
not as a scotch but as a Tennessee whiskey
Part DCommunication Campaign
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