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