Jack Fire Case Study

Improved Essays
gatekeepers and encourage local distributors who are responsible for selling their product to develop local bartender and trade engagement programs (Jack Daniel’s Brand Fact sheet).
The priorities for off premise retailers include leverage Jack Daniel’s trademark to drive Off-Premise distribution and display activity to include floor displays consisting of 5 case, 10 case and 25 case displays. The pricing discount pattern will drive the large case floor displays. Off premise promotion is encouraged through executing sampling with brand ambassadors where legal. (Jack Daniel’s Brand Fact Sheet). From my personal experience, Jack Fire has not invested in media at the same level as the parent brand or event Jack Honey. I have not seen
…show more content…
There support will be consistent which will help drive the meaning of the brand to the consumers.
The Brand Team Monitors Sources of Brand Equity
The brand team has monitored sources of brand equity since its launch. They monitor the brand equity on a National level as well as on local levels, earning a grade A.
Jack Fire’s launch strategy is a reflection of the monitoring they will sustain for the brand. Jack Fire conducted considerable market research in the four initial states in which they launched in as a test market. The test launch was activated in order to gauge consumer feedback regarding the sources of brand equity prior to a National launch.
Reliable Churchill, a Maryland distributor responsible for Jack Daniel’s fire recently sponsored an event locally, in which Jack Fire was a part of. Not only did the marketing team host calls and meetings leading up to the event to create the brand assets that were to be activated, but post event calls and meetings with the brand team were conducted to evaluate and analyze the execution, success and builds for next year (L.renninger, 2015).
Final Grade:
…show more content…
The brand team has segmented the market, performed researched and gained full understanding of their defined target consumer. Based on feedback and insights from research, Jack Fire has strategically developed a 360 marketing program incorporating all marketing mix elements and fully developed the 4 p’s of the promotion mix. Fireball is at a disadvantage as a late entrant to the category, as Fireball has created the call for the shot. The target consumer for both brands are similar and those consumers have already become brand loyal to Fireball. The major explanations for not trying Jack Daniel’s Fire are because they are already loyal, the price or they haven’t heard about it

Related Documents

  • Improved Essays

    Wawa And Sheetz

    • 1485 Words
    • 6 Pages

    The fast food industry has grown over the past years, and now a new type of food service has arisen in the form of gas stations. Wawa and Sheetz are these new dominators, who strive on providing quick service and great food. Since these are success stories, other gas stations have tried to replicate these companies but have not struck the consumer as much as Wawa and Sheetz. The consumer fanbase for each company is extreme. Fans of Wawa have been known to get the logo tattooed on their biceps, and fans of Sheetz call themselves “sheetzfreaks” and sometimes linger in the vicinity into the early morning hours.…

    • 1485 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    Chick-Fil-A Case Study

    • 556 Words
    • 3 Pages

    Chick-Fil-A is the largest quick-service chicken restaurant chain in the United States, however CFA is limiting it self from reaching the full capacity of other chicken based fast food restaurants. Although they have a solid base here in the U.S. a company so successful could greatly benefit from a more diverse outlook. Since 1986 the company has experienced gradual growth and is currently concentrating its US expansion to Western and Northeastern states. As of now, the company has no intentions of international expansion. CFA is also a Christian based company, and is very public about its beliefs; In fact it is the basis for which they attribute their success, and excellence.…

    • 556 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    Jody Hammel, the current BC brewmaster, asserted that BC’s appreciation for nimble and innovative breweries are a natural alignment with Big Rock’s brand (6). While Big Rock’s focus will likely remain on the BC and ON market over the coming few years, it is recommended that brand alignment remain at the forefront of their consideration set for future expansion efforts. A longer term goal for the company should include national expansion efforts so that Big Rock can deservedly acclaim the title of “Canada’s Beer.” For the time being, however, Big Rock faces pertinent marketing-related challenges that are hindered by the negative stigma towards Alberta-made beer. This report will outline different promotional strategies to help foster the development of Big Rock’s national reputation.…

    • 972 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    BUSINESS UNIT STRATEGIES BJ’s work on the business model of low cost differential strategy. This strategy has been quite successful for them and the chain currently operates 215 club locations and more than 120 gas stations across 15 states. The company says that its mission is “to provide brand named products to their customers at prices that are lower than the prices found at department stores, retail operations”. There are two types of members, small business operators and consumer members. While all the other competing clubs considers small business operator to be their foremost member, BJ’s focuses more on retail customers and this approach can be seen in their merchandising, real estate and club operation strategies.…

    • 1724 Words
    • 7 Pages
    Great Essays
  • Decent Essays

    SITUATION ANALYSIS Internal Factors In the past two decades, more and more food retailers have started growing and appearing across the city of Ottawa and across Canada. From prestigious retailers such as Loblaw’s to small local retailers such as the Rideau Bakery, the food retail industry offers plenty of options for consumers to choose from. This is the case for Capital Buns Bakery, a locally owned food business that offers wholesale, retail and catering. Established in 1988, Capital Buns Bakery has provided many locally restaurants and companies with traditional hot dog, hamburger buns and more over the years.…

    • 446 Words
    • 2 Pages
    Decent Essays
  • Great Essays

    Thomas Marsden provide companies with multiple services to make their company better, look more professional and succeed in their respective industries. Government regulations on plagiarism and copy right must be followed by the company at all times, they also must abide by the Can Spam Act 2003. These are the main government legislations followed by the company. Overall the company offer six different services ranging from branding to advertising. These services include: • Branding, this service allows clients to better their company through strategies that Thomas Marsden believes will drastically improve their company.…

    • 1842 Words
    • 8 Pages
    Great Essays
  • Improved Essays

    One of the pivotal characteristics of a strong brand presence is the ability of the company to concoct an on-going and consistent marketing plan that builds credibility and trustworthiness of the company throughout all exchanges in the process (Luxton, Reid & Mavondo, 2015). The leading challenge for numerous companies is ensuring that the interactions with their customers portray a consistent message across multiple channels (Pophal, 2015). Lululemon Athletica, although not without its issues, has done an excellent job at providing a consistent message throughout its various marketing channels. Lululemon keeps the focus of an active lifestyle at the forefront of its campaigns from the design of their webpage to the appearance of their emails…

    • 252 Words
    • 2 Pages
    Improved Essays
  • Improved Essays

    NASCAR Marketing

    • 633 Words
    • 3 Pages

    ? To be successful in the business world a company should implement a well-established brand. In addition to its brand, there needs to be a marketing strategy put into place that coincides with the brand the company is attempting to establish. NASCAR was established over 60 years ago, and from the beginning this business has created a branding strategy that included a various amount of marketing strategies (Ferrell & Hartline, 2014). It has incorporated the two strategies through the marketing of its events and helping fans related to drivers.…

    • 633 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    In order for this marketing strategy to be executed and take form, it is important for the marketing team to embrace the right people, the right processes of implementation, and the right tools in place for each pillar to be effective (Schwartz, 2016). New Belgium Brewing Company has proven to be dedicated to content marketing and has been its strategy in building communities in a number of effective and creative ways. According to a market study conducted by the Content Marketing Institute and MarketingProfs, the 4 P’s rated highest in effectiveness as evident in community events eNewsletters, videos, social media, and ad campaigns. “New Belgium pours itself into each. With a strategic, outrageously entertaining and integrated approach to the 4 P’s, they produce a very intoxicating mix of content” (Feldman,…

    • 458 Words
    • 2 Pages
    Improved Essays
  • Superior Essays

    Jakks Pacific Case Study

    • 1040 Words
    • 5 Pages

    JAKKS Pacific, Inc Strategy Overview The strategy of Jakks Pacific, Inc, as stated in their annual report, can be divided into two categories, which are its Business Strategy and its Growth Strategy. Business Strategy Jakks Pacific's business strategy is multi-faceted. The first aspect of the company's business strategy is based upon researching and developing their own exclusive proprietary brands and marks (Jakks Pacific, Inc., 2018).…

    • 1040 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    The brand I chose for this assignment is Kirkland. Kirkland is a store brand of Costco. The Costco branding strategy is to maintain a great reputation for customer service, price, and to sell quality products. Therefore, Kirkland products satisfy the expectation and ideal for the product performance that leads to customer satisfaction (Chou, Y. (2010).…

    • 815 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Myer Brand Equity Summary

    • 1149 Words
    • 5 Pages

    Brand-building is increasingly a collaborative effort not only related to brand marketers (Keller 2013). It is believed that customers are truly in charge of the brand, any new marketing strategies should be carried out from customers’ perspective. In other words, it is whether customers will accurately response to marketing activities and refresh their brand knowledge in the expected way that matters. For the future five years MYER’s brand management, proactive recommendations are designed to maintain and enhance MYER’s customer-based brand equity over time. 5.1 Consistency between CBBE and firm’s perception of brand equity To begin with, as it is mentioned in the inventory part, “finding wonderful” was one of the firm’s primary perception of brand equity meaning from 2014.…

    • 1149 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    Pacific Brands Case Study

    • 944 Words
    • 4 Pages

    Dot Point Answers to the 4 Parts of Assignment 1 Case Study Report on Pacific Brands (www.pacificbrands.com.au) Using materials from your own research, lesson materials, readings from the recommended text and other articles posted on Blackboard to inform your discussions and provide a theoretical background for your findings, • Set the context for your analysis by describing the company and the position it currently finds itself in • Analyse the company’s financial accounts in their most recent annual report and provide an overview discussion based on this information, of their financial strengths, weakness and challenges that may have contributed to their current state and explain how they may have contributed to the…

    • 944 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Colgate Brand Analysis

    • 1427 Words
    • 6 Pages

    Q1: Define brand. What do brands mean to you? What risks do they cover for customers and business firms? (by Mahnoor Aziz) Ans.…

    • 1427 Words
    • 6 Pages
    Great Essays
  • Brilliant Essays

    Toyota Case Study

    • 2390 Words
    • 10 Pages

    Throughout all these years, Toyota had built a strong image in Malaysian customers’ mind. Based on a comment by UMW Toyota (Local Distributor of Toyota Motor in Malaysia) president Kuah Kock Heng, he said that UMW Toyota had the biggest share of the non-national makes in 2009, selling 81,785 units. It outsold its nearest competitor by over 40,000 units. Although the mass recall crisis not affecting Malaysia’s consumers “UMW Toyota would like to emphasize that we have received confirmation from our principal, Toyota Motor Corp, Japan that all Toyota and Lexus models sold by UMW Toyota are not affected by this recall exercise,” a statement by UMW Toyota. However, Toyota’s mass recall crisis affects many of its constituencies.…

    • 2390 Words
    • 10 Pages
    Brilliant Essays