Jack Fire Case Study
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, …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 yet. In order to earn an A, Jack Daniel’s should increase the repetition of their marketing to ensure they are creating additional consumer impressions. I also believe that Jack Daniel’s Fire should re segment the market, and consider targeting consumers beyond the millennial “shot occasion” consumer. Unlike Fireball, Jack Daniel’s Fire has a whiskey taste on the palate as it is made with Jack Daniel’s Black. Whiskey drinkers are known to turn their nose up to Fireball, leaving a huge opportunity for Jack Fire to introduce the whiskey consumer to the cinnamon whiskey