Marketing Analysis : Marketing And Marketing Essays

1034 Words Aug 10th, 2015 null Page
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 the TV ads, magazine ads or out of home activation as I have with the other brands. The investments have been given to the local markets to create local marketing activation. Jack Fire has just budgeted $100K to the Maryland market for activation. The primary focus for the budget is to build brand affinity with gatekeepers and influencers.
Prior to rolling out to all 5o states, Jack Daniel’s activated social media to drive buzz. After rolling out to all 50 markets, Jack Fire launched its first National Campaign running in April and March with a multi-platform program reaching Millennials through top TV programming, mass reaching digital video destinations, ever-present social media platforms, and…

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