Amando FigueroaRobbie JenkinsDanna TanMaddie AlgraNga Nguyen

Team Argentina

Outline1. Company Background2. Target Segment3. Media Class4. Media Vehicle5. Media Schedule6. Coordination & Integration7. Explanations

1. Company Background● Founded by Jasper Newton “Jack Daniel”, 1875● Lynchburg, Tennessee● Surge in popularity after the whiskey received

the gold medal for the finest whiskey at the 1904 St. louis World fair

● Pause during 1942-1946 when the U.S. government banned whiskey during WWII.

Jack Daniels Primary Segment● Male, between ages 25-34 yrs old

● Occupation: Management, Business and Financial

Operations

● Caucasian

● Household income: $75K-149K

2. New Target Segment Benefits

❖ Drink for the social aspect of Jack Daniels❖ Drink for the taste of Jack Daniels

Demographics

● Fall in Gen X age segment● Caucasian Men ages 45-54● Occupation: Sales and Office Occupations● Married with children (mainly 12+)● HHI: $75K - 149K

MRI AnalysisTools that helped us determine the proper choice:

● Detail % ■ Shows the percentage of people that make up sales.

● Target %■ Represents what percentage of product’s users fall within a given segment.

● Index ■ This focuses on the likelihood of a segment being more likely than the average

population to use the product within the respected demographic category.

2. Research Supporting New Target Segment

Detail % Target % Index

Men 62.77 12.38 140

Age 45-54 17.75 9.93 97

Occupation: Management, Business and FInancial Operations

13.53 12.54 141

Race: Caucasian 80.59 9.98 107

Reading the table: Example: Men

● Out of all men, 62.77% drink Bourbon

● Out of all people who drink Bourbon, 12.38% are men

● Of people who drink Bourbon, 40% are more likely than the general population to be men

Adults who Drink Bourbon

2. Research Supporting New Target Segment

Detail % Target % Index

Age 25-34 30.33 7.4 172

Occ: Sales and Office Operations

18.6 5.81 135

Age 45-54 16.06 3.72 87

Data found based on adults that drink JACK DANIELS.

Focusing on Age 45-54:● Numbers prove this segment has a

preference for JD● Lower numbers infer they are not the

specified target market of JD● Smaller numbers imply room for

growth within the specific market

3. Media Class

1. Primary - Broadcast (TV)

2. Secondary - Print (Magazines)

3. Secondary - Digital (Websites)

4. Broadcast TV Vehicles

TV Channels Jack Daniels Drinkers Watch

ESPN2

● Detail - 22.45● Target - 5.44● Index - 127

Sport season Detail Target Index

MLB Regular Season 19.26 12.87 104

NBA Regular Season 18.47 9.17 100

NFL Regular Season 19.86 27.73 107

Data: Sports Adults ages 45-54

Broadcast TV Vehicles (cont.)

TV Channels Jack Daniels Drinkers Watch

● ABC Family○ Detail - 21.86○ Target - 4.33○ Index - 101

Research concludes that our new target segment are:● Dad’s are starting to do more work at home● Families put strong emphasis on family time (Klein)

Adults Living in “Teenage Households”

“Teenage Households”

Detail% Target% Index

Age 45-54 28.86 30.27 156

TV Services: ABC Family

26.99 24.21 125

Broadcast TV Vehicles (cont.)TV Channel Jack Daniels Drinkers WatchFox News Channel● Detail - 27.89● Target - 4.42● Index - 97

Fox News Viewer Profile (Comcast Spotlight)● Male: 51.1%● Age 35-54: 43.8%● HHI 75K+: 46.3%

Print Vehicles - Magazines● Golf Digest Magazine

○ Of those who are male who are more likely to use Jack Daniels,

60% are more likely than the average population to read this magazine -- a higher demographic of males read this magazine

● ESPN The Magazine○ 13% men that drink Jack Daniel’s between the ages of 45-54

own this product. 34% are more likely to use this magazine

● GQ magazine ○ This segment has an index of 179

○ They are 79% more likely than the average population to own this product

Digital Media Vehicles

These sites will be effective because…

● The age group makes up a large percentage of the market

● Men are major users of the sites

Detail% of age 45-54 Detail % of Men

Travelocity 25.81 60.18

Amazon 19.24 45.77

Home Depot 21.84 56.44

5. Broadcast TV Schedule

● ESPN2● Football

○ Sunday : 11am - 7pm ○ Monday : 5pm - 9pm

● Baseball○ Tuesday - Thursday : 5pm - 9pm

● Basketball○ Wednesday/Friday/Saturday : 5pm - 9:30pm

Broadcast TV Schedule (con’t)

● ABC Family○ Movies

■ Monday - Friday: 6pm-9pm

Broadcast TV Schedule (con’t)● Fox News Channel

○ Monday - Friday: ■ 5pm- Midnight

Print (Magazine) Schedule (con’t)

● Golf Digest ○ April - July issues

● ESPN Magazine ○ April - July issues

● GQ magazine ○ Year round issues

Digital (websites) Schedule● Travelocity: Year round● Amazon: Year round● Home Depot: Year round

6. Coordination & Integration

Our creative theme is going to be “A Social Taste” which highlights the social aspect and how Jack Daniels has the ability to make any social gathering a good time.

● TV commercial: Slice-of-Life○ Location: Backyard BBQ○ Highlights families having a good time with friends○ Clip of man by a grill pouring his guests Jack Daniels and Coke

● Print Magazine & Online Banners○ Still image with Jack Daniels as center focus ○ In the background is blurred out version of a backyard BBQ

Explanations1. Determining Target Market

● Focus on moderate target %, lower detail%, & low index

2. Determining Media Class:

● Researched consumer behavior preferences that resonated with our target market

3. Determining Media Vehicles

● ESPN - large detail, low index● ABC Family - High detail, high target

and high index

4. Determining Media Schedule

● Sports - Day/Evening● ABC Family & Fox - Evening● Overall - Reaches all time frames

5. Coordination

● “Slice of Life”● Most effective across all platforms● Creates connection and trust with our

target market

7. ReferencesBlair, Terrence. "Marketing to Generation X." Terrence Blair. N.p., 10 Dec. 2012. Web. 9 May 2016. <http://www.terrenceblair.com/blog/advertising-to-generation-x/>.

Brager, Danny. "Generation on Tap: Beverage Alcohol Purchases Vary by Age Group." Nielsen. N.p., 8 Aug. 2011. Web. 9 May 2016. <http://www.nielsen.com/us/en/insights/news/2014/generations-on-tap-beverage-alcohol-purchases-vary-by-age-group.html>.

"Beverages." University Reporters. N.p., n.d. MRI SMARTSystem. Web. 9 May 2016. <https://www.gfkmrismartsystem.com/UniversityReporter/Category.aspx>.

"Don't Discount the Power of Gen X." eMarketer. N.p., 15 Sept. 2015. Web. 10 May 2016. <http://www.emarketer.com/Article/Dont-Discount-Power-of-Gen-X/1012980>.

"Golf Digest." Conde Nast. N.p., n.d. Web. 11 May 2016. <http://www.condenast.com/brands/golf-digest/media-kit/print>.

"Jack Daniels Parent Targets a Varied Customer Base." eMarketer. N.p., Sept. 2012. Web. 9 May 2016. <http://www.emarketer.com/Article/Jack-Daniels-Parent-Targets-Varied-Customer-Base/1009327>.

Klein, Karen. "ABCs of selling to Generation X." Bloomberg. N.p., n.d. Web. 9 May 2016. <http://www.bloomberg.com/news/articles/2004-04-14/the-abcs-of-selling-to-generation-x>.

"Leisure/Sports.." University Reporters. N.p., n.d. MRI SMARTSystem. Web. 9 May 2016. <https://www.gfkmrismartsystem.com/UniversityReporter/Category.aspx>.

"Offerings: Fox News Channel." Comcast Spotlight. N.p., n.d. Web. 9 May 2016. <https://www.comcastspotlight.com/offerings/overview/fox-news>.

Williams, Ellie. "Generation X Consumer Behavior." AZ Central. N.p., n.d. Web. 9 May 2016. <http://yourbusiness.azcentral.com/generation-x-consumer-behavior-9585.html>.