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ORGANISATION ANALYSIS THEORIES / MODELS TOOLS RESOURCES
INTRODUCTION Pain points / chances
Anne Aniek Esther Puck Angelique Marthe
We take you on a trip past the brand Jack Daniel’s ®, their history, the products they have and most importantly their core values and vision. The assignment we got was choosing a company and finding the strengths and weaknesses of that brand. Furthermore we researched the target group and trends regarding our subject. With the pain points and chances of the brand in mind, each of us created a concept that fits and strengthens the brand. Curious about what concepts we came up with? Then we encourage you to read on.
ORGANISATION ANALYSIS
What the history of Jack Daniel’s® can tell us Jack Daniel’s® is a very loyal brand, they never change the things they made. The success formula is not to be changed. If a distiller has discovered another way or another flavour, they add it to their product lists. You see this characteristic in their product but also in the way they handle their relationships. Between 1941 and 1961 Jack Daniel’s had to face a shut down. But after hard times there will always be better times, this was also the case for Jack Daniel’s whiskey. In 1947 Frank Sinatra was introduced to the Whiskey. Frank Sinatra became their most important stakeholder, Frank and Jack could be seen as friends (Jack Daniel’s ®, 2016).
This chapter gives you a clear overview of the organizational analysis. In this analysis you can read the vision, core values, history and the products of Jack Daniel’s®. These aspects were very important to get a better understanding of the brand and to get more in-depth information.
Take the friendship between the brand and Frank Sinatra for instance, even though Sinatra died years ago, they still cherish strong bond he had with them. It could be seen as a friendship, a very strong one. Frank Sinatra is still the strongest stakeholder they’ve ever had. You could wonder if they should still try to survive on Sinatra’s legacy or that they should find another stakeholder to pursue the same task.
HISTORY
Another important fact is that Jack Daniel’s® is strongly connected to the music scene. Jack Daniel’s ® and the music industry grew along side of each other. Nowadays Jack Daniel’s® is still associated with this industry, the Rock genre in particularly.
Jack Daniel’s history starts in 1866, the day the famous brand was founded. Over 150 years Jack Daniel’s has known seven master distillers, in this part we will discuss these distillers. The seven master distillers are what made this brand, this company succeed (Jack Daniel’s ®, 2016). They are Jack Daniel’s past, present and future, therefore we thought that the master distillers are the most important thing in the history of Jack Daniel’s.
Jack Daniels had seven master distillers but the whiskey was and will always be made the Jack way.
JESS MOTLOW (1911-1941) Jack didn’t have any children, so when he died he left the distillery to his nephew Lem Motlow. Lem focussed on the business side of running the distillery and his younger brother, Jess Motlow, became the new master distiller (Jack Daniel’s ®, 2016).
JASPER NEWTON DANIEL (1866-1911) Jasper was the first distiller, he was better known as Jack. He gave Jack Daniel’s its name and its “life”. He introduced the world to the first Jack Daniels whiskey, Old No.7 (Jack Daniel’s ®, 2016).
CORPORATE IDENTITY VISION
“Every day we make it, we’ll make it the best we can.” - Jeff Arnett
FRANK BOBO (1966-1988) Frank introduced the whiskey to the rest of the world. Jack Daniel’s went from being a southern sippin’whiskey to a whiskey recognized around the world. He also made the obvious connection with the music scene, as he made sure Jack Daniel’s was synonymous with Rock ‘n Roll music as the electric guitar. Jack Daniels whiskey is strongly connected with music. You could say their histories walk alongside each other (Jack Daniel’s ®, 2016).
LEM TOLLEY (1941-1964) Lem Tolley was the master distiller during the wars and the birth of Rock ‘n Roll. During the war Jack Daniel’s was harder to come by. Under his tenure it also faced one of the two shut down Jack Daniel’s had to face (Jack Daniel’s ®, 2016).
JESS GAMBLE (1964-1966) Jess was the first master distiller outside of the family. He made the black and white ad campaign famous (Jack Daniel’s ®, 2016).
CORE VALUES
Independence, integrity and authenticity (Dan, 2012).
TAGLINES
There’s Nothing Like Jack Daniel’s Old Time Tennessee Whiskey (mbaskool, n.d.). Old time whisky, new world ideas (mbaskool, n.d.). It’s not Scotch. It’s not Bourbon. It’s Jack (Wikipedia, 2016).
JIMMY BEDFORD (1988-2008) Jimmy was most famous for the new product launches within the Jack Daniel’s brand (Jack Daniel’s ®, 2016).
JEFF ARNETT (2008-PRESENT) Jeff continues on the path that Jimmy Bedford begun. He also secured the biggest expansion of the Jack Daniel’s Family in 150 years (Jack Daniel’s ®, 2016).
BAREND DE KOK 55 YEARS OLD / BANKER / HAARLEM
TARGET AUDIENCE
The Jack Daniel’s® drinker is aging and the need to target new younger drinkers is crucial for the brand. However, Jack Daniel’s® has always been a tough brand to sell, everything about it is rooted in the town it comes from and its sense of history, which is making the brand increasingly irrelevant to new young audiences (Long, 2013). The big challenge for Jack Daniel’s® is finding relevance and appealing to young hipsters. This is no mean feat, especially as they battle increased competition in the category from an explosion of new smaller independent brands. The growth in whiskey globally is on the rise and that means there is a major increase in competitors who are are more authentic and relevant to the target audience (Long, 2013). NEW TARGET AUDIENCE Jack Daniel’s® wants to appeal to a new target audience by presenting themselves as a brand that is closely linked to Dutch rock music. They also want to appeal another target audience to use Jack Daniel’s® as a mixed drink (Cultuurmarketing, 2014). The content marketing strategies of Jack Daniel’s® to appeal new target audiences is based on two projects: Future Legends and Jack Friday.
NPO 1 / RADIO 1 AND 2 / NRC
FUTURE LEGENDS In the project Future Legends running in particular, loading the brand with ‘local music heritage’. Jack Daniel’s® wants to claim the independent (rock) music in the Netherlands and provide emerging bands a platform to realize their dreams: become music legends. That’s why Jack Daniel’s choose to work with upcoming Dutch rock acts that radiate independence, life for the music and has a lot of potential. In addition, the bands who are they working with were already fans of the brand (Cultuurmarketing, 2014).
CRITICAL / ART AND CULTURE / POLITICAL AND /HISTORICAL INTERESTED
JACK FRIDAY In the campaign Jack Friday the events of Jack Daniel’s® and Jack Daniel’s® as a mixed drink are the central points. The story plays in on the centuries-old tradition that every employee of the Jack Daniel’s® factory in Tennessee was allowed to take home a bottle of own brewed whiskey on Friday. This story is passed on by organizing an event every last Friday of the month. These events are held all over the Netherlands, spread out over such a 140 bars and music venues (Cultuurmarketing, 2014). TARGET AUDIENCE JACK DANIEL’S NO. 27 GOLD The target audience of Jack Daniel’s® no. 27 Gold is the real man with a luxurious lifestyle, were on special moments, life and success are celebrated’ (Profnews, 2015).
DAAN DE WIT 27 YEARS OLD / MARKETEER / UTRECHT NU.NL / SPOTIFY / FACEBOOK / MANNERS.NL AMBITIOUS / CONSUMPTION FOCUSED / IMPULSIVE / ADVENTUROUS
PRODUCTS / SERVICES
Jack Daniel’s® has a ranging assortment. They don’t just sell the drink, Jack Daniel’s® has more than that. The label is known for its whiskey. Most people don’t know that there are many Jack Daniel’s® editions and not just one or a couple. Most of the time the classic bottle is used, but some collections or editions have another bottle. Besides these famous editions, there are also several special editions, legacy editions and even some country cocktails (Jack Daniel’s ®, 2016). On the official Jack Daniel’s webshop the customer can find all sorts of products. Whiskey, clothing, merchandise, you name it. The shop has useful filters, which makes online shopping easier. For example, customers can shop for specific flavors or personalized whiskey. The online store also has a gift finder where customers can find a product for a certain occasion (Jack Daniel’s ®, 2016). JACK DANIEL’S ® CLOTHING / MERCHANDISE The online store offers more than these drinks. Lovers of all things can provide themselves with Jack Daniel’s clothing. T-shirts, hoodies, jackets, accessories, it’s all there. If you can think it, they probably have it (Jack Daniel’s ®, 2016). For people who consider themselves friends of Jack, this is their place to be. From glassware to memorabilia, you can find it (Jack Daniel’s ®, 2016).
JACK DANIEL’S ® TOURS It is also possible to visit Jack Daniel’s distillery in Lynchburg, Tennessee. Visitors experience five different tours and learn more about the story behind this brand. Mr. Jack Toast In The Hollow Tour This tour is meant for visitors that are low on time or don’t want to put too much effort in it physically. Take a drive around the town square and through Distillery Hollow all in motor coach comfor. Within 30 minutes, people will get a taste of Lynchburg. At the end of the tour visitors will raise a toast to Mr. Jack (Jack Daniel’s ®, 2016). Dry County Tour For people who want to walk through the hallowed hollow and learn something about Mr. Jack’s distillery without drinking whiskey, this is the best way to get a taste of Lynchburg. The tour will take 70 minutes. Although this tour is whiskey-free, it certainly is overflowing with distillery stories. Visitors can see how Jack Daniel’s is made and learn something about Mr. Jack at the same time (Jack Daniel’s ®, 2016). The Flight Of Jack Daniel’s Tour This tour, which takes half an hour, will give the visitor a special flight in the Jack Daniel’s Hollow. A storyteller will guide everyone through Mr. Jack’s distillery and the Tennessee whiskey-making process. A memorable stop at the historic Barrel House 1-14 will finish the tour, where visitors will sip five of their most popular whiskeys and liqueurs (Jack Daniel’s ®, 2016).
The Angel’s Share Tasting whiskey drawn from barrels was once an honor shared only among Jack Daniel’s distillers and tasters. Now, they share it with visitors of this tour of half an hour. People will experience a story-filled, guided walk through the historic distillery along with a chance to stop and sip at Barrel House 1-14. Visitors will sample several drinks of the Single Barrel Collection and one limited edition (Jack Daniel’s ®, 2016). The Taste Of Lynchburg This is a tour where everything is combined and will take three hours. First, visitors will get a storyteller-guided tasting tour of Mr. Jack’s distillery that features a flight of our fine Tennessee whiskeys and liqueurs in historic Barrel House 1-14. At the end of the tour people will enjoy a downhome noonday meal at Miss Mary Bobo’s Boarding House Restaurant (Jack Daniel’s ®, 2016).
WINTER JACK Jack Daniel’s Winter Jack is a seasonal blend of apple cider liqueur, Jack Daniel’s Old No. 7 Tennessee Whiskey and holiday spices.
OLD NO. 7 Charcoal mellowed. Drop by drop.
SINATRA SELECT Bold. Smooth. Classic.
GENTLEMAN JACK Double mellowed for exceptional smoothness.
TENNESSEE HONEY A little bit of honey. A whole lot of Jack.
TENNESSEE FIRE Cinnamon heat. Exceptionally smooth.
SINGLE BARREL SELECT Our signature single barrel offering.
SINGLE BARREL RYE Our first new grain bill in 150 years.
SINGLE BARREL BARREL PROOF Whiskey as nature intended it.
SINGLE BARREL 100 PROOF Bottled in bond.
SWING LOGO AND CARTOUCHE
SWING LOGO WITH OUTLINE BUG CENTER ELEMENT
DESIGN MAP
LABELS The known label from Jack Daniel’s® may only be used a specific way. The text and elements have to be white, and the background has to be black. Especially for the famous Jack Daniel’s® No. 7. There are also strict rules on how the label need to look. The lines have minimum spaces, there are specific corner elements etcetera. This also applies to other products from Jack Daniel’s® that includes the label.
The design map (BRONRBRIRNOSNROISNRSIORNSRJ) consists of (an analysis) of the logo, typography, colours, shapes, visuals and materials. This tool/ theory is used to analyse the visual appearance and the branding of Jack Daniel’s ®. LOGO Jack Daniel’s® uses several logos. According to Jack Daniel’s® Graphic Guidelines (2007), they have more than six different logos with a specific name. The letters J and the D from Jack Daniel’s ® always have to be bigger than the rest of the text.
SWING LOGO WITH SOLID BUG
SWING LOGO WITH FILIGREE
Swing Logo and Cartouche / Swing Logo with Outline Bug / Swing Logo with Solid Bug / Swing Logo with Filigree / Straight Logo / Approved Specialty Logos: Signature, Jack Lives Here, Cameos
STRAIGHT LOGO
APPROVED SPECIALTY LOGOS
COLOURS The main colours are black and white. But there are 18 other colours that are approved and are officially embraced by Jack Daniel’s® as well. If in any case there are other colours being used, they first have to be approved.
CORNER ELEMENT
JOINING ELEMENT
JOINING ELEMENT (WHEN DISTORTED)
FONTS Trade Gothic Bold Condensed and Fairplex Narrow Bold These fonts are used for the information on the back of the labels of the bottles, but also on the labels of merchandise. They also have divided the styles of the font into the types of content. Headline and Responsibility Statement (Trade Gothic Bold Condensed, 5.5 point type / 6.5 point leading / 0 tracking) / Body Copy Text, Trademark Legend and Web Address (Trade Gothic Bold Condensed, 6.0 point type / 7.0 point leading / 10 tracking) / Brand History (Fairplex Narrow Bold, 6.0 point type / 6.0 point leading / -5 tracking)
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Jasper Daniel’s This font is designed for the logo and label by the company Segura Inc. (1875).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*+=-_ Lynchburg Script Lynchburg script is also designed for the logo and label by the company Segura Inc. Lynchburg is the home of the Jack Daniel Distellery (1875).
0123456789!@#$%^&*+=-_
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
FF Tisa Web Pro This font they use on their website (JackDaniels.com, n.d.)
0123456789!@#$%&*+=_
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*+=-_
Motlow Motlow is the last name of Jack Daniel’s nephew Lem, who later inherited the distillery. It’s also designed for the logo and label by the company Segura Inc. (1875).
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%^&*+=-_
CONTENT Trademarks Jack Daniel’s® has it’s own Jack Daniel’s® Graphic Guidelines (2007), which have to be followed strictly. According to their brand manual (p. 3) they say the following: “The trademarks owned by Jack Daniel’s® are its most valuable assets. They are the roots of the brand and require constant attention in order to build and maintain rights. These guidelines help ensure the trademarks are used properly.” Text In the Jack Daniel’s® Graphic Guidelines (2007) there is also stated how some words have to be written. Whiskey with an e. It’s absolutely forbidden to write whisky when it’s about Jack Daniel’s®. All of the products and materials must contain a message about (drinking) responsibility. It depends on the material/product which sentence is used. But these are the most common: Your Friends At Jack Daniel’s Remind You To Drink Responsibly.” “Drink Responsibly.” “Pace yourself. Drink Responsibly.” It’s not allowed to place these sentences next to another. It has to have it’s own line.
This photo focusses on the bottle of whiskey. It’s placed in a calm environment and has a warm ambience. After a long day of work in the winter, the bottle of whiskey welcomes you at home. The bottle says it all; GENTLEMAN JACK. Keywords that fit this photo are: robust, wood, raw, brown, masculin and warmth.
ROBUST WARMTH WOOD RAW BROWN MASCULIN
PHOTOGRAPHY Jack Daniel’s® has a unique visual style. The photography that they use for their website and other commercial expressions are very recognizable and fit well with the brand. There are a few keywords that are remarkable for Jack Daniel’s®’ photography.
Again, the photo focusses on the bottle of whiskey. It’s placed in a dark environment and has a warm ambience as well. The colour of the whiskey really stands out, due to the black and brown environment. This is the moment where all your friends are waiting for you on a saturday night in the bar. This is the place where you can enjoy your night out, with nothing on your mind. Keywords that fit this photo are: robust, wood, raw, brown, masculin and warmth.
This photo focusses on the man with a powerful stance, standing on a rock. This photo is taken at the Jack Daniel’s Distillery. But if you wouldn’t know that, you might think it’s taken at luxury stables, or at a large estate. Keywords that fit this photo are: robust, wood and masculin.
Some of the experts predict that age statements will become less important to consumers. It is more about liking a whiskey, what the quality is and not more about the age statement. They also predict that whiskeys of a younger age will sell well. The popularity of younger aged whiskeys is already rising and the experts predict that this will last. (Sherry, Kristiane. 2016)
There is a trend that is already started and will develop even more. During the past years the amount of whiskey cocktails have grown. But they are traditionally made with bourbon rye and why should you stop there? There is no reason why other blends can’t be used in a cocktail. There are opportunities to use whiskey on a more creative way (Emen, Jake. 2016).
Secondly there is a trend going on that instead of releasing a new flavour, companies focus more on promoting the authenticity and quality of the liquor. For the millennials it is important that you strengthen the history and the authenticity of the product. This is already there, but you only need to let it come out. (Talyor, Kate. 2016)
As stated above, there are a lot of opportunities to use whiskey in different, more creative ways. So, another trend you can see, which one started a while ago, is using whiskey in food. Jack Daniel’s already has a cooking book, called ‘Cooking with Jack’. You can use the whiskey in different kind of meals, but it is especially used with meat. Probably this trend will extend further in the future (GearMoose, 2016).
TRENDS / DEVELOPMENTS
This chapter gives a clear overview of trends and developments concerning drinks, foods, lifestyle and other useful developments. These trends and developments will be used in the final individual concepts.
First of all there is a new way to drink and it is called ‘home-tainment’. Restaurants and bars are historically dominating the spirits market, but Bogaert thinks that the focus needs to be on moments in which consumers are drinking (Talyor, Kate. 2016). In the US and Europe you see that the shift is part of a growing movement to blur the line between entertainment at home and going out.
Another trend you can discover, not only in the liquor industry, is the digital revolution. This changes the way you need to communicate with your consumer. It gives the company the opportunity to have a direct line with the consumer. This gives the ability to respond quickly on the habits and concerns of consumers. According to Bogaert this is the biggest shift and it is even bigger than any drinker’s preference for whiskey or vodka (Talyor, Kate. 2016).
Right now the consumers are more interested in new styles, limited editions, special releases and innovation. So, consumers are more interested in different types and tastes in whiskey. Consumers like to experiment more and are willing to try more different types and tastes than they were used to (Emen, Jake. 2016).
There is a trend that we saw already in the beer industry, and it is called artisan distillery. Now we are experiencing the whiskey version of it. There are coming more and more artisan distillers who are making whiskey. Many of these were originally breweries. This industry is very young and so are many of their whiskeys (Whiskey Advocate, n.d).
THEORIES / MODELS
Sparks conversation Jack Daniel’s® doesn’t create buzz or content when it’s about a huge campaign. However, they are focussing on dialogues with their customers using Facebook. Fits the organisation As mentioned in the first statement (aligns with the vision & symbolic core values), the behaviour, products and services of Jack Daniel’s ® fit the organisation very well.They can all be traced back to the core values and the vision.
THE PRINCIPLES OF A GOOD CONCEPT
Is easy to understand and explain Jack Daniel’s® is easy to understand and explain. It is a sophisticated whiskey and the product is most important to them.
A STRONG CONCEPT..
Goes together with the power of language (in words and images) They carry out their corporate identity very well when it’s about photography, language and visual design.Their greatest power lies in the fact that they always do everything the same way and be very precise with their visual expressions.
To analyse the brand Jack Daniel’s ®, the theory “principles for a good concept” was used. This theory works as a checklist. This way, the concept or brand gets tested on the basis of different statements.
Aligns with the vision & symbolic core values The core values are independence, integrity and authenticity. The fact that they only have one distillery fits the value independence. Jack Daniel’s stays true to their first ideas and vision. They stick to their roots. Frank Sinatra also still plays a big role in this brand. With this behaviour, they emphasise their integrity. The brand is unique and very strict about their corporate identity. They have clear guidelines in their (visual) communications. This leads to the fact where Jack Daniel’s ® is a very recognisable brand. They are also unique in their way of brewing, because they claim Jack Daniel’s ® isn’t a bourbon. This way they prove their authenticity. Generates attention The organisation is currently working on this principle. They are working on a few concepts with wich they want to generate attention. These concepts are Jack Friday and Future Legends. With Future Legends Jack Daniel’s ® chooses to work with upcoming Dutch rock acts that radiate independence, life for the music and has a lot of potential. With Jack Friday they are organising
Is recognisable Jack Daniel’s® has more than six logos, but they somehow all look alike. Customers always know when it’s Jack Daniel’s®. That’s also due to their clear usage and expressions of visual communications which are mentioned above. Has a long shelf life They have been around for a very long time. They survived a lot of difficulties, like the alcohol prohibition that started during the first world war. This year (2016) they are celebrating their 150th anniversary. Is free of discipline They are not bound to time because it is a drink, but they do have to make some changes. Because their biggest target group is ageing. So they need to address another target group, the next generation. They are not free of discipline, yet.
TOUCHPOINT WHEEL
The touchpoints wheel is a model that is used to get a snapshot of all points where the customer will come in contact with a certain brand. By using this framework, the brand is in a position where it can create an impression of the brand itself. It is important for any brand manager to know what all possible touchpoints are, so that he knows how to anticipate on every possible situation. As you can see, the touchpoints wheel consists of three phases: pre-exposure, exposure and finally post-exposure. PRE-EXPOSURE This phase takes place before the moment of exposure and experiencing a purchase. Think of all the marketing expressions a company runs, to make sure that the brand will be delivered to the customer. EXPOSURE During this phase, the customer will be exposed to a product or service and actually experience the purchase. It doesn’t matter if it is a supermarket or a jewellery. Everything that helps improving the purchase experience of the customer, fits in this phase. POST-EXPOSURE The last phase of the wheel is all about the experience after the exposure and purchasing the product/service. During this phase, the customer now uses the product or service. The most important question for a company is: will the product or service be purchased again?
PRODUCT / DIENST Jack Daniel’s® , Whiskey.
TOOL / CANVAS The experience canvas is a tool which will help you to discover the customer journey. By filling in all the parts of the canvas you find out what the consumer think and feel about the product or service. There are seven steps that lead to the customer journey.
WAAROM? SUBSTITUTE If the product/service is sold out, what replacing product/service will the consumer buy/use? Will the consumer buy the same product/service from another brand or a different product/service?
Lekker, herkenbaar, vanwege het merk, stoer en stijlvol.
FEELING What feeling get the consumer from the product/service before,during and after buying/using the product/service?
ASSOCIATIES
(stoer, lief, groots)
Stoer, stijlvol, rauw, robuust, luxe en authentiek
VERVANGER
WHEN? When is the consumer buying this product/service? Daily, monthly, yearly? Just with special occasions or when they are with friends? ASSOCIATIONS With what words associates the consumer the product/service? Do they think the product/service is cute, authentic, big, robust, etc.
GEVOEL
(alternatieven)
Johnny Walker, Wodka, Rum en Tequila (top 3 dranken in Nederland)
(voor, tijdens, na de aankoop/gebruik)
(dagelijks, jaarlijks)
In de stad als mixdrankje Speciale gelegenheid feest met close vrienden
LOCATION OF PURCHASE Where buys the consumer the product?
PRODUCT/SERVICE Which product/service will the consumer buy/use? WHY? Why will the consumer buy/use this product/service? Is it because the product/service is nice, recognizable, the price or the way the brand is communicating?
WANNEER
(lekker, herkenbaar, communicatie, prijs)
LOCATIE VAN AANSCHAF Slijterij of café
PAIN POINTS / CHANCES PAIN POINTS & CHANCES
Our research revealed several pain points and chances. Since the pain points can be easily turned into chances, we would like to approach both as opportunities. We researched the Jack Daniel’s® brand and its industry in multiple areas. These areas were, as you know, history, products, target audience and trends. Some of the opportunities were found in one of the areas, but there are also quite a few which are based on information we found in more than one area. We will now explain the opportunities themselves and what they’re based on. TO PASS THE BATON Frank Sinatra is still, even though he died, Jack Daniel’s® biggest stakeholder. When he was alive the bond between him and this brand could be seen as a friendship. Sintara is therefore strongly connected with the brand and an strong ambassador. The Sinatra fans become older and older, there might be a sad day in the future where they are extinct. It is time for Jack Daniel’s® to find a successor to be the next big stakeholder. This successor will be more appealing to the younger generations. When choosing this opportunity, you have to be very careful and try not to forget what the brand stands for. Jack Daniel’s® is a very loyal brand, so you have to make sure that you make it look as though Frank is retiring, not as if he is shoved aside. The foundation of this opportunity can be found in the history area. It can also be linked to the trend area, where we spoke of innovation. In a way you can also connect it to the Target audience, because you can see that they try to attract a new target audience.
AMPLIFY FUTURE LEGENDS Future Legend is a project where Jack Daniel’s® works with talented and local rock bands; future legends. They want to help realize their dreams and make them ambassadors to the Jack Daniel’s® brand, which will hopefully attract the younger generations. We believe that Jack Daniel’s® would benefit if they would amplify Future Legends. They need to generate more attention to this already existing idea. They could amplify the concept with videoclips where the you see the connection with Jack Daniel’s®, but they could also organise a annual concert to get more attention on this collaboration. The foundation of this opportunity can be found in the Target audience area, where we showed that Jack Daniel’s® wants to approach the younger generation. GIRL POWER We discovered that Jack Daniel’s® is still a very manly drink. They do have a honey whiskey, which they used to attract women, but that didn’t get them very far. This is a very big opportunity for Jack Daniel’s®, since they want to attract new target groups. The foundation of this opportunity can be found in the Target groups area, where we described Jack Daniel’s® current target audience. You can also link this opportunity to the trends area, where we discussed the “whiskey cocktail trend”. This could provide the feminine twist. BRING TENNESSEE TO THE REST OF THE WORLD With this opportunity you could really bind new customers to your brand. They will feel a close connection to the brand, for they now know its story. You bring Tennessee and the story of Jack Daniel’s® to the rest of the world through an event. You could see it as a Jack Daniel’s® festival in Tennessee style. The foundation for this opportunity can be found in the trend and the product area. First of all there is a link with trends, customers want authenticity and what is more authentic than showing the world your story. It also fits Jack Daniel’s® own values for they will stay true to themselves, while recruiting new customers.
By bringing Tennessee to the world you also connect it to the product area. In Tennessee you can take several Jack Daniel’s® tours, which shows the story of the brand. With this opportunity you can make sure that everybody has a chance to experience the story of Tennessee’s finest. THE NEXT GENERATION The millennials are a big opportunity for Jack Daniel’s®. It is a large group and they are more than willing to spend their money on alcohol. This group would be a perfect main target audience. You should try to reach them in a way that fits their world. The foundation of this opportunity can be found in the target audience area, but also in the trend area. They are already trying to reach the millennials with Future Legends and Jack Friday, but somehow it doesn’t seem to work. So they need to find another approach. Trends as the digital revolution, new styles, limited editions, special releases, innovation and whiskey cocktails could really benefit this opportunity. FIRE Jack Daniel’s® really wants to distinguish itself from all the other whiskeys. Normally all the whiskeys made in America are called; Bourbon. Jack Daniel’s®, however, isn’t a bourbon. Jack Daniel’s® is a Tennessee Whiskey, this is very important to them. Jack Daniel’s® uses fire to make their whiskey this is what separates them from the others. There is an opportunity here to emphasize their uniqueness. The foundation of this opportunity can found in the trends area. People nowadays are looking for authenticity and quality in liquor. JACK FRIDAY Jack Friday isn’t promoted that well. They should promote it more and better. It is a very good idea, so there is a real opportunity here. They have to make people more aware of Jack Friday. The foundation of this opportunity can be found in the target audience area. There is a strong link with the trend, due to the “whiskey cocktail trend”.
TRENDING TOPIC There is no buzz regarding the Jack Daniel’s® brand. They should organise something, what makes them on top of mind. There is a opportunity for them in promoting themselves better. They have to become more interesting, this will attract new customers. The foundation of this opportunity can be found in the target audience area, but also the trend area. The target audience area shows that they want to attract new customers and in the trend area you can find multiple way to do this. Think of the digital revolution. JACK DANIEL’S® FOR DINNER Jack Daniel’s® can also be used in the kitchen. You can make delicious meals with it. Therefore it could be a good opportunity. They should focus more on this different approach of their product. The foundation of this opportunity can be found in the trend area. There you can find all about the cooking with whiskey trend.
CONCLUSIONS / RECOMMENDATIONS
After the analysis and the opportunities we derived from them, the road Jack Daniel’s® should follow became very clear to us. All opportunities lead to more/ new customers, and the goal for almost every opportunity is to address a new target audience. Therefore it is clear that we advice Jack Daniel’s® to keep following the path they have embarked. We are aware of the fact that Jack Daniel’s® already started with the search for new customers and a new target audience. We also discovered that the things they already tried, aren’t working that well. Therefore we recommend the ideas that will derive from the opportunities we found. So our advice is to continue the search for new customers and a new target audience. The best way to do this is to use the opportunities that we found. We recommend to use the following opportunities, for we believe that they are most likely to help Jack Daniel’s® achieve their goal. To pass the baton Girl power Bring Tennessee to the rest of the world The next generation Trending topic Jack Daniel’s® for dinner In the chapters that are to follow, you will find the above opportunities elaborated in strong concepts. The goal of every concept is to attract new customers and to make sure Jack Daniel’s® is here to stay.
TO PASS THE BATON GIRL POWER BRING TENNESSEE TO THE REST OF THE WORLD THE NEXT GENERATION TRENDING TOPIC JACK DANIEL’S® FOR DINNER
Jack Daniel’s. (2016). Jeff Arnett. Retrieved November 15, 2016, from pressroom.jackdaniels.com: http://pressroom.jackdaniels.com/jeff-arnett-master-distiller/ Jack Daniels. (n.d.). Retrieved from T26: https://www.t26.com/custom_fonts/12-Jack-Daniels
RESOURCES
Cultuurmarketing. (2014). Jack Daniel’s: storytelling als marketingstrategie. Opgeroepen op November 14, 2016, van Cultuurmarketing: https://www.cultuurmarketing.nl/cases/jack-danielsstorytelling-als-marketingstrategie/# Dan, A. (2012, July 5). When It Comes To Whiskey, America Knows Jack. Retrieved November 15, 2016, from www.forbes.com: http://www.forbes.com/sites/avidan/2012/07/05/when-it-come-tobourbon-america-knows-jack/#7acdfa5a1cc1 Daniel’s, J. (2007). Licensing Graphic Guidelins. Opgehaald van Jack Daniel’s: http://bretleduc.com/ upload/Beaustre/Titmouse/JD%20Guidelines/JD_Lic_Guidelines.pdf Jack Daniel’s ® (2016). Jack lives here. Retrieved on 13-12-2016, http://store.jackdaniels.co.uk/ Jack Daniel’s ® (2016). The main characters. Retrieved on 21-11-2016, www.jackdaniels.com/enus/our-products Jack Daniel’s ® (2016). Visit the distillery. Retrieved on 13-12-2016, http://www.jackdaniels.com/ visit-us Jack Daniel’s®. (2016). our-story. Retrieved December 12, 2016, from jackdaniels.com:http://www. jackdaniels.com/our-story
Long, D. (2013). Jack Daniels targets hipsters with film. Opgeroepen op November 14, 2016, van theONEcentre: http://theonecentre.com/bar/blog/jack-daniels-targets-hipsters-with-nostalgic-film mbaskool. (n.d.). Jack Daniels SWOT Analysis, USP & Competitors. Retrieved November 15, 2016, from www. mbaskool.com: http://www.mbaskool.com/brandguide/food-and-beverages/5352-jack-daniels. html Profnews. (2015). Jack Daniel`s lanceert na 150 jaar opvolger van Old No. 7. Opgeroepen op November 15, 2016, van Profnews: http://www.profnews.nl/1046916/jack-daniels-lanceert-na-150jaar-opvolger-van-old-no-7 wikipedia. (2016, October 29). Jack Daniel’s - wikipedia. Retrieved November 15, 2016, from fr.wikipedia.org: https://fr.wikipedia.org/wiki/Jack_Daniel%27s
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TO PASS THE BATON ANNE DE RUIJTER I decided to use the tool; Experience Canvas. We developed this the tool ourselves. I did have to make some changes so that it would fit the pain point I have chosen. Frank Sinatra is in this case the product. I filled it in to get a clear view on what effect he had on (potential) customers. I can conclude that it is a difficult task to find a successor for Frank and that is has to be done with utmost integrity. Not only the successor has to fit in, but also the way Jack Daniel’s Ž presents him or her. It is important that it is handled as if it was handled by a gentleman.
APPROACHES CONCEPT FOUNDATION
TO PASS THE BATON I believe both Lem Tolley and Frank Sinatra would roll over in their graves if I were to call Frank Sinatra a pain point. Luckily we decided to go with the term opportunity. In the history chapter you’ve read about the strong bond between Frank Sinatra and the Jack Daniel’s ® brand and that it could be seen as a friendship. Frank Sinatra was and is still the biggest stakeholder Jack Daniel’s ® has ever had. It hurts me to say, but it is time to find a successor for old blue eyes. Jack Daniel’s® could really benefit from this idea. Franks fan-base is getting older, and the next generations don’t feel as connected to Frank Sinatra and therefore they feel less connected to Jack Daniel’s®. We have to be very careful with the execution of this idea, for Jack Daniel’s® is a very loyal brand and they would never shove Sinatra aside. If they did, they would lose their credibility. One of the brands core values is integrity, this should be carried out at all times and thus also in the elaborated concept that will derive from this idea.
To choose a successor is a difficult task, the music industry has changed a lot since Frank Sinatra’s era. A logical choice for a successor would be Michael Buble, since he has a large fan-base but he is also active in the same music genre as Frank. If Jack Daniel’s® would choose Michael, it would be accepted and people will understand. But will Jack Daniel’s® really address a new target audience? No, I think not. There are two paths we can embark regarding the successor of Frank Sinatra
A SUCCESSOR PER COUNTRY Jack Daniel’s® could make the choice to find a successor per country. In this way you can really capitalize on the music industry of every country. This could lead to a stronger connection between the potential customers, the stakeholder (successor) and the Jack Daniel’s® brand. A major drawback for this idea is that there will be a lot of different successors. Which shatters the brands responsibilities, values, ideas, directions, etc... in many smaller pieces. It is hard to uphold a strong friendship with so many, especially if you claim them to be as important as Frank Sinatra.
ONE SUCCESSOR Jack Daniel’s® could also make the choice to search for just one successor. It is harder to find one successor who will fit every country. On the positive side, once you have found one, he or she instantly connects the whole world (hopefully) to your brand. One successor will make the brand stronger and the relationship is easier to uphold and the bond will be as strong as the brand itself.
THE CHOSEN PATH I would advise Jack Daniel’s® to go with the one successor, for it will be the best choice. The bond as well as the brand itself will be stronger this way. It will also be easier for Jack Daniel’s® to stay close to who they are and there values; independence, integrity, and authenticity. There vision also insinuates quite clearly that Jack Daniel’s® strives for quality rather than quantity.
Every day we make it, we’ll make it the best we can – Jeff Arnett
PROMOTIONAL CAMPAIGN
CONCEPT PASS THE BOTTLE
TV commercial
CORE VALUES
IIndependence, Integrity, Authenticity, Innovation
VISION
A mighty future arises from a strong past
MISSION
Binding new customers to Jack Daniel’s® through a new stakeholder without losing their credibility and what they stand for.
PASS THE BOTTLE This concept is not about who the successor is but about passing on the baton. The end goal is, of course, to reveal Frank Sinatra’s successor. But more important is the road leading to the revelation. It will be an honorable farewell for Frank as well as a warm welcome for the successor. You can see it as a retirement party where the mentor passes on the baton to the pupil and the new generation. Frank will take a step back, but he will never disappear. The retirement party will be in the form of a big concert. Prior to the retirement concert there will be a lot of promotion, to create a lot of buzz regarding the concert. In the promotion campaign it will be clear that Frank Sinatra will be passing on the baton, but no one will know who will be the successor. At the end of the concert it will be revealed. The successor will reveal himself while singing one of Frank’s greatest hits, in this way he or she accepts the baton.
This commercial will be the first outing regarding the retirement concert. It will be a short movieclip. In this movie clip you will see footage of Frank Sinatra and a voiceover will announce his retirement. It will also state that someone will succeed him. At the end the date of the retirement concert will be given. They will not give away too much with this video. Only the basics and the date. The commercial will air until the concert, once the tickets go on sale, they will add a link to the commercial. In this way people will know where to buy the tickets, for the real concert as well as the live hologram concerts which will be explained later.
Social Media
On Social media Jack Daniel’s® will continue to create buzz around the upcoming retirement concert. Slowly the line-up for this concert will be released. Every artist who will play at the concert will make a short movieclip for the social media promotion. They will tell the crowd how they feel about Frank Sinatra and how great they think the concert will be.
Posters/Billboards
Closer to the concert Jack Daniel’s® will spread out posters to promote the upcoming retirement concert and the live stream hologram performances.
Live hologram performances all over the world
The concert will be held in America, but to reach the full target audience there has to be something more. Around the world people will be able to watch the concert live. Jack Daniel’s® will co-operate with music venues, in those venue’s people can follow the concert live through holograms. In the Netherlands you can think of; The Melkweg in Amsterdam and Tivoli in Utrecht. These live hologram performances will take place at the same time as the real concert. This will ensure an optimum range and shows potential new customers around the world that they are important to Jack Daniel’s®. During the concerts there will be marketing actions regarding the Jack Daniel’s® drink. You can think of buy one and get two.
SUCCESSOR JUSTIN TIMBERLAKE I did think of who would be best as a successor and I have to say; I believe I found the best man for the job. I would advise Jack Daniel’s® to go with Justin Timberlake. He fits extremely well with the brand and is well known all over the world. He is a gentleman and certainly has a lot of characteristics that Frank also possessed. He is, just as Frank was, a great entertainer. Besides that, he also fits in this music era and he has proven that multiple times.
TARGET AUDIENCE The target audience we hope to reach with this concept are young adults. Both women and men in the age category 21-31. Within this category the focus will be on those who just started working, with a range of five years. They usually have a bit more money to spend than when they were in their teens, especially now they started working. This target audience is entering a completely different world than the student world and life they are leaving behind. They are bound to look for more luxury than they had during their studentship. Jack Daniel’s® is a drink that fits that world. Even though the young adults are looking for more luxury they still want to party, they are still young. Jack Daniel’s® fits both and is therefore a perfect drink for them. Think of the persona’s Daan de Wit and Melissa Jansen (Angelique’s concept). The target audience was around when Justin had his first hit and they all know who he is. The target audience grew up alongside his career.
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Why this opportunity?
Vision of my concept
I think it is important that people will get to know the roots and history of Jack Daniel’s® because that will cause a better understanding of the brand. Almost everything they do has a connection with their history and roots. But besides a better understanding it can also make people more loyal to the brand. To do something with this, will also be in line with some recent trends and developments. For example that people want to know where the products they buy come from and that more and more people want to go back to basic.
Goals of this concept The main goal of this concept is; Creating a better understanding of the brand to create a connection between the customers and Jack Daniels®.
I see that Jack Daniel’s® is really committed to its history and roots. ‘Knowing the history creates a connection’ I think the rest of the world should get in touch with the history and roots of Jack Daniel’s®. Core values: Authenticity, Integrity, Independence and Uniqueness
Opportunity
Valuefit
During our fieldresearch we found some painpoints and recommendations. One of these recommendations is to use the history and roots of Jack Daniel’s®. Since they are really proud of their history and roots it gives them the opportunity to do something with this. An example of this loyalty to the history and roots is the fact that they will never change the Jack Daniel’s® Old No.7. This whiskey will always stay the same and will be brewed the way Jack did it. There lies a huge chance in bringing this history to the rest of the world. Because their history and roots really make the brand authentic.
The most important insights I got from this value fit are as followed; - People want to get a better understanding of the products they use and their origin. - People want to go back to the roots and back to basic. - Young people have the budget to spend something on free time. - The vision and core values of Jack Daniel’s® can easily be linked to the trends. The valuefit can be found in the attachments.
Concept name
Back to Jack
Chosen conceptcarrier I have chosen to work out the festival in Tennessee style. This because of the link with music and ofcourse because the distillery of Jack Daniel’s® is located in Tennessee. This festival is a great opportunity to give everyone the feeling of Tennessee and to let the people know what the real Jack Daniel’s® feeling is. This festival is also in line with their core values which are integrity, authenticity and independence. People will get the real authentic Tennessee feeling and the festival stays really close to Jack Daniel’s® as a brand.
ROOTS Concept carriers Because the name and vision are both very broad, they can cover different kinds of concept carriers. For example; - Advertisement for Old No.7 and point out the importance of the history - Museum experience about the roots and history - Festival in Tennessee style And so on, and so on.. As it is impossible to work out all of these ideas, I choose for one concept carrier.
This festival shall be in Tennessee style, because this is where it all started for Jack Daniel’s®. During the festival it is really important that people will get that Tennessee vibe and get in touch with the roots and the history of the brand. Therefore the whole festival area will look like Lynchburg, Tennessee. Campfires will be everywhere just like these stacks of hay where poeple can sit on.There will be a photo and video exposition of the history of Jack Daniel’s® and they show how the authentic whiskey is made. But since Jack Daniel’s® is always been really committed to the music scene, there will also be some bands who are preforming. These bands, or the music they make, need to have a connection with the brand. For example a Frank Sinatra cover band, because Frank is been a really important person for the brand Jack Daniel’s®. But it will also involve performances of the so called ‘future legends’, which are bands such as Kensington. Since it is a festival there will also be food, and Jack Daniel’s® is perfect to use within food, so this will give the visitors the opportunity to see different ways of consuming the whiskey that they love. Last but nog least there will be a stage where they show a documentary of the founder Jack and the process of the rise of the brand. The name of the festival shall be: ROOTS. Because it’s all about going back to the history and roots of Jack Daniel’s®. During this festival it is really important that everything is in line with
Target group
Promotion
For my concept and conceptcarrier I choose the following target group; Young people in the age of 21 till 29. Those people are already working and have more money to spend than others. Apart from that, they can legally drink whiskey. My target group is located in the Netherlands. Since the distillery is located in Tennessee the customers in the Netherlands don’t get this real and authentic feeling. People in this age really like to go to festivals. The popularity of festivals is even growing. (marketingtribune, 2016)
- Social Media; Since the target group spends a lot of their time online on social media platforms, it will be logical to promote the festival on these platforms. They even speak of a digital revolution. So this means that you need to communicate online. (Taylor, Kate. 2016) You can think of Instagram, facebook and maybe twitter.
Feeling of the festival
Experience canvas To get a better understanding of the experience of the potential visitors of the festival, I filled in the experience canvas that our group made for the workshop. After filling in this canvas, I had the following insights: - What do I want to achieve with the fesitval. - Which experience I want to create. - Which subsitutes are there. - How can I promote it. The experience canvas can be found
- Poster/billboards; The festival will also be promoted with billboards and posters. You can find these posters in clubs and pubs were the target group likes to spend their spare time. But also at bus stops and train stations. Because a part of the target group will use public transport to get to work or school. - TV commercial; Closer to the festival there will also be promotion on TV. Watching TV may have become a little less popular, still many people watch TV. It can really help to do some promotion on TV as you can reach a large audience. - Promotion on other festivals; When the festival season already started, there will also be promotion on other festivals. Jack Daniel’s® already has stands on some festivals and in these stands you can promote this festival. An advantage you get is that there will come people who are already interested in Jack Daniel’s®.
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Attachments
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Jack’s Future Friends Core Values Independence, Authenticity, Integrity and Friendship.
Chosen Pain Points/opportunities
Amplify Future Legends Future Legend is a project where Jack Daniel’s® works with talented and local rock bands; They would benefit from it if they generate more attention for this project.
The next generation
The millennials are a huge opportunity for Jack Daniel’s®, try to reach them in a way that fits their world.
Imagine a small concert from a local band in the intimate setting of a student’s room. You and only 10 other students are sitting front row with a glass of Jack Daniel’s in your hand. You never knew you liked Jack Daniel’s because you just didn’t try it. You thought it didn’t fit you because you don’t like the hard and raw music industry. You like this pop band with their happy funky tunes. And when you go out with your friends you drink a beer because it’s the cheapest option or when you’re in for something stronger you drink vodka or tequila shots with your friends. But when you entered this student room you saw the wooden barrel displaying Jack Daniel’s and the matching square glasses and you just knew you had to try it. It suits the vibe in the room, the intimacy the authenticity..
We do see that Jack Daniel’s® is trying to reach a younger target audience with the Future legends project. But we believe that if Jack Daniel’s® generates more attention for this project it will positively affect them. Because the Jack Daniel’s® drinker is aging we do think that they would also benefit from broadening their target audience. Jack Daniel’s® is a strong brand with a deep connection with music, mostly Rock. By trying to reach different Millennials who may not identify themselves with Rock music but do appreciate the quality and authenticity of the brand, they might be able to bind more fans to their brand.
Mission Broaden the target audience and reach more (potential) customers.
Target group Looking at the painpoints, opportunities and the Value fit I chose the target group of students age 21 till 29. You can drink at the age of 18 in the Netherlands but Jack Daniel’s® is all about drinking responsible so it is better not to already persuade these new drinkers with strong alcoholics.
Vision Keep passing on jack’s legend Concept Jack’s future friends - Jack’s Home Parties - Jack’s drinking buddies - Gaming night with Jack - Best friends of Jack
Value fit What we see We see that Jack Daniel’s® (whiskey) isn’t in the top 3 of most popular alcoholic drinks amongst students (21-29 year olds) and therefore Jack Daniel’s® doesn’t get the wanted attention from the target group. We find that Jack Daniel’s® should put more attention into attracting the millennial target group because they are the future drinkers.
Target Audience 1. young people 21-29/students 2. Netherlands 3. Living in a student home
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Market Top 3 drinks amongst Dutch students. 1. Wodka 2. Rum 3. Tequila
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Trends 1. ‘home-tainment’
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• •
Jack’s Homeparties Initiative between Stukafest, Jack Daniel’s® and Jack Daniel’s Future legends. Get widely known with all kinds of different students, and reaching more potential customers. Help students earning money, they only pay what has been used and at a lower rate than the selling costs. (No risk for the student) Provide a bar with different kinds of the Jack Daniel’s® Whiskey, Jack Daniel’s® glasses and ice. Bar and glasses can be reused for every Stukafest Stukafest afterparty’s in known venues in the big student cities to promote the Future Legends project.
What is Stukafest?
Stukafest is a festival for students, but in the cozy atmosphere of a student room. It’s focused on local acts like dance, music, poetry, literature and theatre. The owner of the room is allowed to sell drinks and earn some money that way. It is hosted in 15 Dutch student cities, all organized on different dates (Stukafest, 2016).
Because Jack’s Homeparties is only a small part of the whole Jack’s Future Friends concept, I came up with other possible concepts. Jack’s drinking buddies A liquor store promotion for Jack Daniel’s. To promote drinking with your friends you get two Jack’s drinking buddies glasses when you buy two bottles. You can customize the glasses with your name and the name of a friend. This way Jack Daniel’s® strives to make more and new ‘friends’. Gaming night with Jack What’s better then to just chill at home with your friends and play a game with a drink in your hand? To do more with the ‘home-tainment’ trend Jack Daniel’s® could create their very own game. Maybe a Jack Daniel’s® trivia game, card game or board game. Best Friends of Jack Jack Daniel’s® tv-show where they show real Jack Daniel’s® friends and why they have so much with this brand. They might have a special Jack Daniel’s® room, named their baby after Jack or maybe they have tattoos of the brand. By showing these people who are already ‘friends’ other people might see the beauty of the brand as well.
Explanation of the used models
Attachments
Value Fit (can be found in the attatchements on the next pages) For the value fit I did a lot of research. Of course we already did a lot of research for the brand which can be found at the beginning of this concept book. But I needed more information so I looked for strong competitors of Whiskey, which showed that it is only the 4th popular strong drink for students in the Netherlands. Looking at the current trends in the drinking scene I found that ‘home-tainment’ is an upcoming trend. This trends blurs the line between going out and staying at home, people enjoy staying at home just as much as going out these days. To use this trend I combined the comfort of a cozy, and social home experience with the going out experience and some entertainment. Another trend is showing the authenticity and quality of the already existing liquor, instead of creating new flavors. By promoting the different kinds of Jack Daniel’s® that are already at the home parties, there is a big chance that there is a flavor for everyone. People might not even know of the existence of the different kinds of Jack Daniel’s®. For the target group I specified myself on students in the age 21 till 29, because they are the millennials Jack Daniel’s® needs to reach. According to the market research there is a lot to gain with this target group, looking at the top 3 of the most popular strong drinks. This group has around €144,- to spend on their free time and going out. When we look at living arrangements a huge amount of the 21 year olds live in a student home. There are still 29 year olds that live there as well but this is only a small amount. This doesn’t mean 29 year olds can’t attend the Jack’s Home parties, they are more than welcome. Experience Canvas (can be found in the attatchements on the next pages) For this course we created our own tool which is the Experience Canvas. This canvas is used to determine the (possible) reasons for buying or using a product or service. With this tool it’s easy to look from the customer’s point of view. You are challenged to look at your concept differently. Through this tool I could really see if I would achieve the things that should be achieved with this concept. Getting the target curious about Jack Daniel’s® is the first step that needs to be achieved. Putting a Jack Daniel’s® bar at the Jack Home Parties we want to stimulate and satisfy this curiosity.
Organisation
Vision Jack’s guiding belief that “Every day we make it, we’ll make it the best we can.” – Jeff Arnett Core values independence, integrity, authenticity
Trends
1. ‘home-tainment’, new way of drinking (In the US and Europe you see that the shift is part of a growing movement to blur the line between entertainment at home and going out.) (Talyor, Kate. 2016).
2. Instead of releasing a new flavour, companies focus more on promoting the authenticity and quality of the liquor (Talyor, Kate. 2016).
Target group
Market
1. young people 21-29
1. Wodka
2. Netherlands
2. Rum
3. Living in a student home, (21 70%, 29 10%) (CBS, 2015).
3. Tequila
4. €144, - to spend on free time and going out (Schors, 2015).
Other Whiskey’s
(studenten.net, 2013)
References CBS. (2015). De leefomgeving van de twintiger. Den Haag: Centraal Bureau voor de Statistiek. retrieved on December 17, 2016 Schors, A. v. (2015). Studentenonderzoek 2015. Nibud. retrieved on December 17, 2016: van https://www.nibud. nl/wp-content/uploads/NibudStudentenonderzoek-2015.pdf studenten.net. (2013). Wodka en rum populairste sterke dranken onder studenten. retrieved on December 17 2016: www.studenten.net: https:// www.studenten.net/artikel/wodka-enrum-populairste-sterke-dranken-onderstudenten Stukafest. (2016). www.stukafest. retrieved on December 28, 2016: www. stukafest: http://www.stukafest.nl/ Taylor, Kate (2016) The liquor industry is experiencing 3 seismic changes, retrieved on 15-11-2016: http://www.businessinsider.com/3biggest-trends-in-the-liquor-industry2016-2?international=true&r=US&IR=T
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JACK DANIEL’S
W O R L D Jack Daniel’s is known for their authenticity, independency and exclusiveness. The distillery is only established in Lynchburg, Tennessee, which makes it almost impossible for fans in other countries, let alone other continents to experience Jack Daniel’s in real life. The only way to do so, would be to travel over the world. So why not take Jack Daniel’s to the fans? Another opportunity is the fact that there is no buzz regarding Jack Daniel’s yet. It would be amazing to make Jack Daniel’s a trending topic, thanks to better promotion. By combining the two opportunities, a fantastic concept can arise. The challenge is to make Jack Daniel’s more accessible and still stay true to their core values like authenticity and exclusiveness. Besides this obstruction, a promotion campaign has to be launched that will create a buzz. Jack Daniel’s needs to be on top of mind.
CORE VALUES Authenticity, exclusive and accessible at the same time.
VISION Everyone should be able to experience Jack Daniel’s in real life.
MISSION Create a buzz regarding Jack Daniel’s and a closer bond between the brand and its customers.
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CAMPAIGN POP-UP STORES
Jack Daniel’s comes to you with a once-in-a-lifetime experience! This is something no one wants to miss. By making sure it is an exclusive event, Jack Daniel’s will keep its values and be more accessible at the same time. The already existing fans are the main target group. The meaning of this campaign is to create a closer bond between them and Jack Daniel’s. With the Jack Daniel’s World Tour we also intend to attract people that aren’t familiar. Hopefully they’ll become new fans. In 30 international big cities all over the world, pop-up stores will be created where everyone can get a look inside the brand Jack Daniel’s. To make sure everyone is aware of this campaign, several marketing tools will be used. First of all, the already existing Jack Daniel’s fans will receive an email with the announcement that their favorite whiskey is coming to them. The same announcement will appear on the website and on many billboards all around the cities where Jack Daniel’s World Tour will arrive. To optimize the pre-exposure experience, a tv commercial will be created and sent all over the world. Every pop-up store will be in style of the distillery, which will create a feeling like you’re really there. Visitors will be able to follow a small tour through the building. A guided tour that will be interesting for every Jack Daniel’s fan, because people will get to know the brand on another level. At the end of the tour it is time for a photo with Jack Daniels, which will be sent by email afterwards. There will be a bar where people can taste different kinds of whiskeys or a non-alcoholic beverage. Entrance is free for everyone, but if someone wants to follow the guided tour, they’ll have to pay a ticket. Before the visitors leave, they’ll be able to buy their favorite Jack Daniel’s
The touchpoints wheel is a tool that is used to get an overview of all points where the customer will come in contact with a certain brand. In my opinion this is an ideal model to use for Jack Daniel’s World Tour. In the wheel is shown how customers will get in contact with Jack Daniel’s during the pre-exposure experience, the exposure itself and after being exposed to the brand.
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CHEF DANIEL’S® HISTORY
Authenticity, independence and integrity are the core values of Jack Daniel’s®. It’s shown in their products, their words, their visual presentation, actually in their whole being. They remain faithful to their master distillers and stick to their roots. They show their authenticity by staying loyal to the original way of distilling their whiskey. Their target audience is hard to catch in one sentence. They focus on the luxurious and sophisticated lifestyle of men. On the other side, they want to focus on a new and younger target audience, who are also called the hipsters. Nowadays, whiskey has a lot of potential and one of the big trends is using it in food. It goes well with chicken, minced meat, spare ribs, sauces and is usable for other types of seasoning. And of course, it’s perfect for cocktails and when mixed with soda. In conclusion, the organisation analysis showed both pain points and chances. This concept benefits from the chance: “Jack Daniel’s® for dinner”.
CONCEPT - DORMANT
VALUES The concept consists of five core values: authenticity, independence, diversity, characteristic. AUTHENTICITY: Jack Daniel’s® stays true to their roots and sticks to their authentic way of branding. They won’t change anything about their products, but they provide tools with this concept to vary within the original products. INDEPENDENCE: The concept focusses on the independency of the customers. They see them as strong personalities and live their lives as they want. DIVERSITY: The concept focusses on the diversity of Jack Daniel’s’® products, but also on the diversity of their customers and product possibilities. They believe that with the existing products and structure there are still a lot of possibilities to vary. CHARACTERISTIC: In this context, characteristic means all the different personalities and lifestyles of their customers. Everyone has their own characteristics which define them. VISION “Jack Daniel’s® believes that their customers can blend their own lives to taste.” The vision has emerged from the core values, the description of the target audience and the chance “Jack Daniel’s® for dinner” of Jack Daniel’s.
AUTHENTICITY INDEPENDENCE DIVERSITY CHARACTERISTIC
“Jack Daniel’s® believes that their customers can blend their own lives to taste.”
CONCEPT - AWAKENING CONCEPT NAME Chef Daniel’s®
ONE LINER “Every man to his taste.” With this one liner, Jack Daniel’s® makes clear that all of their customers can have their own experience with their products. Every product tastes different to their customers and they drink it all in a different way. The term taste is a very broad concept. It’s about people’s (overall) preferences, but can also refer to food or drinks in particular. There’s actually no accounting for taste, and that’s what makes Jack Daniel’s® able to vary with their own products. CONCEPT DESCRIPTION Chef Daniel’s® adds flavor to the lives of the cooks and his consumers, whether they are professional or amateur cooks. This concept enriches the variety in the local and global kitchen and responds to many aspects of food and beverages. It emphasizes the different tastes of people and thereby their authenticity and characteristics. Jack Daniel’s®, on the other hand, shows that with their original products and especially their drinks, that will never change of ingredients, can be consumed in many varied ways. This is where authenticity (Jack Daniel’s®) meets diversity (Chef Daniel’s). TARGET AUDIENCE Chef Daniel’s® focusses among others on the original Jack Daniel’s® audience: the sophisticated and luxurious men. But this target audience broadens as Chef Daniel’s® focusses on their environment, family and friends. With the values of this audience, Chef Daniel’s® is also appealing for another audience: other men between 21 and 31 (as mentioned in the organisation analysis on page X). This is the target audience Jack Daniel’s® aims to reach in the future. The sophisticated and luxurious feeling will be passed on to this audience. The concept is suitable for both audiences.
CONCEPT - LIVING
Chef Daniel’s® is suitable for many expressions. Below there are described concept carriers that will bring Chef Daniel’s® to life.
JACK’S EAT-IN While the women are trying on clothes, men often are waiting, waiting, waiting and again, waiting. Now, the men can take place in those robust but comfortable Chesterfield sofa’s. This new spot takes the men into a new, luxurious but yet “feeling-at-home” ambiance. At this place men can relax, have a little sip and a delicate bite. To keep this special and exclusive, it’s once a week with every time a different cuisine. The purpose of this spot is to inspire men to use Jack Daniel’s® in the kitchen, and to give a sneak peek into the Jack Daniel’s®-way-of-life.
JACK’S EAT-IN
HOTEL SELECT HOTEL’S SELECT To respond to the original and new target group, hotels will be used to implement Chef Daniel’s®. For the more luxurious and sophisticated men, Chef Daniel’s® is represented at high class hotels and hotels that focus on the stay of businessmen. For the new target audience, the hipsters, there will be focussed on festival campings.
LUXURIOUS AND SOPHISTICATED MEN The menu of the hotel’s restaurant is extended with a Chef Daniel’s® menu. It’s entirely dedicated to Jack Daniel’s® and the use of their products in the meals. The menu consist of an aperitif, an appetizer, a main course and a dessert. All of these are prepared with Jack Daniel’s® whiskey or existing sauce. A Jack Daniel’s® menu on it’s own is obviously not enough. There’s a completely decorated Jack Daniel’s® lounge within the restaurant where they can enjoy their sip and bite. For businessmen who aren’t in the occasion to be completely immersed by the Chef Daniel’s® experience, they are provided a little box with Jack Daniel’s® treats. This box includes Jack Daniel’s® mini bottles of whiskey, a box of cigars, Chef Daniel’s® recipes to prepare at home, additives for a Jack Daniel’s® cocktail and a high end customized whiskey glass. This way, Jack Daniel’s® stays true to their and the customers’ authenticity and Chef Daniel’s® offers the diversity with recipes and unusual combinations.
HIPSTERS Festivals are great sources for food trucks, the newest trends and tasty snacks. Therefore, Chef Daniel’s® fits perfectly on festivals concerning the focus on hipsters. Frequent festival visitors may know the feeling of feeling filthy and unkempt. Eating fast food and consuming alcohol doesn’t benefit their mood and self-sufficiency either. Chef Daniel’s® provides a luxurious lounge festivals where the visitors can relax and enjoy a good meal and qualitative beverages. They can also shop merchandise such as flasks, cups, napkins and festival goodie bags including plastic whiskey bottles, whiskey snacks, etcetera.
PRODUCT / DIENST
TOOL 1
Chef Daniel’s
WAAROM?
WANNEER
(lekker, herkenbaar, communicatie, prijs)
To immerse in an exlusive lifestyle and get inspired.
ASSOCIATIES
(stoer, lief, groots)
Luxurious, sophisticated, masculine, variety
GEVOEL
VERVANGER Barbershops Exclusive meat restaurants Other bars or cafés
(voor, tijdens, na de aankoop/gebruik)
Men feel part of an exlusive lifestyle/group. They have the feeling of escaping reality and relax like the old sophisticated men. They enjoy a luxurious meal that they are also provided to cook at home. When they go back to reality.
(dagelijks, jaarlijks)
It depends on where Chef Daniel’s is active at that time. At least once a month.
(alternatieven)
LOCATIE VAN AANSCHAF Outside: in shoppingcentres, at hotels, festivals.
This canvas is used as a tool to make clear what the customer journey of Chef Daniel’s should be and what’s expected. Chef Daniel’s’ consumers choose this service to immerse in an exclusive lifestyle and to get inspired. Chef Daniel’s appears on public spots in cities. This happens every month, because of the exclusivity. Luxurious, sophisticated, masculine and variety is what comes in mind by getting in touch with Chef Daniel’s. Men feel part of an exclusive lifestyle/group. They have the feeling of escaping reality and relax like the old sophisticated men. They enjoy a luxurious meal that they are also provided to cook at home. When they go back to reality.
TOOL 2
The touchpoints wheel is a model that is used to get a snapshot of all points where the customer will come in contact with a certain brand. The touchpoint wheel of Chef Daniel’s ® shows that exclusiveness is very important because of the many touchpoints during the exposure, and a lot less before and after the exposure. Wordof-mouth is an essential way to get familiar with Chef Daniel’s ®. It also shows where the physical contact moments take place. Hotels, festivals and shopping centres. Not in grocery stores where food and drinks is usually being sold.