What Does Jack Daniels Employ to Effectively Execute Their Marketing Strategy around the World - Case Study Example

The paper “What Does Jack Daniels Employ to Effectively Execute Their Marketing Strategy around the World” is a fascinating variant of case study on marketing. Jack Daniels's old no.7 Expansion of business globally either through partnerships, franchising/outsourcing, is a common tactic the company uses to survive in the marketplace and remain profitable (Barnard, 1997). From the case, it’s evident that poor sales triggered Brown-Forman’s expansion strategy, and in order to succeed in foreign markets, they had to use their common Jack Daniels old no.7 brand. A factor to be noted is that in order to venture into foreign markets they first had to carry out market research. This proved instrumental to Brown-Forman’s strategy as it gave them an insight into these consumer markets (Chitty et al., 2015).

From the case, it’s evident that culture and demographics, in general, play a crucial role in the success or failure of a brand and thus selling American whiskey in foreign markets was the main concern of Brown-Forman’s but with their marketing strategies, the brand became successful in foreign markets. Various aspects can be learned from this case study, firstly through market research Jack Daniels was able to penetrate foreign markets and remain profitable ever since. It can be noted that nearly one-half of the business generated by Jack Daniels emanates from overseas (Chitty et al., 2015). The case also highlights the prominence Jack Daniels as a brand has generated having that over 20% traffic generated in its websites originates from foreign markets (foreign consumers). Though being a company that relies heavily on advertising, it uses different approaches to address the various geographical differences while remaining relevant in the marketplace.

An example to be noted is the various advertising approaches used in Tennessee, Britain, India, and China. To propagate the international agenda Jack Daniels doesn’t use celebrities in their adverts, and this can be attributed to their quest to remain flexible in international markets and to appear as an all-inclusive consumer-centered company. This advertising strategy, according to global managers makes the brand accessible to consumers globally be it in Africa or Europe without any contradictions (Chitty et al., 2015). Another factor that the case highlights are the power of the message that a brand delivers through an advert (Barnard, 1997). In Taiwan, there is a huge problem of water and depicting Jack Daniels as a product that originates from the pure waters of Tennessee’s limestone motivates consumers to enjoy something that is scarce to them for a very long period. Focus group’s research for Jack Daniels illustrates how marketing communication tools have helped it meet customer demands in those countries they operate in (Chitty et al., 2015). For instance, Jack Daniels had to create a packaged mix called Jack and cola for Australians having that they prefer drinking from home.

Conclusion To effectively execute their strategy around the world, Jack Daniels employs on-site research, tastings, and education and through these consumers of alcohol globally prefers Jack Daniels to other brands. From the case, it’s evident that in order for a company or a brand to succeed globally it has to come up with effective strategies and be consumer sensitive in terms of demographic and geographical needs of consumers.