Date 2006
Subject Strategic marketing plan for Jack Daniels
Location China
Client Brown-Forman
beer - china
liquor - acquisition - australia - new zealand
liquor - china
liquor - korea
beer - vietnam
liquor - china
licensing - china
Jack Daniel's Marketing Strategy
Background & Challenges
Brown Forman appointed DDMA to assist in the development of the strategic marketing proposal for the Jack Daniels brand in China.
Action
DDMA conducted a series of consumer and trade focus groups as well as compiling a detailed overview and profile of key competitors in the market. In addition, detailed profiles of the target consumer for Jack Daniels were developed.
Result/Outcome
The Jack Daniels China strategy was completed in mid-2006 and will be implemented in early 2007.