1. Presented to: Presented by:
Jack Daniels
Presented by:
Ian Johnson, Ali King, Ashley Martinez,
Rob Papetti, Kate Rolli, Aly Rumel

2. Middle Class Growth Trajectory
Increased demand for American whiskey in India creates a profitable growth opportunity for Jack Daniels
Middle Class Growth Trajectory
Increased disposable income among rising middle class
India
Domestic Whiskey Dominates the Market
Pernod Ricard India 10%
McDowell’s 36%
Increased interest in premium American whiskey
Situation: growing demand for American whiskey in India
jack daniels increasing its global presence
Complication: slow growth, limited sales [domestic competition, advertising barriers]
Question: How do we increase Jack Daniels sales?
Demand for American Whiskey is growing amongst India’s rising middle class

3. Thums Up Jack shares an American tradition with Indian consumers+ =
Jack Daniel’s should partner with India’s leading Cola brand, Thums Up, to re-create an American classic: Jack & Cola.

4. Surrogate advertising will create a strong buzz for Thums Up Jack
Cricket offers a 2.5 billion person fan base
Bollywood films reach 45 million Indians
Point of purchase displays educate Indian consumers on a Western tradition

5. Thums Up Jack will increase Jack Daniel’s market share in India
Fits premium brand strategy of Jack Daniels
Leverages partnership for promotional resources
Increases profitability $

6. Thums Up Jack mixes well and goes down smoothly with Jack Daniel’s strategy
Fits premium marketing strategy
Emphasizes authentic American tradition
Appeals to Indian consumer preference for Western brands
Markets to young, rising middle class

7. - Thums Up’s Brand Positioning
Partnering Jack Daniel’s with Thums Up provides a favorable entry point
Thums Up controls the
greatest market share
Similar distribution networks
Thums Up targets Jack Daniel’s key demographic
“Confident, mature, and uniquely masculine attitude. The brand clearly seeks to separate the men from the boys.”
- Thums Up’s Brand Positioning

8. Thums Up Jack creates a mutually beneficial partnership
Thums Up is marketed as a
grown up drink
The frequency per day of the consumption
of Thums Up will increase
The relationship with Jack leads to Thums Up becoming the go to mixer with alcohol

9. Thums Up Jack will increase profits for Brown Forman and Coca-Cola
Competitive Landscape Analysis
Expensive
205 Rs
Beverage
Price (Rs)
Thums Up 10
Bacardi Breezer 65
Smirnoff Ice
75-110
Sniffer Vodka
100
Teacher’s & Cola
Low Status
High
Status
CLV Analysis
Roughly 16$
10% of Target Market – 10 million total
$9,154,515 – marketing cost
Retention rate = jack daniel’s retention rate in us * 60% , and the new entrants in india
Customer Profit/Yr.
1, Rs
Retention Rate
53.99%
Discount Rate
10.00%
Inexpensive
CLV = $159,830,170