3. PESTL Model

5. POLITICAL
• Alcohol Laws and Regulation
• Taxes

6. ECONOMIC
• Cost of Product
• Income
• Unemployment Rates
• Interest Rates

7. SOCIAL-CULTURAL
• Target Markets – Current and Potential
Customers
• Drinking culture of Australia

8. TECHNOLOGY
• Use of Social Media
• Online Advertising
• Digital Media

9. LEGAL
• Under age drinking
• Advertising must comply with standards
• Drink driving

10. Market Segmentation

11. Values:
• Masculinity
• Pride
• Power
• Independence
• Potency
• Classic style

12. Competition in Australia
Regular strength beer is the preferred alcoholic beverage in
Australia for 18-34 year old Males

15. Product Perception

17. Jack Daniels wants to be
perceived not as a bourbon and
not as a scotch
but as a Tennessee whiskey

21. Communication Campaign