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Boosting Jack Daniel’s Sales with Innovative Jack Tap Activation Strategy

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The Jack Tap activation plan aims to enhance Jack Daniel’s visibility in competitive beer accounts by targeting new drinking occasions. The primary goal is to achieve a 15% sales increase within three months of implementation. The strategy includes installing the Jack Tap in key outlets, conducting weekly activations, and utilizing mystery shoppers for quality checks. With high-margin cocktail options like "Jack & Coke" and "Jack & Ginger," the initiative aims to create exciting new point-of-sale opportunities, ultimately increasing spirits volume and market share against declining beer sales.

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Boosting Jack Daniel’s Sales with Innovative Jack Tap Activation Strategy

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  1. THE JACK TAP KEY OBJECTIVES • OBJECTIVE 1: Target new drinking occasions in competitive beer accounts. • OBJECTIVE 2: Increase Visibility. Centre positioning on the main bar in target outlets. • GOAL: Jack Daniel’s to record +15% increase in the first three months of implementation at outlet level. • BENEFIT.Create an exciting new point of purchase targeting sales of an iconic, high margin, low Bev cost cocktail, “The Jack & Coke | Jack & Ginger | Jack & Apple Juice | Jack & Lemonade”.

  2. THE JACK TAP ACTIVATION PLAN • SELL IN & CONFIRM ACCOUNTS: Confirmation required by 1st August (Target accounts to be communicated to KAM’s individually). • INSTALLATION: Installation to take place between 4th & 8th August 2013 by Brand Mangers. • KAM OBJECTIVE: Outlet beer/JD data to be collected prior/after installation of Jack Tap. • JACK PACK ACTIVATION: To be conducted once a week, for the first month upon confirmation by the outlet. • MYSTERY SHOPPER.To be conducted during the first 3 months from date of implementation, upon confirmation from participating outlets. • (Jack Daniel’s Merchandise to be used)

  3. FIBBER MAGEES | SHZ ROAD LEFT BANK | SOUK AL BAHAR HARRYS BAR | CROWN PLAZA HOTEL APRES | MALL OF EMIRATES CHAMPIONS SPORTS BAR | JW MARRIOTT HOTEL BEYOND EL RANCHO | MARCO POLO HOTEL

  4. Jack Tap| Left Bank Cocktail Bar Results 2 WEEKS “BEFORE”JACK TAP INSTALLATION 2 WEEKS “AFTER”JACK TAP INSTALLATION JACK DANIEL’S SHARE OF SPIRITS +10% JACK GROWING VOLUME AND GAINING SHARE OF SPIRITS! BEER IN DECLINE! • Total spirits vol. increased from 226 bottles to 310 bottles (+37%) • Total Jack Daniel’s vol. increased from 28 bottles to 60 bottles (+114%) • Total beer volume declined from 38 to 33ltr kegs (-13%) Source: EPOS Data, Left Bank Souk Al Bahar, 20/07/13 to 31/08/13

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