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SUCCESSFUL ~ARKEIlNG TO YOUNGER ADULT SHOKER$ WE CAN DO IT (OTHERS HAVE). 2. H~CAN DO ~)'I)~1ART WITH BASIC PRINCIPLES - GETTING ON TARGET (DIFFERENTIATION) ~ - USING GROWTH SECTORS (LEVERAGEA|iLITY) t~NOW THE TAR6ET INSIDE OUT ~ ° mARKET TRENDS " ]~1 NDSETS t ~AKE IT LOOK RIGHT TO YAS Eves - "SEGHENTS° YAS'$ KNOW ° CUES AND SYHBOLS 3. 1HI BOT~O~ LINE CX 8-K 3 ~4M03098

1. ~E CAN DO .iT -- OTHERS DIDI 1~0 EXAMPLES OF BRANDS 1HAT DID il -- AND J~: "° TURNIN6 A BI6 BRAND AROUND CX 8-L 84M03099

~'~ ~ Sou,¢e: ~ell D8¢8 (1983 Estluted) ~ . AD ~.YS JACX D'NI.L . I. • *UNDOUBTEDLY ONE OF THE CLEAREST EXAMPLES OF SUCCESSFUL ~ . Ry.e ~AR~J~G IH A DECLINING CAT[SO • S JD's SALES GAINS THROUGHOUT THE 1970'S AVERAGED ISZ GROVTH PER YEAR, MORE THAN TRIPLING ITS VOLUME OVER THE DECADE* SINCE RUH NECK AND NECK FOR #1 WITH JIM BEAM, THE LON~ ~ARKET LEADER. • JD HANAGEHENT SAYS THE BRAND WAS AFFECTED IN ~983 BY PRICE SENSITIVITY nWlTHIN CERTAIN SEGMENTS WHICH HAD BEEN AN EXPANDING PART OF THE BRAND*S FRANCN|SE.n (LIQUOR |NDUSTRY ~ARKETING, 198q, P. ME SUSFECT THAT THOSE eEXPANDING SEGMENTS: WERE YOUNGER ADULTS. CX 8-M 84M031 O0

JD*S AGE PROFILE ALSO RESEMBLES MARLBORO*S AND SUGGESTS THAT THE BRAND'S GROWTH HAY BE A FUNCTION OF AGING AND |RAND LOYALTY, SIMILAR TO MARLBORO OR NEWPORT (WHEREAS JIH ||AN IS RIDING THE HEAVY CONSUMPTION AGES)e BRAND USED "MOST OFTEN" SHARE RDI JIM BEAn q11 q91 156 150 78 3q qO 127 123 92 18 23 67 72 111 18 27I 32I 100 100 100 r~ omm~ HEU~LEIN DATA SHOWS AN EVEN PiORE DRAHATIC SKEW FOR JD, LEGAL AGE TO 3q 3S-q9 TOTAL SHARE OF BOURBON DRINKS CONSUHED 521 186 I6 57 6 21 28I ]00 CX 8-N 8 8.~M03101

JD'S 1ARGET • YA JD TARGETS YOUNGER ADULTS, ALTHOUGH ITS ORI6|NAL IDEA IN 195q WAS INTENDED TO CAPITALIZE ON HIDDLE'AGED HEN#$ NOSTALGIA FOR *HOH'S APPLE PIER* ~T'S RHARKETING STRATEGY HAS ENABLED JD TO DO EXTREHELY WELL AHONB~tELL-EDUCATED, AFFLUENT 18-~q YEAR OLD HALESR "" [SPECIALL'Y COLLEGE HALES "BY WHOM IT IS PERCEIVED AS A STATUS SYHB~ (AD AO[ 8/q/80) *I,m 8 5 CX 8-0

JD'S POST|ONING G JD IS TO BE SEEN AS *THE HOST CAREFULLY HADE, HIGHEST GUALITY, SUPERPREMIUH BRAND OF AMERICAN STRAIGHT HHISKEY ON THE HARKET.B ~(AA 8/q/80) SHOUL~'~ ~(FLECT "A SOFT-SPOKEN RESTRAINED PERSONALITY THAT ATTRACT~ S|HPLY BECAUSE IT NEVER SEEMS TO TRY TOO 7 "- eWE HAVE HAD A FIRM POLICY OF NEVER DISCOUNTING OUR PRODUCT (JD zxec GUOTED IN AA 8/q/80). A COIqtIANY DOCUHENT WRITTEN IN ]955 SAID THE JACK DANIEL'S IHAGE (AA ~*1HEY HAD[ IT RIGHT IN THE GOOD OLD DAYSB ITS AD CAMPA|GN CONVEYING THIS MESSAGE APPEARED IN |95q AND *HASN'T MOVED MORE THAN AN INCH OR TWO IN 2~ YEARS." (AD AGE 7126/8q) 8 CX 8-P 84M03103

ill t THE ADS "$EEH[D REVOLUTIONARY AT TIIqE ** THE LONG COPY WITH NO HEADLINE, DRAWING OF THE DOTTLE, |LA¢R AND ,.o,o. ,.,,o.,,-..,, ,,.-- R NOTHING ELSE WAS OUlTE LIKE IT. OUR ADS LOOKEO A BIT ODD AMONG TNt aOTTLE'AND'GLASS AND DEAUTtFUt. 'tOPL[ ADS." (AA 7/25/8q) VISUALS AND COPY ARE aDOrN NOfl~e AND NEIGHBORLY °* UNDERSTATED AND AUTHENTIC- • ITS PRODUCT IS BCHARCOAL NELLO~f[D DROP BY DROPe FOR eSIPPIN* SMOOTNU[SS'*

I I I II I I ~m~m II RECENTLY: "~Y TVO FAVORITE TENNESSEAHS "- JACK AND CHARLEY ~AHIELS*" l BECAUSE OF PRODUCTION CAPACITY, JD HAS SEEN PUT On ALLOCATION AT TIMES, LENDIN; IT A "HARD TO SET" IHAGE. (AA 8/q/80) e BUT JD HELPS THE HYSTIOU|. IT+ DISTILLERY IS ADVERTISED TO BE: NESTLED IN THE FOOTHILLS OF THE CUHBERLAND flOUnTAINS AT LvnCxluRs, ln {POP- 361)- " In A DRY COUNTY (THEREFOR~ "ILLICIT')- ON THE U-$. MATIONAL RESISTER Of HISTORIC PLACES- Og[9 66[0S ,=,-, ,-u -_, u~ m u.+ I,:+~

LOAD OF I lARD MAI~.E ~s a wd~:ome ~,[h~ ~o our ~/ckyard ~[~ ~c~u~ ~ ~ak~ a ~o pr~ly sm~h ~ ]~k D~n~l's. Ne~gh~ wi~h z u~ ~ ex~ ~ can c~m on ~r ~yin~ ~ h~ m~pk. Y~m see. i~ [aE~ a ~mh of~ ~o make enou[h charcoal to lus~ one of the chzrco=l n~llowmg v~s ~ ~r wh~k~ thm~h. I~ the sign' sm~h. m~s, ~ives J~ck D~n~l's well ~nh ~!1 we ~ ~ ~d supply. AWARENESS NUnDENS In THE LIQUOR INDUSTRY FoR [XAHPLE, IN A FIRST-HALF 198q STUDY, JD RECEIVED HONE nERTIONS THAN ANY OTHER BRAND THEN CONSUnEmS wERE ASXEU TO NAn[ TN[ FlmST LIouom ADVEmTISING T.AT CAnE TO ntno -- NOT JUST |OUR|OR (IflPACT 9/1/8q, p. THIS DOES NOT SEEM TO TOTALLY RESULT FRoIq SPENDING.

• JB iS A TOP SPENDER AMONG |OUR|ONS,'BUT IS ABOUT HATCHED BY 2°~ OTHER BRANDS. ITS "SHARE OF VOICEa ROUGHLY EGUALS ITS SHARE OF SALES. AB EXPENDITURES (flAGAZlHE/HEvslOOH) SHARE OF BOURBON SPENDtNG 10Z II][ lq~[ 161 SALES 11 1~ 16 16 16 • JD~EHPHASIZES HAGAZINES, BUT SPENDS HORE 00H DOLLARS THAN ANY OTKER.BRAND. UNLIKE ITS CONPETITORS, IT HAS NOT TOUCHED NEWSPAPERS UNTIL VERY RECENTLY. SPENDING PROFILE .,~ ~ J.~ ~ .~ ~ J.~.DAHJEL'S HkG. ~ ~ 28 26 21 21 1 ~'" 00H AL~bRSON ~AG. 61 61 59 60, 65 "e~ NEWS. 1~ 1~ lq 11 11 • 00H 26 26 29 29 2q • JB D'O~ CUSTOH SELECT ITS |OOKS TO REFLECT BOTH ITS TARGET AND IX~"~oe. ( -- YOUNGER ADULT - JD PUTS MORE "PAGES" IN,~0J~TL..z~,.~THAN ANY OTHER ~OOK (1982). " ]HE LIKES OF ~AHE~, ~SCOYE~, AND ~0THER EARTH NE~S, ~HICN OTHER BOURBONS RARELY TOUCH, -" "PREHIU~" DOUBLE OTHER BOURBONS' EXPOSURE IN BIG BUSINESS (E.G" FORTUNE) AND EDUCATED UPSCALE (E.G., HARPERS, ~TLANTIC). - Low E~PHASIS ON "TRADITIONAL" BOURBON VEH]CLES LIKE SPORTS ILLUSTRATED OR SOUTHERN LIVING. " HO ~LACK BOOKS. CX 8-T 84M03107