Product Life Cycle of Jack Daniel's

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Product Life Cycle is the course that a product’s sales and profits take over in lifetime (Kotler, 2009). The Brand that I will be discussing is Jack Daniel’s Distillery, Lem Motlow Prop, Inc.

Jack Daniel’s product development was started by Jasper Newton “Jack” Daniel in 1875 in Lynchburg, Tennessee. Although the company was founded in 1875 it first really started when Minister Rev. Call decided to sell the small distillery operations that he had to Jack, who at the time was only 13 years of age and mourning the recent death of his father.

In the period of the sales growth of this product Daniel’s was the first in Tennessee to use hot-air balloons as a promotional tool. He also started the practice of issuing commemorative bottles to celebrate certain events. The Jack Daniel’s name was in fact known in every home in Tennessee at this time because its rise in popularity. The company was given to Jack’s nephew Lew Motlow when he became ill because of gangrene. When he died his nephew took over the company and the name was now Jack Daniels’s Distillery, Lem Motlow. The United States Government issued a report to the company that: “Your charcoal mellowing process characteristics unknown to bourbons, ryes, and other whiskeys and thus Jack Daniels is officially designated as Tennessee Whiskey”. (Received by Oct. 24, 2009, http://www.vic.com/tnchron/class/jd.htm). Just from this letter alone Motlow knew that the Jack Daniel’s franchise had finally rise to its peak somewhere his uncle Jasper would have never thought.

Maturity is the period of slowdown in sales growth because the product the product has achieved acceptance by most potential buyers (Kotler, 2009). The company went through some hard times during the time of Prohibition in Tennessee. But Motlow was saddened by the fact that he had to shutdown the distillery but instead started mule trading which became the biggest such operations in the southeast. When the Prohibition finally ended, the distillery...
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