Jack Daniel's

Jack Daniel's

Overview

For more than 150 years, Brown‑Forman has responsibly built fine quality beverage alcohol brands. Some include Jack Daniel's, Chambord, Herradura & Woodford Reserve.

Challenge

To create a comprehensive playbook that would allow all Brown-Forman Ecommerce personnel worldwide to understand how Amazon works and how best to engage with, and execute, a strategy based on the specific requirements in their locales.

Approach

Following a detailed brief from Nareni Hourican (Global eCommerce Director, Brown-Forman) and Gernot Goebel (New Channel Manager, Brown-Forman Deutschland) we created a 170 slide playbook which covered all the topics below to provide a handbook for any team members without specific Amazon knowledge to be able to leverage the world’s largest marketplace in their pure-play strategy.

As it was such an all-encompassing project, the deck had strategic input from our Founder and Managing Director, as well as content areas covered by the ads, copywriting, graphic and tech teams.  

The sections of the deck included:

1. Why Amazon?

2. Models to Sell on Amazon

3. 1P (Retail Model)

4. 3P (Seller Model)

5. Optimise Products (Retail and Seller)

6. Advertising and Promotions

7. Analytics

8. Tools & Platforms

9. Next steps and Conclusions

10. Appendix

Result

Following the successful completion of the three month project, Brown-Forman project lead Nareni was delighted with the content and level of detail in the deck and said it would be a transformative resource in the company’s worldwide Pure Play strategy.

If you would like Sitruna to help you with your Amazon strategy, please don’t hesitate to reach out by scheduling an appointment with us by clicking the ‘Let’s talk’ button at the top of the page.

A word from client

"A transformative resource in the company’s worldwide Pure Play strategy" - Nareni Hourican (Global eCommerce Director, Brown-Forman)

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