Jack Daniel’s Social Responsibility Essay

This essay presents some of the very key issues expressed over the time factor and global changes with implications on how society accepts the attitude of the corporation in term of its social responsibility to the demands and expectations. Each era has set new challenges to the Jack Daniel so as to act in accordance with its policy of being socially responsible to sell its products with publicizing of regional marketing trends by also keeping in line with the production and running costs. In this essay, the points that have been discussed are that how consumers are stimulated in buying Jack Daniel products from the social and moral values exemplified by the marketing campaigns in pure responsible way of letting people know their concern to appropriate drinking age and self-accountability. The market trends are shown in this essay to reflect the growth and market strategy exercised by Jack Daniel, a company of Brown-Forman Conglomerate. The essay covers the following areas: Outline 1. Introduction to Social Responsibility 2. Social Responsibility in Entity Form 3. Getting to know Jack Daniel 4. Historical Perspective in Social Responsibility 5. Historical Perspective in Social Responsibility 6. Society Expectations 7. Corporate Social Strategy 8. Closer Look on Jack Daniels’ Social Responsibility 9. Success in the Responsible Attitude 10. Conclusion Introduction to Social Responsibility Social Responsibility appears in the society with two different perspectives as interpreted by the people setting up the norms of that society. Firstly, we act in a positive sense about which we perceive is our social responsibility to do so. Secondly, we renounce from the kind of act that seems to affect negatively to the society that again shows our social responsibility by behaving in such a manner. The evaluation of our act whether in positive or negative is determined by what kind of society we live in and how it is based on some pre-defined values and common understanding among the habitants. So every person, being part of the society, determines how he or she would react to the cultural values of society in form of positive or negative social responsibility, if truly accepting the responsibility. Human psychology has developed in such a pure form of ethical grounds that every consumer of alcohol drink believes to have right of buying a whiskey that is sold on moral standards of a society. Social responsibility speaks itself in both the cases of consumer and the producer that it starts from the producer’s end of responsibility to the consumer’s end to survive in the society with respect and on good grounds. Social Responsibility in Entity Form However in practical aspect, different entities (in form of people or organizations) tend to set their responsibility area as whether the entity is responsible to act for a specific purpose in the society. We can take example of an entity that is socially responsible for child labour rights; or for minority rights protection, justifies its position in society in the form positive responsibility. This also involves some entities that are of corporate nature including organizations, which are responsible to provide better growth prospective and benefits in terms of ethical obligations. Apart from self responsibility captivation, entities socially entitle in concerns of the society having an impact on the welfare and incumbent environment. Here I will discuss the case of Jack Daniel fulfilling the social responsibility by surviving in the global drinking society. Jack Daniel is basically a whiskey distiller based in US, whose founder is known as Jasper Newton â€Å"Jack† Daniel, is an entity of Brown – Forman corporation. Getting to know Jack Daniel Firstly, the company of Jack Daniel earns money by selling alcohol that is legally bought by people who are all willing to pay prices of such intake with their sole responsibility. For that reason, it is beyond the scope of responsibility of Jack Daniel to justify against each individual’s self responsibility to act humane in the society. Secondly, from the existing scenario, the conflict also arises that this all income is dependent entirely on the detriment of the whole lot that happens as a consequence to its sole business operations. So the company takes in no moral, if not social, responsibility for the people to invest or utilize its services/products. What Jack Daniel has adopted now as a promotion campaign in lieu of its social responsibility characteristic and being the sponsor Richard Childress in NASCAR racing; is their slogan of: â€Å"Pace Yourself. Drink Responsibly† Historical Perspective in Social Responsibility By moving through a timeline, we can very easily distinguish as how Jack Daniel has coped with the growing responsibility of surviving in the global industry, and in markets full of social and moral values. In the early stages of organizational restructuring, the company greatly emphasized on enhancing its public picture with acquaints and precautions of use of alcohol as commonly understood meaning of having its whiskey consumable after effects. We can with mutual understanding call it the awareness campaign that taking whiskey while driving or presenting in the society they should be in a judicious competence. The awareness has now spread comprises definitely of the marketing gizmos that more importantly accentuated on having their product (whisky) is solely considered for adults, thereby understanding the fact that they completely agree to the post conditions of drinking, when not being moderate. Drinking dilemmas were discussed during this time to publicly broadcast the facts and figures in this regard. By looking the historical defences, Jack Daniel, as speaking in terms of its parent company Brown-Forman, bears a history of highly approving social responsibility. Society Expectations Now that the consumers around the world are getting more sophisticated on the dynamics influencing their life, Jack Daniel is looking for such corporate strategies that not only comply with the positive attitude to the social norms in their market region, but are also effective in long term basis. No matter how the consumer behaviour changes in terms of the revolutionary or cultural tends, companies tend to mould their attitude, both positive and negative, with the regional social norms in perspective. People now seek out the brands, talking in standpoint of alcohols now, that more naturally agree with the society’s welfare. Specific consumers to a brand, like Jack Daniel, have built expectations vis-a-vis to the manner of addressing social concerns very firmly connected to its products and mode of business rules and policies. The protection of environmental laws and public health awareness campaigns have made Jack Daniel consider on lines of establishing links with the major social outcomes from different regions and cultural civilizations. Corporate Social Strategy However, considering the drivers’ class, Jack Daniel is spreading its straight and particular message around the world to all the civilizations and societies is to drink responsibly enough to drive carefully, as also explained above in Getting to Know Jack Daniel. Both in terms of selling and promotional stratagem, the company responsibly brought out its products bearing a positive gratitude towards its consumers with distilled spirits products. Jack Daniel’s marketing approach is primarily based on the target audience thereby addressing only the adults and consumers of proper legal age to drink. From the current promotional campaigns, it looks obvious that the company is seriously concerned about presenting their image as a corporate that stands on social values of its very varied consumers. Growing amongst global trends in specialized market and branding, Jack Daniel has emerged as a guide to the other entities by selling its products in a very responsible manner. Closer Look on Jack Daniels’ Social Responsibility Taking a look in to the recognition of the company, it is also a founding member of the Distilled Spirits Council of the United States (DISCUS). Clint Bowyer, a racing driver on its website, highlights the DISCUS convention in terms of its code of conduct that comprises of a very essential stipulation, which affirms its social responsible approach that â€Å"alcohol advertisements will only appear in media reaching an audience of at least 70 percent above the legal drinking age† (Clint Bowyer, 2006). Apart from the marketing strategies, another key point in brand recognition is to present a picture of the corporate with the most logical way of social awareness, that is to say, is by educating the public rather than only the consumers about the impacts of alcoholism. This approach can be seen in the market designed programs of its parent company Brown-Forman which emphasizes a lot on encouraging the adults and the youth to determine how to likely deal with the implications of drinking thereby surviving in the society with a respectful living. It has been observed that a large amount of investment in terms of funding programs to publicize the message of responsible drinking and consuming the products with their sole responsibility in selling and proper usage of products. Success in the Responsible Attitude As the latest financial statements by Howard Riell, Jack Daniel has clutched a top position as top whiskey brand in America with its national sales to almost another 6. 5% growth and precise selling of more than 45 million 9-liter cases (Howard). Consumers have shown very upbeat response to the brand in terms of speaking about its history of maintaining a tie with social values that are backed by the traditions followed in the forthcoming products and in retail market. Normally young age consumers are seen to be most happy about the distilled products from Jack Daniel, whose most prominent strategy is their employee age history as of ranging from 21-29 years. Also, the key success factor seems to be the relations the company keeps with its distributors and the concerned media in very rightful manner in promoting its products. There always seem to be something common about top most globally selling brands; also speaking of Jack Daniel, the regional popularity of the brand also shows the impinge on consumer buying behaviour. Socially acknowledged brand reveals a marketing niche on the consumers’ attitude to get a drink that is less hard than the competing brands and has successful reputation in the region where it may only be the single available brand. Also considering the media-speak-out to public, people feel that Jack Daniel products seem to be complying with the moral norms of broadcasting. Jack Daniel whiskey ads on the media network are seen as appropriate to be publicized based on the quality criteria of drinks and the company’s shift to liquor with quite handy to be sold on stores selling beer or wine. Conclusion From the evolution of human society in different parts of the world, people have tend to seek the quality in the products that have an impact as stimulating factors on their mind. Drinking of alcohol is prohibited in some cultures or religions in some parts of the world however where people have taken it as a vital element in their lives among earning, living, eating etc. So the competition of whisky (being an alcoholic drink) has emerged to classify whiskey manufacturers in order of their priorities for selling their products to the drinkers having a sense of affects of its usage. Jack Daniel has in these terms has quite successfully managed to enlighten its organizational strengths by recognizing the social responsibilities that entail around the corporate success factor. We can see this success originating from the main factors of social responsibility, as from the statement of â€Å"People recognize that global companies wield extraordinary influence, both positive and negative, on society’s well-being. † (Douglas, John, Earl 2004, p4). This social recognition in terms of its own corporate strategies of brand marketing and consumer attitude toward Jack Daniel products is a very high example of business taking care of human welfare with the condition of accepting the usage responsibility. Bibliography Douglas, John, & Earl, ‘How Global Brands Compete’, Harvard Business Review, p4, Harvard Business School Publishing (2004), Retrieved on November 22, 2006 Clint Bowyer. Official website (2001) Retrieved November 22, 2006, from http://www.clintbowyer.com/