IGNORE THE PART 1 & 2 INSTRUCTIONS IN THE CASE STUDY

Use the information in the case study provided to elaborate on each section

Business Objective (State the overarching company or organization goal or initiative that this communication supports. Do not state the purpose of your specific communication.)

Before you begin developing the communication, use the following to plan the strategy that you want to use in your written document or presentation. Submit the typed or neatly printed worksheet with each assignment. Write your analysis underneath the element and description.

Communication Outcome (State the desired result of the communication, that is, the understanding, response, or action that should occur once your message is received. Do not state your purpose or what you will do.)

Primary Audience (Identify and analyze the primary audience in depth, that is, the person or group of people who can best accomplish the communication outcome. In the analysis, identify the primary audience's knowledge, experience, motivation, needs, and expectations relative to the outcome you want to achieve.)

Main Message (State in one concise sentence the single summary statement or overarching idea that you must get across to the primary audience in order for your communication to get the desired results, or outcome.)

Communicator (Identify the person who should deliver the message to the primary audience. Describe this person's initial credibility regarding the issue and message, factors that influence his or her credibility, and ways the communicator demonstrates a positive leadership ethos relative to the primary audience.)

Secondary Audience (As needed, identify who the communicator should copy or invite to hear the exact communication that is delivered to the primary audience. This may be the communicator's boss or someone who needs to know that the communication has been delivered or who is monitoring communication effectiveness.)

Resistances (List any objections or questions the primary audience may have regarding your message. State what you plan to include in the communication to counter or answer each one.)

Benefits (List the selling points that you can use to convince the primary audience to accept and act on your message. Be specific about what's in it for the primary audience if he or she accepts your message.)

Approach (Describe the best approach tell, sell, consult, or join; direct or indirect; formal or informal. You may also include the organizational device. Consider your audience analysis and your audience's possible resistances to your message.)

Key Points (List the 3 or 4 topics that will structure your communication [see DB's Pyramid Principle]. Be specific and descriptive; do not list your actions or questions. Make sure the sequence of topics is compatible with the approach you identified above.)

Channel (Identify the best single medium or forum for delivering the message to the primary audience. Consider the time-sensitivity, level of resistance, need for feedback, confidentiality issues, appropriateness for the culture and situation, logistics, requirements, and other practical matters.)

Context (Describe the atmosphere and/or environment in which the communication will occur. Consider the situation, culture, timing, and conditions that can affect the way the audience receives your message.)

Case - New Product Introduction Able Butter Corporation - New Product The research and development arm of. "Able Butter Corporation" has just created a new product. It is a type of artificial butter that is based on Peanut Oil. Marketing executives have been informed of this new product and are elated at the possibility of introducing it into their distribution channel. Their main excitement is based on the fact that their scientists have been able to virtually eliminate the harmful fats that traditionally have prevented peanut oil from being used for such products as a butter substitute Unfortunately, there will need to be a substantial investment in new processing equipment. It is estimated it could be as much as $30,000,000 in the first year just to convert two of the four plants globally where oil-based consumer products like this are currently being made. Part 1 (Memo): As the Senior Vice President representing the Marketing, Sales, and Research departments, you must prepare a two-page memo justifying the investment in this new process. This evaluation committee will have at least the following people: President of North American Operations, the Plant Manager (from the largest of the facilities to be converted - located in the US) and one individual representing your largest retail grocery distribution channel - Kroger. The memo should be addressed to the President, Ms. Pat Waters and copied to the others on the committee. It should follow a standard business memo format. It is important that you provide credible information to support this concept and product. Obviously it is a persuasive memo and the audience should be pushed to take a positive step toward your recommendation Part 2 (Email): Although the preliminary reception to the idea was positive based on your memo and supporting documentation you provided later, additional high-level meetings with the Kroger representative and their board, raised two issues. First, a few fear that some of their consumers that have life-threatening allergies to peanuts and other nut products will voice their concerns through social media outlets dampening reception of the new butter alternative by providing false or misleading information. Second, the Kroger board questions how Able Butter Corporation will promote the new product. In other words, what three product points will undergird marketing campaigns to consumers. After briefly researching the board members of the Kroger Corporation, write an email that attempts to allay their fears. In addition list the three points that Able Butter Corporation will promote through Kroger (B2B2C messaging). Make sure to mention that supplemental information will be provided after you get their response to the email and make sure to provide them a clear "next step" in this process. Case - New Product Introduction Able Butter Corporation - New Product The research and development arm of. "Able Butter Corporation" has just created a new product. It is a type of artificial butter that is based on Peanut Oil. Marketing executives have been informed of this new product and are elated at the possibility of introducing it into their distribution channel. Their main excitement is based on the fact that their scientists have been able to virtually eliminate the harmful fats that traditionally have prevented peanut oil from being used for such products as a butter substitute Unfortunately, there will need to be a substantial investment in new processing equipment. It is estimated it could be as much as $30,000,000 in the first year just to convert two of the four plants globally where oil-based consumer products like this are currently being made. Part 1 (Memo): As the Senior Vice President representing the Marketing, Sales, and Research departments, you must prepare a two-page memo justifying the investment in this new process. This evaluation committee will have at least the following people: President of North American Operations, the Plant Manager (from the largest of the facilities to be converted - located in the US) and one individual representing your largest retail grocery distribution channel - Kroger. The memo should be addressed to the President, Ms. Pat Waters and copied to the others on the committee. It should follow a standard business memo format. It is important that you provide credible information to support this concept and product. Obviously it is a persuasive memo and the audience should be pushed to take a positive step toward your recommendation Part 2 (Email): Although the preliminary reception to the idea was positive based on your memo and supporting documentation you provided later, additional high-level meetings with the Kroger representative and their board, raised two issues. First, a few fear that some of their consumers that have life-threatening allergies to peanuts and other nut products will voice their concerns through social media outlets dampening reception of the new butter alternative by providing false or misleading information. Second, the Kroger board questions how Able Butter Corporation will promote the new product. In other words, what three product points will undergird marketing campaigns to consumers. After briefly researching the board members of the Kroger Corporation, write an email that attempts to allay their fears. In addition list the three points that Able Butter Corporation will promote through Kroger (B2B2C messaging). Make sure to mention that supplemental information will be provided after you get their response to the email and make sure to provide them a clear "next step" in this process