CASE STUDY INFORMATION

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. 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

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Provide analysis underneath the element and description:

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

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 message. plan what to include in the communication to counter or answer each one.)

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

Approach (Describe the best approach — tell, sell, consult, or join; direct or indirect; formal or informal. include the organizational device. Consider audience analysis and the audience’s possible resistance to message.)

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

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