Marketing Communication: Case Study Analysis of BBQ Sauce Business

The report analyzes a marketing communication case study centered on a BBQ sauce business. It examines the challenges and opportunities in promoting the product, particularly focusing on the importance of effective communication strategies for customer engagement. The case study involves a business plan for selling the BBQ sauce and highlights the need for improvements in the communication plan. The report suggests strategies such as promoting the product in grocery outlets, offering discounts, providing free recipe books, and coordinating with grocery stores to enhance product visibility and customer attraction. The analysis emphasizes understanding customer preferences to offer better flavors and high-quality products. The report also references academic sources to support the findings and recommendations for improving the marketing communication process. The overall objective is to provide insights into how to effectively communicate with customers to improve the sales and the success of the business.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student:
Name of the University:
Author Note:

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MARKETING COMMUNICATION
Review of the Marketing Communication Process
Marketing Communication is one of the most important aspects to be developed while
structuring a systematic business plan. The transparency maintained in the customer
communication process ensures most of the benefits for the new business (Andrews & Shimp,
2017). Similarly, the case study depicts that Robert had structured a complete business plan for
selling their six dollar bottle Barbeque sauce to the customers in a new location. Frank
Rainsford, his father, reviewed the entire plan and presented his concerns regarding the
improvement of the communication plan. The further study would provide the implication for
developing the improvised communication plan that would be beneficial for the business in
terms of gathering the customers’ supports.
Having thirty plus years of experience, Mr. Rainsford has the adequate knowledge about
the customers’ concerns. It is observed that previously their business used to offer the products
and receive profitable amount from the customers by selling through a known grocery shop.
However, in order to let the customers know about the products and benefits, it is essential to
promote the product specifications in the grocery outlets. The products can be sold by adding the
discounts that can be attractive to the customers. Providing the free recipe book containing the
food prepared through the barbeque sauce would be attractive to the customers. Once the
customers would be impressed with the superior quality of the barbeque sauce, they would show
their interest in purchasing the product repeatedly (Luxton, Reid & Mavondo, 2015). The
grocery stores can provide the free sauce bottles for the purchase of certain amount of products.
Understanding the preferences would also help the business marketers to offer better flavor and
high quality barbeque sauces to the customers. The coordination with the grocery shops would
be much preferable in such cases.

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MARKETING COMMUNICATION
References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), 37-46.