MKT500 – Marketing Management

Description

For this assignment, you will conclude your marketing plan by developing your hypothetical company’s integrated marketing communications strategy. The categories for the communications strategy include traditional, digital, social media, and cause-related marketing. You will also create a video to advertise your product or service as a social media influencer.

Note: You should make all assumptions needed for the completion of this assignment.

Instructions

Complete this assignment using the Week 10 Assignment Template Marketing Plan Part C Download Week 10 Assignment Template Marketing Plan Part C[DOCX].

Step 1: Download the template, and save it as Lastname_Firstname_MKT500_Week10_Assignment.

Step 2: Follow the instructions carefully as you complete the template. Be sure to utilize the resources provided and incorporate the required number of additional resources using Strayer Writing Standards (SWS).

Use at least two quality sources to support your writing. Choose sources that are credible, relevant, and appropriate. Cite each source listed on your source page at least once within your assignment. For help with research, writing, and citation, access the library or review the library guide.

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MKT500: Week 10 Assignment
MKT500: Week 10 Assignment Template: Marketing Plan Part C
Overview
For this assignment, you will conclude your marketing plan by developing your hypothetical company’s
integrated marketing communications strategy which will include creating a video segment that could
be posted on a social media platform aimed at your target audience.
Note: You may make all necessary assumptions needed for the completion of this assignment.
Template Instructions
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Complete all six sections of this assignment template. Detailed assignment instructions are provided in each
section.
Type all answers directly on this template. Read the instructions for each section and answer all the
questions using your own words and complete sentences. Note the required number of paragraphs for each
response. Do not simply copy and paste direct quotes from any source. Be sure to cite your sources if you
paraphrase or summarize other authors’ ideas.
Ensure your responses reflect your knowledge from the course readings and other resources. Provide a
detailed rationale for your responses supported by evidence from resources.
Review the assignment rubric to ensure you have completed all sections correctly before submitting the
template on your Canvas assignment page.
Produce writing that is clear and well organized and applies appropriate SWS style. Your writing should
contain accurate grammar, mechanics, and spelling.
Use at least two quality sources to support your writing. Choose sources that are credible, relevant (within
the last 5 years), and appropriate. Cite each source listed on your source page at least one time within your
assignment. For help with research, writing, and citation, access the library or review the Library Guide.
Save the file as: Lastname_Firstname_MKT500_WK10_Assignment and submit it through the assignment
link in your course. Note: Create and submit the video portion of the assignment in addition to the
assignment template. Instructions are provided in the Required Resources section below.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS assistance,
including citations and formatting. Please refer to the Library site for all support. Check with your professor for
any additional instructions.
Resources
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Course Textbook
How to Record Video or Audio Using My Media [PDF] (Note: Accessible in the assignment Resources
section of the Week 10 Assignment page in the course.)
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 10 Assignment
SECTION 1:
INTRODUCTION
Instructions: Your answer in this section should be 1-2 paragraphs.
*In each section of this assignment template, you will click/tap in the indicated field to type your responses.
The field will automatically adjust in size as you type.
1. Explain the key components for this part of your marketing plan, including how you will use the feedback
you received on Part B of your marketing plan to make improvements.
Click or tap here to enter text.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 10 Assignment
SECTION 2:
TRADITIONAL PROMOTION
Instructions: Your response in this section should be 2-3 paragraphs. Use complete sentences.
2. Describe the strategy for traditional promotion for the product or service and target market. (Include:
content/message, platform [advertising, public relations, sales promotion], and timing.)
Click or tap here to enter text.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 10 Assignment
SECTION 3:
SOCIAL MEDIA PROMOTION
Instructions: Your responses in this section will include a 3-4 paragraph written entry and a link to a
30-45 second video with a corresponding written script. Your video will be recorded directly on your
Canvas assignment page and linked in this template. Refer to the Instructions PDF linked in the
assignment Resources section of the Week 10 Assignment page in the course.
3a. Describe the strategy for social media promotion for the product or service and target market. Include:
content/message, platform, and timing.
Notes:
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Refer to the Week 8 social media marketing activity and the Week 8 discussion.
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This is a good section to use references to speak to the validity and choice of your social media
choices. That is, use an academic resource that shares their research on demographics and metrics of
the use of your chosen platform(s). For example, TikTok has xxx number of followers who are
between the age xx, have xx with income level of xx–xx, and like to share xxxx. Then cite/reference
the source.
Click or tap here to enter text.
3b. Create a script and record a 30-45 second video to advertise your product or service as a social media
influencer. The ad should reflect your social media strategy and should be focused on your target market
(audience).
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Refer to the Week 10 Assignment Course Resources for instructions on How to Record Video or Audio
Using My Media [PDF] to help you record your video. Don’t worry! You can record the video more
than once before you submit it.
Paste the link to your video URL in the field below: (Note: After you paste the link, hit the space bar to
make the link clickable)
Click or tap here to enter text.
Enter your written script in the field below:
Click or tap here to enter text.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 10 Assignment
SECTION 4:
DIGITAL PROMOTION
Instructions: Your response in this section should be 3-4 paragraphs.
4. Describe the strategy for digital promotion for the product or service and target market. Include:
content/message, platform, and timing.
Click or tap here to enter text.
SECTION 5:
SOCIAL RESPONSIBILITY OR CAUSE-RELATED MARKETING STRATEGY
Instructions: Your response in this section should be 3-4 paragraphs.
5. Develop a social-responsibility or cause-related marketing strategy most relevant to the product or
service and target market. (Note: refer to the Week 10 discussion.)
Click or tap here to enter text.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
5 of 6
MKT500: Week 10 Assignment
SECTION 6:
SOURCE LIST
Instructions: Use the space below to complete your source list. Be sure to utilize the Strayer Writing
Standards. Refer to your assignment instructions above to ensure you have the required number of sources.
Click or tap here to enter text.
GREAT JOB! YOU’VE REACHED THE END OF THE TEMPLATE!
BE SURE TO REVIEW YOUR WORK FOR CLARITY , SPELLING, AND FORMATTING BEFORE SUBMITTING . REFER TO THE
INSTRUCTIONS AT THE TOP OF THE TEMPLATE TO SAVE AND SUBMIT YOUR FINISHED ASSIGNMENT .
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
6 of 6
MKT500: Week 4 Assignment
Marketing Management
Lorenzo Windless
Strayer University
MKT500 – Marketing Management
Dr. Lisa Amans
1/25/2024
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
1 of 12
MKT500: Week 4 Assignment
SECTION 1:
INTRODUCTION
1. Write an introduction to your hypothetical company, describing its location, the product it makes,
or the service it provides, and introduce the key components for this part of your marketing plan.
The name of the company is called Big Dawg BBQ, it is the place to go for all barbecue fans in search
of an authentic, tasty experience. Big Dawg BBQ is situated in central Texas. Our steadfast
commitment to quality, passion for flavor, and community participation set us apart in the very
competitive food and drink market.
Big Dawg BBQ has professionals who are well-specialized at creating delectable barbecue dishes that
make our clients long for those summer nights spent gathered around the grill with loved ones. The
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
skill and dedication of the cooks are evident in every item on the hotel’s menu, from tender smoked
ribs to juicy pulled pork sandwiches. No matter the size of the events, Big Dawg BBQ can provide its
mouthwatering food and professional catering services to make it unforgettable.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
3 of 12
MKT500: Week 4 Assignment
SECTION 2:
MISSION STATEMENT AND GOALS
2a. Create a mission statement
Our mission is to serve delicious meals in a fast and friendly atmosphere that values our customers’
time and money while maintaining an atmosphere of total customer satisfaction. The importance of
speed and friendliness, together with the value proposition and other elements that contribute to a
memorable dining experience were the key considerations of choosing the above mission statement.
Big Dawg BBQ’s commitment extends well beyond what is immediately apparent. The company
aspires to become a renowned and esteemed brand synonymous with innovation, community service,
and excellence in the long run. We see ourselves as a household name, known all over the globe for
serving the finest barbecue, opening up shop in exciting new places, and growing our business in the
years to come. We take great pride in our goods by ensuring we source the finest ingredients fresh
from the local market and perfecting our slow-cooking procedures. Staying ahead of the curve when it
comes to culinary trends is our goal here at Big Dawg BBQ. We do this by consistently introducing
new and exciting flavors to cater to every customer’s needs. Community involvement is also
important to us since we believe barbecue has the power to bring people together. Finally, we want to
provide unrivaled customer service to make every meal we serve a memorable experience.
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
2b. Describe the short-term goals (within one year) and long-term goals (within five years) for your
company and appropriate ways to measure them both.
Without proper planning for both the short-term and long-term goals, expanding a restaurant’s
operations may be a daunting task. These objectives, which are often monetary, serve to accomplish
great things, improve the reputation of the brand, maintain financial control, and chart a course for the
business’s future growth (De Mol et al., 2020). Below are the short-term and long-term goals for the
Big Dawg BBQ company.
Short-term Goals
The business strategy lays forth a bold plan to increase the company’s market share by 15% in the next
fiscal year. This strategic attempt is set to be accomplished by a thorough strategy that includes
focused marketing, potential collaborations with local organizations, and a careful system for tracking
customer feedback. Measuring the success of marketing initiatives, tracking the rate of new
customers, and thoroughly analyzing quarterly reports on market share are all crucial key performance
indicators for this strategic endeavor.
The organization’s company also aims to launch three new signature dishes in the next five months
after a full year of operation. Culinary innovation, a well-planned advertising campaign, and a system
to gather client feedback will be put in place to help in achieving the goal. Over the allotted five
months, the following will be considered as part of the evaluation criteria for this culinary endeavor:
the number of sales, the quality of customer remarks, the level of satisfaction, and the rate of
adoption. This comprehensive strategy is set to strengthen the company’s position in the market and
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
culinary offerings, which will help it achieve its long-term goals of development and customer
retention.
Long-term goals
Big Dawg BBQ plans to cement its position as the market leader by increasing sales by 12% in the
next fiscal year. Market research, targeted advertising, and product diversity all contribute to this end.
Annual sales reports, increase in market share, and marketing performance are key variables to watch.
By optimizing costs and implementing strategic pricing, the company also aims to boost its profit
margin by 5% in the following two fiscal years. A thorough cost analysis, good supplier negotiations,
and competitive market research inform smart price decisions are all part of a well-rounded strategy.
Quarterly and yearly reports on profit margin, changes in the cost-to-revenue ratio, and consumer
reaction to price modifications are key indicators to watch. Big Dawg BBQ puts itself in a strong
position to thrive in the ever-changing food and drink sector by aiming to maximize profits while
surpassing industry growth.
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
6 of 12
MKT500: Week 4 Assignment
SECTION 3:
COMPETITIVE ANALYSIS
3. Develop a competitive analysis for your hypothetical company that reviews two competitors for
your company.
Two major competitors in the Texas barbecue market that Big Dawg Barbecue must take into
consideration are Killen’s Barbecue in Pearland and Snow’s Barbecue in Lexington. These companies
are well known in Texas because of their legendary status, enduring impact, customer satisfaction, and
representation of many facets of Texas BBQ culture.
Killen’s Barbecue stands out as a strong candidate due to its combination of a classically trained cook,
a pitmaster, and a long-standing restaurant company. Brisket, beef ribs, pulled pork, and other
traditional Texas smoked meats are available at Killen’s. The ability to reserve a table in advance sets
this business apart from others in the BBQ sector. Presenting a small menu that highlights good
quality is something it takes great delight in doing. The extraordinary culinary skill of Killen is the
foundation of its fame. It is defined by an unwavering commitment to perfect seasoning and smoking
techniques (Pulsinelli, 2022).
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
On the other hand, Lexington’s Snow’s BBQ stands out from the crowd because of its famous
pitmaster, Tootsie Tomanetz. The menu includes smoked pork steak and chicken served with a special
sauce made by the great-grandmother pitmaster, who is now 89 years old. Snow’s BBQ is famous for
both its tasty barbecue and the chance to see Tootsie Tomanetz in action. The establishment has
gained a reputation as a go-to spot for barbecue enthusiasts seeking the best Texas has to offer, and it
has been honored with several accolades, including induction into the Barbecue Hall of Fame (Walsh,
2016).
An examination of Killen’s Barbecue’s profile on several social media sites reveals a sizable internet
following across many channels, unlike the Big Dawg Barbecue which is still growing. The content
includes visually appealing photos of their food, glimpses inside their kitchen, and announcements of
new promotions. Commenting, sharing consumer photographs, and quickly responding to complaints
and criticisms are all ways Killen’s engages with its fans. Despite their little online presence, Snow’s
BBQ is active on social media platforms like Facebook. With Snow’s actively addressing customer
problems, they demonstrate their passion for customer participation, and customer reviews highlight
the unique interaction and great quality of the barbecue.
SECTION 4:
SWOT ANALYSIS
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MKT500: Week 4 Assignment
4. Develop a SWOT outline examining at least three strengths, weaknesses, opportunities, and
threats for your company. (Complete the written portion of the analysis below the table)
Strengths
Weaknesses
Opportunities
Threats
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Original and locally sourced spices recipe
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Trained culinary expertise
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Menu improvement.
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Untrustworthy suppliers
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Overreliance on Local Suppliers
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Lack of strong marketing efforts
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Expansion to Additional Locations
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Collaborations and Partnerships
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Online Marketplace Presence
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Intense Local Competition
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fluctuations in Supply Chain
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Trend towards healthy eating
Strengths
Professionals at Big Dawg BBQ are known for their high-quality, genuine tastes. The local
community is greatly involved with the company’s activities, collaborations, and charitable
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
contributions, which helps to build brand loyalty and a favorable reputation by distributing locally
sourced spices. New and exciting menu items are introduced regularly by the company to maintain
a competitive edge and draw in consumers.
Opportunities
Strategic alliances with nearby companies, influencers, and event planners provide an opportunity
for Big Dawg BBQ to broaden its audience. This growth has the potential to reach more people and
grow the brand’s share of the market. Another way to attract clients who want to buy barbecuerelated stuff online is to have a strong presence on online marketplaces. This might lead to
additional income sources. The goals of these plans are to increase awareness of the brand, draw in
new consumers, and tap into unexplored areas.
Weaknesses
In its early stages, Big Dawg BBQ experiences obstacles caused by low brand recognition therefore
the company should employ deliberate marketing and attempts to improve its reputation to reach a
wider audience. The company’s overreliance on local suppliers might impact the menu options and
consistency interruptions if the firm continues to depend on local suppliers who sometimes supply
contaminated products thus resulting in falling sales and damaged reputation. Big Dawg BBQ also
lacks a wider online marketing strategy in this digital era. To take advantage of the rising tide of
digital ordering, expand the company’s consumer base, and boost operational efficiency, the
business must upgrade its online presence with an intuitive website and thorough ordering system.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
10 of 12
MKT500: Week 4 Assignment
Threats
Established competitors such as Killen Barbecue and Snow, who have a dedicated client base
provide the company with fierce local competition. Strategic differentiation, strong marketing, and
unique selling points are musts for success in the marketplace. Changes in the supply chain might
affect the availability and cost of ingredients. To minimize interruptions, it is crucial to have backup
plans and to keep a careful eye on the suppliers (Wieland & Durach, 2021). A greater emphasis on
nutritious food options is impacting Big Dawg BBQ’s menu as a result of government and
organization initiatives to combat obesity and unhealthy eating.
SECTION 5:
SOURCE LIST
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 4 Assignment
De Mol, E., Cardon, M. S., de Jong, B., Khapova, S. N., & Elfring, T. (2020). Entrepreneurial passion
diversity in new venture teams: An empirical examination of short-and long-term performance
implications. Journal of Business Venturing, 35(4), 105965.
Pulsinelli, O. (2022, August 22). Killen’s Barbecue to replace Burro & Bull in Cypress. Houston
Business Journal.
Walsh, R. (2016). Legends of Texas Barbecue Cookbook. San Francisco: Chronicle Books LLC.
Wieland, A., & Durach, C. F. (2021). Two perspectives on supply chain resilience. Journal of
Business Logistics, 42(3), 315-322.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
12 of 12
MKT500: Week 7 Assignment
MKT500: Week 7 Assignment Template: Marketing Plan Part B
Overview
In this assignment, you will continue to build a marketing plan for your hypothetical company. In this
part, you will focus on the company’s branding strategy, primary target markets, and positioning
statement. Note: You may make all necessary assumptions needed for the completion of this
assignment.
Template Instructions
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Complete all five sections of this assignment template. Detailed assignment instructions are provided
in each section.
Type all answers directly on this template. Read the instructions for each section and answer all the
questions using your own words and complete sentences. Note the required number of paragraphs
for each response. Do not simply copy and paste direct quotes from any source. Be sure to cite your
sources if you paraphrase or summarize other authors’ ideas.
Ensure your responses reflect your knowledge from the course readings and other resources. Provide
a detailed rationale for your responses supported by evidence from resources.
Review the assignment rubric to ensure you have completed all sections correctly before submitting
the template on your Canvas assignment page.
Produce writing that is clear and well organized and applies appropriate SWS style. Your writing
should contain accurate grammar, mechanics, and spelling.
Use at least two quality sources to support your writing. Choose sources that are credible, relevant
(within the last 5 years), and appropriate. Cite each source listed on your source page at least one
time within your assignment. For help with research, writing, and citation, access the library or
review the Library Guide.
Save the file as: Lastname_Firstname_MKT500_WK7_Assignment and submit it through the
assignment link in your course. Note: create the audio portion of the assignment by following the
instructions PDF provided in the Resources section below.
This course requires the use of Strayer Writing Standards (SWS). The library is your home for SWS
assistance, including citations and formatting. Please refer to the Library site for all support. Check with
your professor for any additional instructions.
Resources
•
•
•
Course Textbook
Perceptual Map Maker
How to Record Video or Audio Using My Media [PDF] (Note: Accessible in the assignment
Resources section of the Week 7 Assignment page of the course.)
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
1 of 12
MKT500: Week 7 Assignment
SECTION 1:
INTRODUCTION
Instructions: Your answer in this section should be 1-2 paragraphs.
*In each section of this assignment template, you will click/tap in the indicated field to type your
responses. The field will automatically adjust in size as you type.
1. Explain the key components for this part of the marketing plan, including a re-introduction of
the company, and how the feedback received on Part A of your marketing plan will be used to
improve this Part (B).
In Part A of the marketing plan for Big Dawg BBQ, feedback indicated that the company needs to
expand brand awareness and establish a unique positioning to stand out from competitors in the
crowded Texas barbecue marketplace. To address these opportunities, Part B will focus on crafting
differentiated branding assets that telegraph the Big Dawg personality. This includes finalizing the
company name, logo, slogan, and brand extensions to reinforce consistency across touchpoints.
Additionally, Part B will develop a targeted podcast marketing campaign to promote Big Dawg’s
signature products and values to our defined primary audience. Part B will crystallize Big Dawg’s
competitive positioning within the crowded Texas barbecue landscape through a detailed perceptual
map. This analysis will assess attributes like taste, price, service, atmosphere, and brand personality to
clarify where Big Dawg differentiated itself versus alternatives like Killen’s and Snow’s. The
perceptual map will directly inform a positioning statement that speaks to our target audience and
summarizes our competitive advantage over the closest competitor. Communicating a compelling
position externally is critical for attracting BBQ lovers interested in an authentic experience with
Texas-sized flavor. The aim is to establish clear awareness, associations, differentiation, and expertise
in regional barbecue for long-term growth and customer loyalty. Monitoring audience sentiment,
engagement, and perceptions will ensure the plan achieves its objectives.
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 7 Assignment
© 2022 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be
copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 7 Assignment
SECTION 2:
BRANDING STRATEGY
Instructions: Your response in this section should be 2-3 paragraphs. Use complete sentences.
2. Develop a branding strategy for your product or service that includes the brand name, logo,
slogan, and at least one brand extension. For each item, be sure to include a detailed rationale
for your choice. (Note: you can include photos or other visuals for your logo by pasting them below
the text entry field.)
Brand Name:
Big Dawg BBQ is the selected brand name for the company. The straightforward name provides
immediate recognition and recall, directly referring to the restaurant (Schee, 1). “Big” communicates
the large portions, Texas-sized flavors, and bold experiential elements that customers encounter. It
positions the brand as substantial, prominent, and impossible to ignore. “Dawg” contributes a
conversational, approachable vibe while nodding to the anthropomorphized bulldog mascot. The
casual, southern implication allows customers to imagine hanging out and chowing down with an
oversized canine companion. Altogether, Big Dawg BBQ benefits from select impactful words that
paint a sensory image for patrons. The tight, catchy name sticks in memory and rolls off the tongue
when craving an authentic Texas barbecue meal.
Logo:
The logo for Big Dawg BBQ consists of an illustrated, smiling bulldog wearing a chef’s hat while
holding up a sizzling rack of barbecue ribs. Visually, the friendly bulldog anthropomorphizes the “Big
Dawg” brand name into a tangible character. His muscular physique and oversized proportions
portray vigor, strength, and heartiness. This echoes the Texas-sized portions and bold flavors Big
Dawg is known for. The cheeky grin projects a sense of playfulness and warmth, making the mascot
feel inviting instead of intimidating. The chef’s hat is a nod to Big Dawg’s pitmaster expertise,
artisanal methods, and scratch cooking approach. Finally, the rack of slowly smoked ribs represents
the quintessential menu item and barbecue focus. The ribs imply indulgence, flavor, and sauce-stained
satisfaction. Collectively, the fun logo encapsulates the brand personality in a single, vibrant image.
Below is the image of the logo.
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copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
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MKT500: Week 7 Assignment
Slogan:
“Texas-Sized Flavor” is Big Dawg BBQ’s succinct slogan. It communicates the large, bold, authentic
flavors the brand promises in just three words. “Texas” signals the regional roots and allegiance to
time-honored barbecue traditions of the Lone Star state. It immediately associates Big Dawg with
cherished southern cooking steeped in smoked meats and secret spice blends. For Texans, the phrase
taps directly into cultural identity and culinary nostalgia. “Sized” reinforces the abundant portions and
all-around expansive experience from the atmosphere to flavors. “Flavor” speaks to the menu’s
indulgent, mouthwatering taste profile, from brisket to ribs. The slogan is memorable and descriptive
and drips with barbecue passion that patrons can visualize and taste. Customers will be reminded of
Big Dawg’s differentiation as the pinnacle of Texas barbecue whenever they see or hear the phrase.
Brand Extension:
The Big Dawg BBQ retail line of signature sauces represents a logical brand extension opportunity.
Bottling the proprietary spice blends for grocery and online sales allows loyal customers to enjoy Big
Dawg’s flavors in their own homes whenever cravings strike. The sauces serve as a trial entry point
for newcomers before visiting the restaurant. The extension also provides an additional revenue
stream while expanding general brand awareness beyond just the restaurant locations (Vahdat, 2).
Customers form a personal connection with beloved brands they