To succeed, the brand should link its product to the core values of their target consumers, so customers will feel good about using that brand. The outputs coming from the focus group discussions can be streamlined and refined to approach at some concrete positioning concepts and the consumer can then be asked to prioritize their preferences on the basis of its appeal to them.
Internal Situation See Appendix 1 for full listing Vivio has created an established relationship with consumers under the Saxonville brand name. How was the research methodology determined? The other crucial demographic parameters can be age and the number of children in the family.
Also, because children like to eat Italian sausage, there is a big probability that higher number of children in a family is likely to influence the purchase behavior of sausage to a greater extent. Selecting two different positioning territories: A second option would be to position the sausage with the phrase, Clever Cooking.
The Saxonville team believes Italian sausage has an untapped potential market with male cooks, who may want to make sausage a grilling staple for weekend barbecues.
Also, they can show about work life balance and need for quick and easy food wherein a mother can cook healthy and delicious food in minutes. While sale of bratwurst and breakfast sausage for over 5 years have been flat Saxonville sausage company with instructors notes essay little or no growth expected in short term, Italian sausage has been showing growth across producers in the retail sausage market and Vivio has managed to match that level of category growth as well.
The price of the product is adequate yet the company should spend more money on their advertising of this particular product. Therefore, I would like to segment out places like Texas and California where the penetration of these communities is the highest.
They were of the opinion that that they had a ready meal in the house in the form of Italian sausage always. All it needed was a little bit of creativity and within minutes they had something to serve which the entire family enjoyed.
Strategic Alternatives See Appendix 2 for pros and cons of each alternative After much research and examination, there are a few options the company can consider to improve their place in the market. Clever Cooking concept allows working mothers to prepare homemade, great tasting meals quickly and easily.
The company underperformed the market in breakfast sausage, resulting in a double-digit decline in revenue. Also, because of the inherent spiciness in Italian sausages, it is likely to appeal to immigrants from India, Mexico, Middle East and the like.
I would consider them as an important demographic segment as well. As such many mothers do not have the time to prepare home-cooked, great tasting meals.
The current situation of the company can be best explained with the help of a SWOT analysis.
The best source for insight on how the company should position itself is females, since they are the primary purchasers and prepares of Italian sausage. In order to decide my positioning strategy, I would then go for multiple focus group discussion sessions with consumers to understand what they think of the product.
The research methodology was designed as a four step process. This will enable the company to see which geographical areas they are missing, while not taking focus away from present customers. It was easier to provide tactical support for Clever Cooking. Despite this slow progress of the market, Italian sausage showed growth across producers in the retail sausage market.
Tactics for product launch: External Situation See Appendix 1 for full listing The number of people eating sausage for breakfast is decreasing, as it is becoming more of a staple for special occasions, such as weekends.
This should be done because I believe that only then would I be capable enough to develop an ideal positioning strategy.
They must now determine an ideal name for their line of Italian sausage, and if they should continue nationally with the Vivio brand name, or create different tactics, including a name change, in positioning the product. Yet, with the right marketing plan, Saxonville has the potential to become a national category leader and make their product popular amongst every major grocery store in the U.
In order to determine the best positioning strategy, Banks conducted qualitative and quantitative research from target consumers to understand their behaviors and needs. In order to gain a clear understanding of the product benefits, attributes and ideals, the company needs to understand current behaviors, consumer triggers to purchase, and their unmet needs, through extensive research and consumer analysis.
Get Access Saxonville Sausage Case Analysis Essay Sample Saxonville Sausage Company, a year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base.
However, I believe that there is also a key segment of single, working men and women and university students who stay alone and are likely to cook their own food preferably something which is quick and easy to make that have been totally ignored.
This idea is more distinctive and durable having resulted in the highest number of purchase intent when compared to the other concept.
The company can market Italian sausage to Italian fresh markets which are known for their high quality meats.
For example, by print and TV ads, they can integrate family connection into clever cooking by showing visuals of a working woman catering to a large family around a dinner table.
It was the one meal for which she did not have to call the family to the table to eat Exhibit 4.Saxonville Sausage Case Analysis Essay Sample. Saxonville Sausage Company, a year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base.
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Get the knowledge you need in order to pass your classes and more. (See Note 1) Based on industry averages, this would increase Revenue by $29M, a 28% increase and add a % market share increase of. Related Documents: Essay about Saxonville Sausage Company Case Summary Essay on O&M Case Summary O&M Case Summary Owens & Minor, Inc.
is a distributor of medical and surgical supplies. Read this essay on Saxonville Sausage Company. Come browse our large digital warehouse of free sample essays.
Get the knowledge you need in order to pass your classes and more. Only at ultimedescente.com". Current situation: Saxonville Sausage Company’s business basically consists of bratwurst, breakfast sausage and an Italian sausage, Vivioaccounting for 70%, 20% and 5% of revenues respectively.
While sale of bratwurst and breakfast sausage for over 5 years have been flat with little or no growth expected in short term, Italian sausage.
The current date is March and Ann Banks, the new product marketing director of the Saxonville Sausage company has to present her plan, developed after a serious research process, for launching a national Italian sausage brand, in order for the company to achieve its profit objectives for the next fiscal year.
Saxonville was a 70 .Download