Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Saxonville sausage company
3. Saxonville is a 70-year-old Company with 2005 revenues approximately $1.5 billion. It sells a
variety of Pork Sausage products:
Bratwurst
70% of Saxonville’s
Revenues
Flat growth
Cooked Mainly in
weekends
PeakVolume Season-May
to September
BBQ positioning
Breakfast Sausage
20% of Revenues
Negative Double Digit
decline
Cooked as Morning
Meals
PeakVolume Season-
November to March
Hot Family breakfast in
minutes positioning
Vivio Italian Sausage
New Entrant , 5% of
Revenues
15% growth
Available in just 16% of the
Country
Cooked for Dinner
PeakVolume Season-
October to February
Italian Heritage Positioning
4. Italian sausage has grown at an annual rate of 9% in 2004 and 15% in 2005.
Saxonville’sVivio was available in just 16% of the nation’s large supermarkets,
primarily in Boston, New Jersey, NewYork, Maryland, and South Carolina.
Currently Brand Positioned only through its packaging :The Label on it says ‘Vivio
fresh Italian sausage’ and has an Italian flag in one corner to give it a Italian
heritage positioning .
The brand Only supported with base trade spending: Money given to retailer
accounts to put the product on deal (i.e., at a sale price) and to pay for space in
the refrigerator case.
Priced Comparative to Competitors
5. Strengths
the Brand has gained multiple
facings
Saxonville can spend substantial
amount on it
Saxonville’s National Distribution
Network
Weaknesses
Saxonville has a strong German
Heritage
No clear Positioning
Opportunites
High Growth Category
Have not yet been
introduced in large
geographical segments
No big National Player
Threats
29 local Players givingTough
Competition
Can Cannibalize other Saxonvile
Brands
7. 1. Develop a national product under the Vivio name
or as a new brand and make our product one that
every major grocery account in the U.S. will want
to carry
2. Limit Cannibalization of Other Products
8. Ann Banks: New Product Marketing Director
Laura Bishop: Head of Marketing Research
Liz Keller: Brand Consultant
Steve Sears:Vice President of Marketing
9. What is the core value among the consumers the product positioning should
connect with?
How to match up core values in the ‘hearts and minds’ of consumers with the
attributes of a product ?
What is the ideal name for Saxonville’s line of Italian sausage? Should a national
entrant continue with theVivio brand name, or have a different Italianate name, or
utilize the Saxonville name to leverage the company’s heritage and brand equity?
What is the plan to get the desired positioning??
11. • Busy Female Head of the families
• Age : 20-50
• Geographically spread all-over the country
• BehaviouralTraits:
A Good Homemaker
Feed her family Nutritious andTasty food
Want the Family to spend time together
13. Italian sausage was used
as an “ingredient” food
in sauces, soups, and
casseroles, or sautéing it
with a few vegetables
and then combining
with pasta or rice.
14. Dishes make with Sausage
were Easy-To-Make and
Family Pleasing as shown
in the Perceptual Maps
18. Family Connection:
Pros:
Recalled by Italian
Positioning
Emotional Connection
Not yet Exploited
Cons:
Easily Copiable
Implied by most products
Creative Cooking:
Pros:
Easy to Implement
Cons:
Less Aspirational
19. Consumer Positioning Concept Assesment
Quantitative Analysis of Positioning-Intention Dependency
PURCHASE INTENT CONCEPT
Family Connection Clever Cooking
(A) (B)
BaseTotal Respondents (250) (256)
% %
Definitely/ProbablyWould Buy 81 72
Definitely would buy it 23 41
Probably would buy it 58 31
Might or might not buy it 15 26
Probably/DefinitelyWould Not Buy 4 2
Probably would not buy it 1 1
Definitely would not buy it 1 1
20. Family Connection
Reason:
Creative Cooking can be embedded with this
positioning and it is already perceived by Sausage
Consumers
Connect with the consumers emotionally
It is a aspirational value
Studying Focus Groups shows that Consumers will have
Highest Intention of Buying for this Positioning
22. Vivivo By Saxonville
This Branding will
not use Saxonville
Brand’s Equity as
one that make
Quality Products
This Branding will
impose a German
Heritage on Italian
Product as Saxonville is
known for its German
Heritage
This is the Best Branding
possible which would
Ensure Italian Heritage for
the product and use
Saxonville Brand’s Equity
as well
23. Different Occasions
Dinner vs Breakfast
vsWeekends
Positioning
Saxonville as Family
Company will help
all the products
Different Peak
Purchasing Seasons
of the Products
Low
Cannibalization