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Saxonville sausage company
Saxonville sausage company
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
 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
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
Saxonville sausage company
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
Ann Banks: New Product Marketing Director
Laura Bishop: Head of Marketing Research
Liz Keller: Brand Consultant
Steve Sears:Vice President of Marketing
 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??
Saxonville sausage company
• 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
People Loved
Italian Sausage. It
was a meal that
brought the
familyTogether
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.
Dishes make with Sausage
were Easy-To-Make and
Family Pleasing as shown
in the Perceptual Maps
Saxonville sausage company
Saxonville sausage company
Saxonville sausage company
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
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
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
Saxonville sausage company
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
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
Saxonville sausage company

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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
  • 12. People Loved Italian Sausage. It was a meal that brought the familyTogether
  • 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