Saxonville Sausage Company is a $1.5 billion sausage producer seeking to expand its Vivio Italian sausage brand. Vivio currently accounts for 5% of revenue but is the only product segment experiencing growth. The document outlines plans to target female heads of household, position Vivio as a solution for quick family meals, and launch a promotional campaign including magazine advertising, on-site events, and coupons to increase distribution of Vivio nationwide.

1. SAXONVILLE SAUSAGE
COMANY

2. AN ITALIAN
OPPURTUNITY:
VIVIO:

3. *70 Year old privately held business of GERMAN
heritage in OHIO.
*Mainly a producer of fresh pork sausage.
* Revenve of $1.5 BILLION in 2005
SAXONVILLE

4. BRATWURST:
70% OF TOTAL REVENUE. HEART OF BUSINESS,
BUT 0% VOLUME INCREASE IN 2005.
BREAKFAST SAUSAGE:
20% OF TOTAL REVENUE. SHOWED A DECREASE
IN MARKET VOLUME IN DEC 2005
THE PRODUCTS:

5. STORE BRAND PRODUCTS:
ACCOUNTING FOR 5% OF TOTAL REVENUE.
VIVIO:
:ACCOUNTING FOR 5% OF TOTAL REVENUE.
ONLY PRODUCT SHOWING AN INCREASE IN
MARKET VOLUME SHARES IN 2005,
GROWING SEGMENT (15% IN 2005)

6. *ENTERED THE MARKET IN 2002.
• NAMED VIVIO TO GIVE IT AN ITALIAN HERITAGE.
• PRESENT IN ONLY 16% OF LARGE SUPERMARKET IN
US.
• IT WAS MOSTLY MARKETED AND SUPPLIED IN
EASTERN US, UNLIKE BRAT AND BREAKFAST
NATIONWIDE.
CONDITION OF VIVIO IN SAXONVILLE
PORTFOLIO:

7. VIVIO: CURRENT SITUATION
Given italian name to increase the market share .
Inconsistent distribution pattern.
No clear positioning or market segmentation
Priced at par with other competitors but at 15% high
rate than store products.
Available only in 16% of the large supermarkets.
No effort or scheme in promotion.

8. • Launch a new successful Italian sausage brand to meet the
profits of the fiscal year.
• Must be done so that it not affects the sales of brat
sausage.(CANNIBALIZATION).
• Must be made available through existing distribution
networks.
• Positioned in every marketplace of strong foothold of
saxonville.
• Good promotion scheme.
OBJECTIVES

9. The need to understand current customer
behaviours toward the product, triggers to
purchase ,value to be supplied through
product,get to know core values or the role it plays
in people’s lives,its existing competition,pricing
startegy and more importantly products
relationship with the customer.
OBJECTIVE STATEMENT

10. Three qualitative and one quantative methods
were used to segment , target and get the value
of the product to the market.

11. • Gender, status,number of
kids,age,education,working status.
• Lifestyle: busy life, very little time for family
• Frequent , medium and heavy users
SEGMENTATION

12. The whole of US.
Female head of household.
Aged : 20-50
Anybody in need of quick and great dinner
Anybody trying to make something new with
sausage.
TARGET

13. Good nutritious meal.
Satisfying everybody needs in terms of taste and hunger.
As whole family loves to eat this product time spent
with whole family so family values
Creativity in terms of trying something new.
VALUE

14. • Family Connection
• Clever Cooking
• Confidence
• Appreciation
• Quick and Easy
• Tradition
POSITIONING TERRITORIES

15. What we have for dinner tonight?
Instead og groaning for new meals everyday that may or may
not be loved by everybody “VIVIO” can be “meal solution” for
mothers for serving good nutritious food to the family being
loved by everybody. Can also try to make something new for
family. Rest is about increasing “family happiness” ,core
values of family sitting around the “family table.”
POSITIONING STATEMENT

16. • Family happiness and core values to the family.
• Feeding good nutritious food and spending time with
children and family
• Easy to use and make ,can even try something new with
it.
• Loved by everybody
• Creating family experiences to be memoired, and a
perfect home.
PRODUCT BENEFITS

17. What should be the name of the product so that it
connects to the customerws
• VIVIO by SAXONVILLE, with an ITALIAN flag in
corner
• SAXONVILLE’S VIVIO,
* VIVIO –”The locally prepared Italian sausage” from
SAXONVILLE
THE PRODUCT

18. VIVIO-
The Italian name gives it the required
connection.
A new cbrand with a new name gives a tinge of
change and betterness.
SAXONVILLE provides the required brand
recognition and popularity and placement with
retailers.

19. The product must be placed at 15-20% higher SRP than store
products.
THE pricing of product must be such that it must be easily
affordable.
Must be at par with the competitors values (5%)higher maybe to
give it branded look and quality.
“Quality comes at a Price”
No discount on the product as ithis hurts it value and percieved
quality by the customer.
PRICING OF PRODUCT

20. Prominent placement in the italian sausage
section in every store and market area of US.
Placing and distribution through Saxonville’s
distribution routes.
In national “Supermarket” chain.
Nowhere in discount warehouses.
PLACE

21. * Female FHH@HOME
99% Influenced by other fhh’s.
* Magazines & Newspapers
* On- site
BOGO
events
*Coupons
Rice,pasta
Online coupons
PROMOTION

22. SEASONALITY: different peak purchasing periods
TARGET: FHH(Italian) vs MHH(brat)
EATING HABITS: special events vs everyday dinner.
All these sum up to low cannibalization.
CANNIBALIZATION
THEORY:

23. Launching – Januay-February(2007)
• Distribution campaigns,ad campaigns,website updation for the
product and sales info
• Magazine/online advertising before a month.
• On site camping/promotion,BOGO’S,offers with coupons.
• Complementary products along with launch.
• Post launch plans:
• * measurement control(product ideas & promotional ideas)
• *New scopes and growth ideas of product
ACTION PLAN

24. “its something you always have in the
house,because you can always do
something good with it.”
“everyone loves it”
“pizza, soup I use it like ground beef
and they love anything I make with it”
CUSTOMER
SATISFACTION