Ann Banks is tasked with launching a new Italian sausage brand for Saxonville Sausage Company to meet profit objectives. She conducts market research through focus groups which reveal customers see Italian sausage as a quick meal solution. Two potential positioning concepts are identified: "Family Connection" and "Clever Cooking". Additional quantitative research shows "Clever Cooking" has higher purchase intent. Banks decides to position the new brand as "Saxonville Italian Sausage" using the "Clever Cooking" territory to appeal to time-strapped mothers. The brand will leverage Saxonville's reputation for quality and emphasize fresh, easy-to-cook attributes.
Marketing Strategy and Plan for Viviamo by Saxonville sausagesAnurag Jaiswal
Prepared by the students of marketing strategy at the MBA program of IE Business School, this presentation proposes a marketing strategy for launching a new brand of Italian sausages in the United States.
Marketing Strategy and Plan for Viviamo by Saxonville sausagesAnurag Jaiswal
Prepared by the students of marketing strategy at the MBA program of IE Business School, this presentation proposes a marketing strategy for launching a new brand of Italian sausages in the United States.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
Crafting winning strategies in a mature market - US wine marketSaurabh Arora
The Industry Landscape in 2001
US: 4th largest wine producer in the world
US: 34th in world per capita wine consumption
Top 8 firms produce more than 75% of all the wine volume
Estimated 2500 firms produce the remaining 25%
Dominance of few large players in the low price market
Greater shelf space & high marketing budget
1990s: Consolidation of retailers and distributors across US
No of distributors fell from 5000 to 250 by 2000
Only 50 to 100 left with access to widespread national distribution
Large retail consolidation in US
Top 10 supermarkets control 55% of the US market in 2000
Majority of producers are focused on low volume/high price to gain maximum return/margin
Distributors are focused on high volume/low price to maximize economies of scale
Near impossible for a new company to establish itself
Low barriers invite more players to wine market
Porter’s five forces analysis
Threat of new entrants – HIGH
Low barriers to entry for new players in wine industry
Firms spent 40% of their expenditures on marketing and distribution
Existing rivalries in industry – HIGH
Total no of wineries in US increased by more than 400%
Glut of grape supply due to low growth in demand
This put downward pressure on price and margins
Bargaining power of Buyers – HIGH
More players are entering the market
Production outstripped demand by 20%
Consolidation of retailer and distributor
Bargaining power of Suppliers – LOW
Wine producers with their own vineyards attempts to control the operations starting from production to distribution
Threat of Substitutes – LOW for Budget
Only 10% people drank wine regularly
Of the remaining 90%, 46% preferred beer or spirits
35% drank alcoholic beverages other than wine
This slideshow was created to showcase the marketing research involved in the strategic decision-making process. This presentation represents a decision for the marketing team at Barco Projection Systems, on how to combat the incoming Sony 1270 projector model. This presentation includes a brief history, situation analysis, options for Barco, and an ultimate decision based on this research. This Powerpoint presentation was completed for a Marketing Management & Strategy course.
Great Divide Brewery - IMC Campaign (Student Project)Erica Augustine
This was a group project in which my teammate and I chose a local company for which to write an Integrated Marketing Campaign. We chose <a>Great Divide</a> Brewering, a brewery located in downtown Denver. We met with a company representative who gave us some great background information on the company, we researched the company's competitors and the craft beer industry, and we wrote a campaign that incorporated some of the company's actual future plans and budget to create a cohesive, targeted, and realistic plan. The plan includes objectives, a message and message tactics, evaluation, budget, and implementation. The course culminated in a presentation to our professor and a Great Divide representative and was well-received by both. Below are the slides we showed during our presentation.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. • A 70-year old, privately held family business
• Produces pork sausage products,
predominantly fresh sausage
• Generated $1.5 billion revenue in 2005
What is Saxonville Sausage Company?
3. • The new product marketing director at
Saxonville Sausage Company
Who is Ann Banks?
4. • Plan and launch a new Italian sausage
brand in order to meet the profit objectives
of Saxonville
What is her job?
5. • Steve Sears- manager of Saxonville
• Laura Bishop- director of market research at
Saxonville
• Team ‘Project Score’ comprising of colleagues
from R&D, sales and marketing, and graphic
and design departments
Who will be helping her?
6. • Saxonville produces 3 branded products:
1. Bratwurst
2. Breakfast sausage
3. Italian sausage Vivio
The Current Situation
8. • Distribution is regional
• Bratwurst and breakfast sausage had very
little distribution in stores in the
Northeastern markets
The Current Situation
9. • Growth situation:
The Current Situation
BRATWURST
• Flat sales
• 0% volume
increase
BREAKFAST
SAUSAGE
• Underperformi
ng
• Double-digit
revenue
decline
VIVIO
• Matched level of
nationwide
category growth
• 9% annually in
2004, 15% in
2005
12. An Italian sausage product could be introduced
by Saxonville to fire up its sales and reach the
profit objectives
13. How Vivio made its mark?
In 2002, in the Northeast, brats wasn’t very famous. An Italian
product, thus, could have fit in.
Vivio was then introduced . An Italian name was given to indulge
the customers as Saxonville was German-seeming.
Price was kept comparable to regional Italian sausages and
required trade support was given.
14. 1. By indicating ‘authentic Italian heritage’ (the
case of Vivio)
2. By emphasizing ‘freshly and locally made’
products
How was a brand positioned?
15. • How to position the new brand?
• Extend Saxonville’s line or introduce a new
brand?
• What core values do the customers seek?
• Which potential territory to target?
• What should be the product attributes?
The Questions!
16. To understand a rising product opportunity and
introduce a new brand to generate profits
• Market research conducted via focus groups
• Study focus groups
• Understand the illustration of research design
variables
Why study this case?
17. Apply the concepts of brand positioning
• How should a new brand be positioned
• How to decide on brand extension
• How to ensure that other product lines under
the existing brand are not cannibalized
Why study this case?
18. Demonstrating how the attributes of a new
product should be decided
• Core values that the customers seek
• Graphics and design of the product
• Sales and marketing
Why study this case?
19. • Vivio was supported only through base trade
spending
• It was making distribution gains, but there was
a need to stay competitive
• Management was just skeptical of positioning
The need for market research
24. • Because of the ‘home-grown heritage’
• To ensure fresh products, as national brands
principally sold frozen products
Why not a national Italian sausage brand?
27. Initiation:
• 4 highly interactive “mini” pilot groups out of
a Pennsylvania research facility were formed
with 4-6 users per group-men and women
aged 25-50
• It was to get an idea of what values do
customers expect from an Italian sausage to
deliver
Step I
28. Forming of the focus groups:
• Liz Keller, a top brand consultant, and a
marketing research professional were
introduced.
• Participants of focus groups were recruited
based on A&U data
• Groups had to be manageable economically
feasible
Step I
29. Objectives:
• To understand current customer behaviors
and unmet needs
• To get a clear idea of product benefits and
attributes
• To know the core values and role of the
product
Step I
30. Finally, 103 women were selected out of 437
cold-called female heads-of-household, as
females were the best source of insights
• Focus group sessions were conducted
with all these women
Step I
32. Consumers’ behaviors revealed:
• Three consumer groups existed:
1. Heavy users- purchased at least once a
week during fall and winter.
2. Medium users
3. Light users- purchased at least once
every six weeks
Step II
33. • Italian sausage was considered a great ‘meal-
maker’
• It was a meal everyone enjoyed
• The Vivio brand was seen to be of
exceptionally high quality by all the users alike
Step II
34. On the brand name issue:
• Respondents preferred an Italian name. Vivio
ranked 7th out of 20 names.
Step II
35. • ‘Saxonville Italian Sausage’ received a lot of
votes irrespective of other product usage
Step II
36. • In bratwurst-dominant areas, however, its
‘German-seeming’ heritage ranked it poor
Step II
39. Clearly…
Italian sausage was the perfect ‘meal-solution’
for its trade off time and skills required to
prepare a meal.
Step II
40. 6 distinct potential territories revealed from
the focus groups to position the brand:
1. Family connection
2. Clever cooking
3. Confidence
4. Appreciation
5. Quick and easy
6. Tradition
Step II
41. Conclusions:
• ‘Dinner dilemmas’ were figured out
• The most important need had to be
finalized
• Accordingly, products’ core values were to be
decided
Step II
43. A ‘brand ladder’ diagram was listed and
which value is at the top was to be decided
• All ideas related to a woman doing a job as a
great mother and homemaker
Step III
44. Four mock concepts were introduced:
1. Family connection
2. Love
3. Balanced
4. Creative cooking
Respondents had to prioritize their 3 favorites
Step III
56. From the purchase intent scores,
% that would definitely buy the product:
Family connection Clever cooking
23 41
The Analysis
57. Mindset dealt with while making the purchase:
Family Connection Clever Cooking
Bringing all the family The female is seen
members together while to be indulged in
having the meal cooking good for the
family
The Analysis
58. As the female herself is the main figure who’s
to make the purchase,
Giving her cooking an appreciating touch is
more likely to prevail- a great homemaker
The Analysis
59. What do perceptual maps suggest:
Clever cooking, with little skills required, scores
high on ‘family-pleasing’ axis as well
It is both easy to do and connecting the family
The Analysis
63. • Saxonville enjoys a great brand reputation
• Vivio was ranked 7th among Italian names
Saxonville was ‘the family company’- it
reflected great value
The Analysis
64. • “Saxonville Italian Usage” received a lot
of votes irrespective of its other product usage
• Anything from Saxonville was assumed to
offer great quality
The Analysis
65. • The bratwurst-distributed areas might not
accept it, BUT…
With proper advertising and creation of
core values, it could be used to strengthen
the brand even more
The Analysis
66. • The focus groups suggested that the product
lines were not going to interfere and they had
nothing to do with each other
This feared away CANNIBALIZATION
The Analysis
73. • Different forms may be produced to fulfill
various needs
• Fresh herbs can be inserted in the sausage to
give it a ‘fresh’ feel without impacting the
taste
• Different flavor to keep it exciting
R&D
74. • Use of background pictures, fresh ingredients
depiction, the Italian flag
Graphics
75. • Temporary Merchandising Display units that
carry recipe cards, great cooking-with-sausage
graphics
• Refrigerated display units placed in the
produce and dry grocery sections
• Celebrity recipes- women might love that
Sales
76. Ann Banks and her team did a great job.
She is surely up to impress the managing team
of Saxonville..
Isn’t she?
Take Aways from the case
77. Credits
Slides created by: Kumar Ankur, as part of an
internship done under the guidance of
Prof. Sameer Mathur
(www.IIMInternship.com)