Saxonville is a family-owned sausage company that produces bratwurst, breakfast sausage, and Italian sausage called Vivio. While bratwurst sales were flat and breakfast sausage sales declined, Vivio sales grew significantly since its launch in 2002. Saxonville hired a consultant to conduct focus groups to understand the Italian sausage market better. The focus groups revealed Italian sausage was seen as a "meal solution" and identified six potential positioning strategies. Testing four mock branding concepts showed preferences for "Family Connection" and "Clever Cooking." However, research suggested "Clever Cooking" had broader appeal and was less susceptible to competition. It was recommended Saxonville develop a new premium brand with nationwide distribution, focused on its top