Saxonville is a 70-year-old sausage company that produces a variety of pork sausage products. Their Italian sausage brand Vivio has been growing at 15% annually but is only available in 16% of supermarkets. To expand nationally, Saxonville forms a task force to research positioning concepts and select the ideal name. They find that positioning focused on "Clever Cooking" gains more purchase intent than "Family Connection." Ann Banks decides to stick with the Vivio name and promote it as enabling creative meals prepared in minutes.

1. SAXONVILLE SAUSAGE COMPANY
Syndicate 5
Rangga Tri Raeros
Joseph Enrico
Ria Agustriana
Agung Mahendra
Karina Soedjati

2. SAXONVILLE‟S BACKGROUND
 Saxonville was a 70-years old, family business and
placed in Saxonville, Ohio.
 In 2005, the revenue approximately $ 1.5 billion.
 Produced a variety of pork sausage products: fresh
sausage as opposed to smoked or semi-dried

3. COMPANY PRODUCT
 The business consisted of branded products:
Product Market Revenues
Bratwurst Flat – No Growth 70%
Breakfast Sausage Decline revenues 20%
Italian Sausage “Vivio” Growth 5%
Store brand products - 5%
Revenue Percentage Contribution
5% 5%
Bratwurst
20% Breakfast sausage
70% Italian sausage "Vivio"
Store brand product

4. MARKET PRODUCT
 Bratwurst and Breakfast products sold throughout U.S
via both national and regional brokers, distributors.
 Very little distribution in store in the Northeastern
markets.
 The italian sausage was the one category showing
growth across producers in the retail sausage
market, showing an annual rate of 9% in 2004 and 15%
in 2005.
 Saxonville‟s Italian brand, Vivio although matched this
level of category growth, it was available in only 16% of
the nation‟s large supermarkets primarily in Boston, New
Jersey, New York, Maryland, and South Carolina.

5. BACKGROUND OF SAXOVINLLE‟S ITALIAN
SAUSAGE BUSINESS
 Vivio entered the Italian sausage market in 2002.
 They made up an “Italian” name because they
worried that people wouldn‟t buy an Italian product
from a „German heritage‟ company.
 Vivio was priced comparably to other regional
Italian sausages.
 Current positioning of Vivio is “Vivio fresh Italian
sausage” and has an Italian flag in one corner.

6. ISSUES
 What is the ideal name for Saxonville‟s line of
italian sausage?
 Should a national entrant continue with the Vivio
brand name or have a different Italianate name?
 Or utilize the Saxonville name to leverage the
company‟s heritage and brand equity?

7. Research
the Italian Opportunity

8. RESEARCHING AND EVALUATING THE ITALIAN
OPPORTUNITY
 Ann Banks formed a multifunctional task
force, “Project Score”, included 10 collegues from
the R&D, packaging and graphics, marketing, and
sales departments.
 Find the ideal name for Saxonville‟s line of Italian
sausage.
 Four Steps to do positioning work.

9. STEP ONE : PLANNING NEW RESEARCH ON
THE TARGET CUSTOMER
 Phase I : To confirm some of the basic
information presented in the Attitude and
Usage data.
 Phase II :
- To understand current behaviors
- Triggers to purchase, and unmet needs
- To get a clear understanding of product
benefit
- Attributes and ideals
- To develope a solid feel for core value and role

10. STEP TWO : BUILDING ON LEARNING FROM
THE FOCUS GROUPS
 Ann and Bishop learned much about consumers
behaviors from the focus group and developed a
synopsis of the learning and sent it to every
member of Project Score.
 6 potential bases for positioning :
- Family Connection
- Clever Cooking
- Confidence
- Appreciation
- Quick and Easy
- Tradition

11. STEP THREE : BUILDING POSITIONING
CONCEPTS
 “Family Connection” and “Clever Cooking” received the
highest total votes.
 The result shows that 81% of respondents would
definitely or probably buys the product with a positioning
focused on “Family Connection” and 72% if the
company would use the “Clever Cooking” concept.
 On the other hand 41% would definitely buys the
product with “Clever Cooking” concept and just 23%
with “Family Connection” 4% would definitely not buys in
case of the “Family Connection” position model, and
only 2% in the case of “Clever Cooking” concept
 The group embed their ideas to a manageable list of
R&D, graphics and sales tactics.

12. STEP FOUR : ADDITIONAL RESEARCH
DELIVERS A VERDICT – OR TWO
 “Family Connection” had scored better and
receiving the most first-place votes.
 Discuss how advertising look and
feel, packaging, product
attribute, name, considering sub-branding.
 Picked the winner from the two final concepts.

13. Customer Analysis

14. POSSIBLE SEGMENTING DIMENSION
 Working out of the home, part or full time vs
working at home as a homemaker
 Head of household: female vs male
 Age: <10, 10-20, 20-30, 30-40, 40-50, >50
 Household income level: low, middle, or high
 Consumer group: heavy, medium, or light users
 Loyalist vs competitive users

15. TARGET MARKET
 Working out of the home and working at home
 Head of household: female and male
 Age: 20-50
 Household income level: middle and high
 Consumer group: heavy, medium, and light users
 Loyalist and competitive users

16. POSITIONING
 Wholesome meals with fresh ingredients
 Desire to please entire family with single dish
 Quick meal preparation without sacrificing
nutritional quality
 Family dinner facilitating feelings of togetherness

19. POSITIONING
Family Connection
• Discover a crowd-pleasing favorite that brings the
family together
• Vivio - It welcomes you in
• The perfect blend of fresh herbs and spices, with
irresistible aroma and taste will draw people
together over a great and enjoyable meal
Clever Cooking
• Simply add your own personal touch to create
meals that make any day a little special
• Vivio – Creative meals in minutes!
• Comes with recipes everyone is sure to
love, unleash you creativity to create a wholesome
real meal in minutes

20. CURRENT MARKET CONSIDERATIONS
Behavior Considerations
 Vivio loyalist
 Competitive brand
 Degree of price sensitivity
 Frequency of every day dinner preparation
 Use of other product within company
Geographic Considerations
 Currently in strong Italian sausage markets
 Strong Bratwurst markets where Saxonville well
developed
 Strong Saxonville markets where Italian sausage is
distributed
 Strong Saxonville markets where vivio is distributed

21. REVENUE CALCULATION
Vivio was only available in just 16% of supermarkets, our target is to reach 100%
supermarkets
Vivio 2005 sales performance (from exhibit
2)
$ Vol of 16% market $ Vol of 100% market
Vivio Italian Sweet Sausage Link 24.41 oz $ 3,714,499.00 $ 23,215,618.75
Vivio Italian Hot Sausage Link 24.41 oz $ 18,858,587.00 $ 117,866,168.75
Vivio Italian Mild Sausage Link 24.41 oz $ 42,414,884.00 $ 265,093,025.00
Vivio Italian Mild Sausage Link 55 oz $ 2,829,047.00 $ 17,681,543.75
Vivio Italian Sweet Sausage Ground 14 oz $ 2,019,310.00 $ 12,620,687.50
Vivio Italian Hot Sausage Ground 14 oz $ 34,685.00 $ 216,781.25
Vivio Italian Mild Sausage Ground 14 oz $ 1,351,313.00 $ 8,445,706.25
Vivio Italian Cheese Sausage Link 14.7 oz $ 870,081.00 $ 5,438,006.25
Vivio Italian Pepper Sausage Link 14.9 oz $ 160,232.00 $ 1,001,450.00
Vivio Italian Garlic Sausage Link 14.7 oz $ 833,067.00 $ 5,206,668.75
Vivio Italian Mix Sausage Link 55 oz $ 1,235,193.00 $ 7,719,956.25
Total $ 74,320,898.00 $ 464,505,612.50

22. SWOT ANALYSIS

23. SWOT ANALYSIS
Strengths
 National Distribution Network
 Strong brand recognition
Weakness
 Potential confusion of Italian named
sausage, vivio, from German named
company, Saxonville
 No Comprehensive advertising campaign
 Possible cannibalism of similar products with
portofolio

24. SWOT ANALYSIS
Opportunities
 No national competitors of fresh Italian sausage
 Category shows growth across all product within
portfolio
Thread
 29 regional brans with large percentage of market
share according to geographic region
 Frozen product is currently distribute nationwide by
a number of other companies

25. 4P‟S ANALYSIS
Product
 Saxonville‟s Italian sausage is consumer
class product
 Homogeneous products, price will be the
main factor
Packaging
 Large windows so that fresh ingredients are
highly visible
 Strong Italian color/image to promote
heritage
 Included recipes for quick meals ideas

26. 4P‟S ANALYSIS
Place
 Distribution channels already in existence
from national distribution of other portfolio
products
 100% available in nation‟s supermarkets.
Promotion
 Advertising
 Personal selling
 Sales promotion
 Publicity
 Interactive media

27. 4P‟S ANALYSIS
Price
 Pricing in medium level
 Discount for the early stages of the national
product launch
 Currently Vivio Italian sausage priced at
20% higher from store brand‟s price

28. CONCLUTION
 Positioning as a “Clever Cooking” concept could
gain more benefits instead of “Family Connection”
since the tendency to buy is higher, that
consumers is definitely would buy with “Clever
Cooking”.
To the family who like to cook something special
and creative for their families, each variety of Vivio
comes with “family approved” one-dish recipes for
a wholesome real meal in minutes. With Vivio, you
never run out of ideas for dishes your whole family
will love.

29. CONCLUTION

30. CONCLUTION
 Ann Banks should stick with Vivio name. While
Vivio hasn’t been a huge success to sausage
market, change their name won’t give a huge
effect because many customer has aware with
the Vivio name. By changing name, it will
confuse or alienate the few loyal customers the
brand actually has.

31. CONCLUTION
 Clever Cooking
 Simply add your own personal touch to create
meals that make any day a little special
 Vivio – Creative meals in minutes!
 Comes with recipes everyone is sure to
love, unleash you creativity to create a wholesome
real meal in minutes