...made their lives easier; both their husbands and children enjoyed. Ninety-three percent of respondents did the cooking compared to seven percent, and that cooking was done for evening meals. Italian sausage is considered to be a great “meal maker” and that if there were Italian sausage in the refrigerator the users felt they always “had a quick meal in the house.” As for the Vivio brand, loyalists and competitive users considered the sausage to be exceptionally high quality, good color, above-average ratio of solids to fats, and great taste and texture. Respondents also took part in a brand name survey. They were given 20 brand names and “Vivio” ranked seventh. “Saxonville Italian Sausage” did not receive many votes but consumers knew of them by its name, “The Family Company.” Consumers believed Saxonville to be a well-established business that produced good products. 3. What alternative do you recommend and why? I would...
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...Vivio Italian by Saxonville Saxonville’s Vivio Italian The Italian Opportunity Strategic Marke6ng – Brian Broadway Sindhuri Rajkumar – 039 353 149 Ushna Siddiqui – 105 428 155 Vivio Italian by Saxonville Saxonville’s Vivio Italian Sausage should strengthen its national position to achieve their profit objectives for the next fiscal year. • Saxonville’s core products ‘Bratwurst” and “Breakfast sausage” sales have been flat and is estimated to have little or no growth in the short term. • The Italian sausage Vivio, was launched into the market without a positioning strategy and market research, yet the annual growth rate increased from 9% in 2004 to 15% in 2005. • Vivio was only available at 16% of the nation’s large supermarkets, in the North Eastern part of the nation unlike Bratwurst and Breakfast sausages which are available throughout. Vivio 5% Store brands 5% Breakfast sausage 20% Revenue Bratwurst 70% Vivio Italian by Saxonville Saxonville’s current strategy should be modified to launch Vivio in the national market. Function Saxonville’s Current Strategy Name Saxonville’s Future Strategy Vivio Saxonville’s Vivio Italian Sausage Problem: Benefit: The name was made up - Utilizes the ‘Saxonville’ name to leverage by the management and the company’s brand equity. had no symbolic meaning - Versatile: The suggested name is simple and in Italian. ...
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...Case Study 1 1. What is the current situation faced by the company? In order to find out the current situation of Saxonville, I conducted a SWOT analysis: StrengthsHas a national distribution network.Is already recognized as a national brand.They offer a variety of quality products. | WeaknessesSelling Italian sausage from a German company.There is no product differentiation.No positioning in the market.Vivio is not a popular Italian name. | OpportunitiesNo national Italian sausage brand.Can sell easier because Saxonville is recognized nationally.The Italian sausage market is growing. | ThreatsCan cannibalize sales of their brats. Face the competition of 29 locally established brands. | 2. How was the research methodology determined?(pay attention to exhibit 3, exhibit 9 and 11) The research methodology was determined by Bank’s four step process. The first step is conducting qualitative research to understand behaviors and needs of the target consumers. The second step is a consumer sessions where they use what they have “heard to develop and then gain reactions to different positioning ideas.” The third step they refine what they have learned into concepts and have consumers prioritize and improve them. The fourth step, concepts are put into monadic testing, which puts out a test score that is then used to decide whether or not the idea is profitable (If people are willing to buy it or not). 3. What were the research results? (hint: exhibit 4, 6, 9,11) Research...
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...We have carefully studied the qualitative research output and brand positioning strategies that the Project Score team has worked on and developed. Based on further research and analysis, we strongly recommend that Saxonville launch its Italian sausage product under the new name “Italy’s Best by Saxonville”. We also recommend positioning the brand using the “Family Connection” concept. Assessment of Research Methodology Project Score team has done very well in understanding the target consumer behavior, values, and unmet needs using the four-step research methodology. Step one of the process was a round of qualitative research consisting of preparing and conducting pilot group sessions. The groups consisted of 25-50 year old housewives or heads-of-households, identified as the target consumer using Attitude and Usage (A&U) data, and helped gain the insights, behaviors and needs of this demographic. Step two of the process was a sequential round of consumer sessions where researchers used the knowledge from step one to develop themes for strategic positioning. This phase allowed researchers to get the rational and emotional benefits that the Italian-sausage-consumers are looking for: making a quick and wholesome meal that the family could enjoy together, despite their hectic schedules. By analyzing the themes of Family Connection, Clever Cooking, Confidence, Appreciation, Quick and Easy, and Tradition, the team was in a better position to decide where their company had...
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...The current situation Ann Banks faces is successfully launching a national brand of fresh Italian sausage could provide the needed profit to meet company objectives. Market Research: Target Market: Themes (emerged from focus groups): 1. Family connection 2. Clever cooking 3. Confidence 4. Appreciation 5. Quick & easy 6. Tradition Concepts (developed based on themes and consumer values) * “Family Connection” * “Clever Cooking” * “Balancing Act” * “Labor of Love” Italian Sausage “Brand Ladder”: Takeaways: Market research tells us who to target for market positioning, but it does not tell us any quantitative numbers to determine any sort of profitability numbers, such as costs and Saxonville/competitor average pricing. 2) Key Issue in the Case: Need successful launch of Italian sausage brand to achieve target profits for following fiscal year, but they need to determine a brand positioning, strategy, and name for launching their Italian sausage segment in the national retail sausage market. 3) Alternatives: a) Launch Vivio brand name nationally with Family Connection...
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...Erasmus school of economics | September 23 2013 | Yonathan Mulugeta Woldearegay | Saxonville sausage co. Case study | Overview What is the current situation? Saxonville Sausage company is currently loosing it market share on its various leading product lines produced except for one Italian sausage brand namely Vivio. However Vivio represents 5% of the company's total revenues. A new marketing director, in the company is currently in the process of undergoing a research to identify opportunities and possible market expansion strategy. The research result ended up with two marketing concepts that are almost equally viable and thereby put the management team in a dilemma on which of this two option to consider. TOWS matrix strenght weakness- Entire family enjoys the product - Weak brand name ( Vivio )- Rivals offer frozen sausage - Consumed rarely on special occasion- Easy to cook and quick - Niche segment on the northeast - Meal maker Threat Opportunity - cannibalisation - many local rivals ? | * The TOWS matrix helps us identify the possible opportunities embedded in this market. When cross analyzing strength, weakness and opportunity we can understand that the company...
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...their Vivio product. Since 2004, brats and breakfast categories across all sausage producers have been flat nationwide. Italian sausage was the only group showing annual growth but they haven’t dedicated enough resources to it. 3. Write a brief decision statement Answer: By branching out nationally, freshness levels may be compromised because of the time length of delivery to west coast supermarkets. Careful consideration must be taken in positioning the Italian sausage line to avoid cannibalization in Saxonville Sausage’s other brands. With the following years profit objectives in mind, the time line of the launch should be carefully thought out, and coincide with peak sausage season. Before the launch, we have to consider an advertising company to handle a multifaceted national campaign and the training of regional sales managers and retailers about how our product is differentiated from the competition. 4. Formulate a general research objective Answer: Saxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this....
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...Suffolk University MBA660 - CE 9. 25. 2013 Saxonville Sausage Company | Caroline Claps Cho Kyung-Eun McEttrick Jingjie Zhang Ting Mo 1. What is the current situation? Saxonville Sausage Company is a privately owned family business based out of Saxonville, Ohio. The company’s revenue in 2005 was approximately $1.5 billion with 70% consisting of bratwurst, 20% in breakfast sausage, 5% in the Italian sausage branded Vivio, and the other 5% in store-brand products. Since 2005, sales in bratwurst and breakfast products were showing a 0% increase in volume and were not expected to grow in the short term. Saxonville found potential in its Italian sausage market after having an annual increasing rate in sales of 9% in 2004 and 15% in 2005. Vivio was only being sold in 16% of the country’s northeast supermarkets. Steve Sears, the company’s Vice President of Marketing, hired Ann Banks as the new marketing director to uncover the potential Vivio had as a national leader in the Italian sausage market by strengthening its presence across the nation’s supermarkets. Banks faced the challenge of either developing Vivio as a national product or creating a new distinctive identity of the Italian sausage by marketing it under a different name or even under the recognizable Saxonville company name. In addition, she needed to be careful in how Vivio was being positioned in the sausage industry in order avoid unintentionally cannibalizing Saxonville’s other brands. Banks...
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...Marketing Strategies Saxonville Sausage Case Analysis Overview Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their bratwurst line, which makes up seventy percent of their revenues, breakfast sausage that consists of twenty percent of their revenues and their small Italian sausage line, named Vivio that only makes up five percent. Unfortunately, Saxonville's sales in bratwursts have been flat and their breakfast sausage line has been steadily underperforming in the market resulting in a double-digit decline in revenue. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005. The one area where they have been consistently increasing is their Vivio Italian sausage line, primarily in the New England area. Saxonville hired a new marketing director in Ann Banks to "make her mark" and launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve profit objectives for the next fiscal year. Problem Saxonville Sausage needs a well-thought-out positioning marketing plan to move their Italian sausage brand to national category leader and match up core values in the “hearts and minds,” of consumers with the attributes of a product portfolios to meet their...
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...director subject: marketing recommendations for vivio italian sausage date: [ 3/3/2012 ] I propose a national launch to the market segment of women 20 – 50 years old. I recommend a simple packaging design and a brand position targeting “The Family Connection” and “Tradition”. I would keep the Vivio name. My recommendation for the name is Vivio Italian Sausage from Saxonville. Currently ranked in 7th place, a good marketing plan could change the name ranking. Vivio’s price, currently set above top competitors should remain unchanged. Because the product is “fresh – never frozen” and “locally made”, Vivio should have no problem commanding a slightly higher price. However, to grow the market segment, advertising is required. I recommend about $3.7M for the new launch. (See Note 1) Based on industry averages, this would increase Revenue by $29M, a 28% increase and add a 7.4% market share increase of stores. Each step in the process is explained as follows: Launch Concept – I believe a national launch is the correct approach. There is currently no national Italian sausage brand, so this is an excellent opportunity for Saxonville. We are well established in the sausage market, already known as the “Family Company”. The products I recommend for Stage 1 are Hot and Mild Links and Sweet and Mild Ground; Stage 2 would be Link Sweet and Mild larger packages with flavored links of Cheese and Garlic. I based the stages on current revenue by type, Link Hot and Mild account for 82.4% of current...
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...The Saxonville Sausage case is related to a positioning problem this company is facing regarding one of their products. Before we develop this topic, we need to understand what is the current situation of this firm. Saxonville is a company specialized in the production of sausages. They have branded products (which account for 95% of their revenues) and store-branded products. Within the branded products category, they have three types of products: bratwurst, breakfast sausage and Vivio sausage. In recent years, Saxonville has seen two of their three main products face growth problems (people were starting to eat sausages on more special occasions, which damaged the breakfast sausage growth, and were also eating more often inside the house, which damaged the brats growth). However, Vivio was growing quite fast and Saxonville saw an opportunity to make their company more profitable. Still, there were a couple of problems regarding this product: it was only available in 16% of the nation’s large supermarkets and it had no positioning strategy. This lack of positioning was mainly due to the fact that the brand emerged from looking at what the competitors were doing, while also trying to spend the least amount of money possible. Moreover, senior management did not feel the need to conduct market research since the brand was growing quite well, without much effort from the company. As I mentioned earlier, Vivio was growing and senior management felt it was time that this...
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...Saxonville Sausage Company | Marketing Management II | Executive Summary Saxonville Sausage Company located in Saxonville, Ohio has been a family owned business for 70 years. They strive on their quality and ability to produce always fresh never frozen bratwurst, breakfast sausage and patties as well as their recently launched Vivio Italian brand of sausage. The Vivio brand never received the attention that it required however now with the Italian sausage market growing annually at a rapid pace they have hired Ann Banks to create a marketing plan and launch the Italian sausage product properly. Ann decided to keep the name Vivio Italian Sausage but add that it was from Saxonville because everyone knew their reputation of quality, healthfulness and freshness in their pork product. In addition to the name of the brand Ann added “ A family tradition for 70 years” to the label giving the product an emotional feel for the potential consumer. The target market that was chosen was the “Home Maker Mom” due to the research provided by the Director of Market research Laura Bishops. The Home Maker Mom was 93% of user and the family member most frequently preparing dinner. Furthermore because of the family background and Italian symbolising family Ann decided it was best to promote the “Family Connection” as oppose to “Creative Cooking.” Ann will price the product a little higher than their competitors to remain complementary to the high quality they offered. The product...
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...Saxonville Sausage Case Study Analysis Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their bratwurst line, which makes up 70% of the company’s revenues, breakfast sausage that consists of 12% of their revenues and their small Italian sausage line which is called Vivio that only makes up 5%. Saxonville's sales in bratwursts have been flat and their breakfast sausage line has been steadily underperforming in the market resulting in a double-digit decline in revenue. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005. Saxonville hired a new marketing director in Ann Banks to "make her mark" and launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve profit objectives for the next fiscal year. Company ‘s Goals Goal 1: Choose the best positioning strategy • Create a connection between the brand and the customer’s core values • Choose the best positioning strategy such as Family Connection, Clever Cooking, Appreciation, Quick and Easy, Tradition Goal 2: Freshness • By branching out nationally, freshness levels may be compromised because of the time length of delivery to west coast supermarkets. Goal 3: Cannibalization • Careful...
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...Case Study for Saxonville Sausage Company 1. What is the current situation? The primary situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a possibly new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research. 2. How was the research methodology determined? The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative...
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...Saxonville Sausage Case Study Analysis Group 6 Robert Graham Arnold Jon Hardwick Rebecca Godwin Landon White Grant Guidroz Chris Gremillion Jeigh Hymel Michael Floyd Donald Derham Isaac Woo Christian Frierson Michael Gvoich Corey Roblin Dr. Roger Hinson Louisiana State University March 14, 2011 Table of Contents Subject Page Number * ------------------------------------------------- Background Information 3 * ------------------------------------------------- Goals 3-4 * ------------------------------------------------- Constraints 4-6 * ------------------------------------------------- Central Issue 6 * ------------------------------------------------- Alternatives 6-10 * ------------------------------------------------- Competitive Analysis 10-12 * ------------------------------------------------- Best Alternative 12 * ------------------------------------------------- Implementation Plan 13 * ------------------------------------------------- Executive Summary 13-14 * ------------------------------------------------- Bibliography 15 Saxonville Sausage Background Information Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their...
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