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
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------------------------------------------------- Re: Launching a national Italian sausage brand for Saxonville Sausage Company Potential Value Proposition For close family members and friends of Saxonville Sausage, “The Family Company”, can offer the highest quality, easy- to-cook meal solution that every member of your family will love and will be able to prepare in many gourmet ways; because unlike our competitors, our sausage is produced and delivered to your local grocer fresh and ready for your favorite
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Person From: A Person Re: Assessing the Italian Sausage Brand Opportunity in United States 1) Facts of the Case Key Market Facts: 1) Little to no growth in retail sausage market for bratwursts and breakfast sausages across all sausage producers nationwide. 2) No national players in fresh Italian sausage, but there are 29 local/regional brands. 3) Italian sausage annual growth rate was 9% in 2004 and 15% in 2005 across all sausage producer nationwide. 4) Local/regional brands
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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
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observed (geographic considerations). 2. What were the research results? The sausage consumers were broken down into Heavy, Medium, and Light users. Heavy users purchased once every week during fall and winter months and once every two weeks in the spring and summer months, whereas Light users purchased at least once every six weeks with same variations to heavy users. Each consumer group agreed that Italian sausage made their lives easier; both their husbands and children enjoyed. Ninety-three
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ann banks, product marketing 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
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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
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1.Saxonville Sausage company was launched 70 years ago with 2005 revenues of approximately $1.5 billion. However, since 2004, the main products of bratwurst and breakfast categories across all sausage producers has been flat, and the company themselves were struggling to position one of their Italian sausages in the market in order to achieve its profit objectives for the next fiscal year. Products: The company produced a variety of pork sausage products, the heart of the business consisted of
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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
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Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice. Please indicate your team by name, names of all team members, and your preferences with
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