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
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Julio Montes Imeri 21910103 1. a . Si lanzar al mercado o no una nueva salchicha italiana, con la marcar Vivio o con un nuevo nombre. Posicionar la salchicha italiana de local a nacional. 2. Exhibit 3 Hombres y mujeres de 25 a 50 años Se determino: demografía, comportamientos, y geografía Exhibit 4 Comportamiento del Consumidor Habitos Exhibit 5 Formas de preparación de comidas Que miembros de la familia lo disfrutan mas Exhibit 6 Cleaver Cooking Apreciation Exhibit 7
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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
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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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* “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
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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
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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
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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
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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
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