Saxonville Sausage Case Analysis
MKTG 4100
Saxonville Sausage Company Case Analysis
Problem Definition
Saxonville Sausage Company, a 70-year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Their Italian sausage, presently branded as Vivio, became part of the Italian sausage market in 2002, yet has experienced flat sales. Therefore, the company needs to increase their awareness, customer base, and sales with their Italian Sausage products. They must now determine an ideal name for their line of Italian sausage, and if they should continue nationally with the Vivio brand name, or create different tactics, including a name change, in positioning the product. In order to gain a clear understanding of the product benefits, attributes and ideals, the company needs to understand current behaviors, consumer triggers to purchase, and their unmet needs, through extensive research and consumer analysis.
External Situation (See Appendix 1 for full listing)
The number of people eating sausage for breakfast is decreasing, as it is becoming more of a staple for special occasions, such as weekends. Yet, with the right marketing plan, Saxonville has the potential to become a national category leader and make their product popular amongst every major grocery store in the U.S. Since 2004, all sausage producers had seen completely flat growth, 0% volume increase nationwide, for both the bratwurst and breakfast categories. And, in the short-term, little or no growth was expected. Despite this slow progress of the market, Italian sausage showed growth across producers in the retail sausage market. The Saxonville team believes Italian sausage has an untapped potential market with male cooks, who may want to make sausage a grilling staple for weekend barbecues. Attaining more stores in the northeastern markets is another opportunity for the company.
Internal Situation (See Appendix 1 for full listing)
Vivio has created an
Saxonville Sausage Company Case Analysis
Problem Definition
Saxonville Sausage Company, a 70-year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Their Italian sausage, presently branded as Vivio, became part of the Italian sausage market in 2002, yet has experienced flat sales. Therefore, the company needs to increase their awareness, customer base, and sales with their Italian Sausage products. They must now determine an ideal name for their line of Italian sausage, and if they should continue nationally with the Vivio brand name, or create different tactics, including a name change, in positioning the product. In order to gain a clear understanding of the product benefits, attributes and ideals, the company needs to understand current behaviors, consumer triggers to purchase, and their unmet needs, through extensive research and consumer analysis.
External Situation (See Appendix 1 for full listing)
The number of people eating sausage for breakfast is decreasing, as it is becoming more of a staple for special occasions, such as weekends. Yet, with the right marketing plan, Saxonville has the potential to become a national category leader and make their product popular amongst every major grocery store in the U.S. Since 2004, all sausage producers had seen completely flat growth, 0% volume increase nationwide, for both the bratwurst and breakfast categories. And, in the short-term, little or no growth was expected. Despite this slow progress of the market, Italian sausage showed growth across producers in the retail sausage market. The Saxonville team believes Italian sausage has an untapped potential market with male cooks, who may want to make sausage a grilling staple for weekend barbecues. Attaining more stores in the northeastern markets is another opportunity for the company.
Internal Situation (See Appendix 1 for full listing)
Vivio has created an