Saxonville Sausage Case Analysis
Running head: SAXONVILLE SAUSAGE CASE ANALYSIS
Saxonville Sausage Case Analysis
Paul Connolly, Dmitry Kolesnikov, Sergio Wilson
Creighton University
Marketing Management
MBA 761
Dr. Matt Seevers
March 25, 2009
Saxonville Sausage Case Analysis
Client’s Objective The objective of Saxonville Sausage Company is to achieve its profit objectives for the next fiscal year. To meet this objective, they plan to launch its regional Italian sausage brand nationally. This strategy will allow Saxonville to increase market share in the only segment that has experienced growth in recent fiscal years. In sales of sausage types produced and distributed by Saxonville nationally, bratwurst has remained flat and breakfast sausage has experienced a continual decline in market share. Nationwide these categories have remained flat across all sausage producers with little or no short-term growth expected. In contrast, the Italian sausage category showed growth nationwide. Saxonville 's brand matched that performance. With distribution currently limited to only 16% of national supermarkets, future growth in this category is a viable expectation.
Critical Issues Brand Identity & Positioning - Bluntly, the brand was developed and launched with little if any marketing support or strategy. In order to quickly achieve and sustain market saturation to support next fiscal year’s objectives, this deficit needs to be addressed by establishing a brand identity and effective product positioning. In developing the branding strategy, the goals are to develop a brand name and establish a link between the brand and customer’s core values (Moore, 2007, p. 4). In market research for Saxonville’s brand label, respondents ranked the Vivio name seventh with several other names receiving a more favorable response. In markets where Saxonville Bratwursts are distributed, respondents viewed the name Saxonville as “German-seeming.” On a positive note, Saxonville has
Saxonville Sausage Case Analysis
Paul Connolly, Dmitry Kolesnikov, Sergio Wilson
Creighton University
Marketing Management
MBA 761
Dr. Matt Seevers
March 25, 2009
Saxonville Sausage Case Analysis
Client’s Objective The objective of Saxonville Sausage Company is to achieve its profit objectives for the next fiscal year. To meet this objective, they plan to launch its regional Italian sausage brand nationally. This strategy will allow Saxonville to increase market share in the only segment that has experienced growth in recent fiscal years. In sales of sausage types produced and distributed by Saxonville nationally, bratwurst has remained flat and breakfast sausage has experienced a continual decline in market share. Nationwide these categories have remained flat across all sausage producers with little or no short-term growth expected. In contrast, the Italian sausage category showed growth nationwide. Saxonville 's brand matched that performance. With distribution currently limited to only 16% of national supermarkets, future growth in this category is a viable expectation.
Critical Issues Brand Identity & Positioning - Bluntly, the brand was developed and launched with little if any marketing support or strategy. In order to quickly achieve and sustain market saturation to support next fiscal year’s objectives, this deficit needs to be addressed by establishing a brand identity and effective product positioning. In developing the branding strategy, the goals are to develop a brand name and establish a link between the brand and customer’s core values (Moore, 2007, p. 4). In market research for Saxonville’s brand label, respondents ranked the Vivio name seventh with several other names receiving a more favorable response. In markets where Saxonville Bratwursts are distributed, respondents viewed the name Saxonville as “German-seeming.” On a positive note, Saxonville has
References: Food and Drug Administration (1999). The food label. Retrieved March 22, 2009, from http://www.cfsan.fda.gov/~dms/fdnewlab.html Kotler, P. (2007). A framework for management (3 ed.). Upper Saddle River, NJ: Prentice Hall /Pearson Eductaion . Moore, K. (2007, June 15). Saxonville Sausage Company. (Available from the Harvard Business School Publishing, Boston, MA 02163) North Dakota State University (2004). The art and practice of sausage making. Retrieved March 24, 2009, from http://www.ag.ndsu.edu/pubs/yf/foods/he176w.htm