customer behavior toward our Italian sausage brand ‘Vivio’. Based on qualitative and quantitative research we are able to understand target consumers needs and behaviors‚ positioning ideas‚ refine the learning to concepts and scores of these concepts. Qualitative steps gave us depth and help to surface ideas while the quantitative piece will validate those ideas across a broader population. My recommendation is to continue with Vivio - Saxonville’s Italian sausage as brand name and position as ‘Family
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1. What is Giuseppe Sausage Company’s Strategy? Giuseppe’s Sausage company strategy is to start small and work up to a larger clientele by initially concentrating on high quality‚ unique specialty sausages customized for clientele in their local region. Smaller companies are able to offer a wider variety of specialty sausages because they are only concentrating on a smaller client base whereas larger companies tend to focus on producing a few varieties to cover a larger customer base.
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Saxonville Sausage Company I. SITUATION ANALYSIS Saxonville Sausage Company (“Saxonville” or “the Company”) is a privately-held‚ family owned business specializing in fresh pork sausage products. The Company’s 2005 revenues were roughly $1.5 billion driven by the following business lines: bratwurst (70% of revenues); breakfast sausages (20% of revenues); Italian sausage (5% of revenues); and store-branded products (5% of revenues). Since 2004‚ the overall market demand for sausage products
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SAXONVILLE SAUSAGE COMPANY CASE SUMMARY Saxonville sausage‚ a privately held company has been doing business for 70 years. In 2005‚ the company had revenues of approximately $1.5 billion from a variety of its fresh pork sausages. The company is producing three main types of products namely: bratwurst‚ breakfast sausage and an Italian sausage Vivio. The main source of revenue for the company is bratwurst (70%) followed by breakfast sausage (20%). But since 2004‚ the company is experiencing problems:
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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
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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
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Saxonville Sausage Case Saxonville Sausage Company is a 70-year-old privately held family business headquartered in Saxonville‚ Ohio. Saxonville produces a variety of fresh pork sausages including bratwurst‚ breakfast sausage‚ and an Italian Sausage named “Vivio”. Since 2004 bratwurst and breakfast sausages have been flat seeing a 0% volume increase nationwide‚ with little or no growth expected in the short-term. However‚ Italian sausage was the one category showing growth with a 9% increase in
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MKT 520: Fall 2010 October 4‚ 2010 Case 1: Saxonville Sausage Company The Problem Saxonville Sausage Company has hired a new Ann Banks as product brand manager. Steven Sears‚ VP of Marketing‚ has given Ms. Banks the Vivio Italian sausage. This product is on a slow gain and awareness among consumers. The company has recently released their branding company and needs Banks to increase awareness in the new product. Yet‚ Banks needs to do some heavy research before she can make a decision
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preparers of Italian sausage products and what these women value above all else is the ability to create happy memories with their families around the dinner table. By positioning Saxonville’s Italian sausage product line with this core value in mind‚ we are providing our consumers with the satisfaction that comes from a “job well done”. These nurturing mothers and homemakers can feel good about feeding their families wholesome and appealing meals made with Saxonville’s Italian sausage products. To
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Marketing Plan: Saxonville Sausage Company 1. Business Overview With the history of 70 years‚ Saxonville‚ the privately held family business is one company of revenues of approximately $1.5 billions in 2005‚ the main products are the variety of predominately fresh pork sausage consisted of branded products: bratwurst‚ breakfast sausage and an Italian sausage named Vivio‚ which occupied 70%‚ 20%‚ 5% of Saxonville’s revenues respectively. Store brand products accounted for the rest of 5% revenue
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