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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Current situation: Saxonville Sausage Company’s business basically consists of bratwurst‚ breakfast sausage and an Italian sausage‚ Vivioaccounting for 70%‚ 20% and 5% of revenues respectively. While sale of bratwurst and breakfast sausage for over 5 years have been flat with little or no growth expected in short term‚ Italian sausage has been showing growth across producers in the retail sausage market and Vivio has managed to match that level of category growth as well. However‚ Vivio is available
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Saxonville Sausage Case Study Saxonville Sausage has been faced with the task of attempting to counteract their financial woes in the sausage market. While they have a star product‚ Vivio‚ it only represents % of their income and is only available in select cities in the northeastern portion of the United States. Saxonville and now trying to figure out how to expand their product throughout the rest of the country and make sure that it is differentiated from other sausage brands out there and
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Problem: How can I‚ Ann Banks‚ product marketing director at Saxonville Sausage Company‚ suggest a suitable position for the Italian brand sausage Vivio? Options: I can choose from one these four concepts developed: a) “Family Connection” concept b) “Love” concept c) “Balance” concept d) “Creative/Clever cooking” concept Decision: Saxonville Sausage Company should use the “Creative Cooking” concept Reason: From the data on Italian Sausage Concept Assesment‚ it can be seen that both “Family Connection”
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Analysis – 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
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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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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
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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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