Saxonville Sausage Case Problem/ Opportunity Statement Ann Banks‚ the product marketing director at Saxonville Sausage Company‚ is faced with the challenge of figuring out how to position their Italian sausage product in order to capture a larger market share of the growing sausage industry. Saxonville’s Italian sausage has sold successfully‚ but is only available in 16% of the nation’s large supermarket chains. In order to capitalize on the opportunity presented by the growing market‚ Ann must
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faced by the company? In order to find out the current situation of Saxonville‚ I conducted a SWOT analysis: Strengths Has a national distribution network. Is already recognized as a national brand. They offer a variety of quality products. Weaknesses Selling Italian sausage from a German company. There is no product differentiation. No positioning in the market. Vivio is not a popular Italian name. Opportunities No national Italian sausage brand. Can sell easier because Saxonville is recognized
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marketing director at Saxonville Sausage Company‚ needs to launch a national Italian sausage brand. Saxonville needs to bring this to market in order to achieve its profit objectives for the next fiscal year. Ms. Banks’ main problem lies in the positioning of Saxonville’s current sausage product‚ Vivio. Should Ms. Banks try it with authenticity‚ or fresh and locally made? A distinctive identity needs to be created in order for this to be a successful line‚ and may put Saxonville in a good position
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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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1. Describe the overall‚ current market situation with Saxonville All 3 major categories of Saxonville products- brats‚ breakfast‚ and Vivio Italian‚ are largely seasonal‚ gender-dominated‚ with higher than average Suggested Retail Prices (SRP). -Product Segmentation- 70% Bratwurst‚ 20% Breakfast sausage‚ 5% Vivio‚ and 5% other -Target- Mainly Female head of house‚ with Bratwurst targeting men through women head of house -Positioning-Bratwurst-mainly outdoor BBQ and grilling‚ between May and
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Strategies Saxonville Sausage Case Study What is the current situation? Saxonville is a family company from Ohio has existed for seventy years‚ it produces a range of pork sausage‚ and they have three types of products: breakfast sausage‚ bratwurst and Vivio sausage. Products are sold in all the United States‚ through national and regional distributors. The firm’s revenue is estimated at 1.5 billion dollars in 2005. Since 2004‚ the company is experiencing difficulties: Saxonville has seen two
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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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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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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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