1a. Montreaux Chocolate USA vs Saxonville Sausage: Apollo Foods Saxonville Sausage Research Objectives Explore dark chocolate market in the U.S.; Generate Ideas for a new dark chocolate product; New product name‚ packaging‚ positioning & distribution. Answer the following questions: Go national with the Saxonville Italian sausage brand?; Determine the ideal name for the product; Determine the best positioning. Research Techniques Employed Nielson BASES Idea Screening Tests‚ BASES Snapshot Concept
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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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“Italian Sausage” Business: The market segmentation for the Italian Sausage Business is primarily a demographic segmentation based on the gender (women)‚ work status(working and less time to cook pleasing meals) and number of kids (kids love Italian sausages) in the household. This can be thought as segmentation based on observable characteristics of customers. The “Target Markets” for the “Italian Sausage” Business:
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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 nationally. The Italian sausage market is growing
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product marketing director Ann Banks. Also all steps that were taken to study consumers’ preferences are covered in details. As the case states‚ after the thorough analysis both “Family Connection” and “Clever Cooking” are viable positioning options. By the end of the case it becomes obvious that Banks should recommend Saxonville Sausage Company to adopt “Family Connection” concept. Since target consumers are mostly women who are heads of their households‚ the most convincing argument could be that
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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 study analysis 1. What is the current situation? The current date is March 2006 and Ann Banks‚ the new product marketing director of the Saxonville Sausage company has to present her plan‚ developed after a serious research process‚ for launching a national Italian sausage brand‚ in order for the company to achieve its profit objectives for the next fiscal year. Saxonville was a 70-year-old‚ family business‚ which produced a variety of pork sausage products
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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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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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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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