THE EVERGREEN STATE COLLEGE Winter Quarter 2015 Business Innovation and Stewardship (BIS) Case study: Saxonville Sausage Company TRUNG NGUYEN Questions: 1. What is the current situation? 2. How was the research methodology determined? Develop a research design and explain what behaviors‚ demographics and lifestyle components you deem important and why. 3. What were the research results? Select two different positioning territories in case Exhibit 6. Trace back through the case‚ using Exhibit
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2085 JUNE 15‚ 2007 KATE MOORE Saxonville Sausage Company On a sunny March day in 2006‚ Ann Banks‚ new product marketing director at Saxonville Sausage Company‚ stood waiting outside the executive conference room. The owner‚ president‚ chief financial officer‚ and three functional vice presidents—including her manager‚ Vice President of Marketing Steve Sears—would soon hear her plan for launching a national Italian sausage brand that Saxonville needed to bring to market in order to achieve
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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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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 nationally. The Italian sausage
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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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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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based on observable characteristics of customers. The “Target Markets” for the “Italian Sausage” Business: Based on the research conducted by Saxonville‚ the target group should be the “female head of household”. This is because‚ Italian sausages are generally eaten during dinner time and female head of household has to be able to make a dinner which pleases everyone in the house‚ makes sure everyone
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new 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
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