Saxonville Sausage Company Case Study

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Research Methodology

As the research of the Vivio brand was conducted, several items appeared as relevant to increasing the success of launching a national Italian sausage brand. By identifying specific target characteristics, it is possible to appeal to specific lifestyles and behaviors. The research identifying busy head of household females between the ages of 20 and 50 was a key starting point to help identify the values that group subscribed to. Once this was chosen as the target market, identifying the behaviors and core life values was the key component to position the Vivio product. The values that triggered emotional responses were powerful. This led to identifying that quality time spent with the family and that feeling fulfilled by providing healthy meals, is a focus group that a brand can target and build on. The laddering technique was important to understand the behaviors and values that would be addressed by the positioning concepts. This technique also validated the family connection component which coincides with Saxonville’s current company motto. With this identified target segment, it contributes directly to additional product positions that meet that market such as clever cooking. This position alternative identified with the research that matched the need to add value to the family with the Vivio product. Having a product that provides a meal that everyone loves gives fulfillment to the target market also and will help build a strong brand. Differentiating the Vivio Italian sausage as an easy to prepare and family pleasing product best serves the target market and provides a unique separator to the competitors. In addition, this positioning is simple and easily understood and will serve the goal of establishing a national Italian sausage brand.

Conclusion

For Saxonville Sausage to have a successful implementation of a national Italian sausage brand, a thoughtful and thorough positioning marketing plan is necessary. As part of this plan, some of the alternatives discussed should be chosen and implemented.

By selection of Ann Banks as the product marketing director, Saxonville has demonstrated that they are more committed to a more thoughtful and focused marketing approach. This will lay a good foundation to get started.

With the reinforcement of the market research, a positioning statement should be created and it should include a focus on the busy mother that want to provide a healthy meal that is easy and quick to prepare but satisfying for the whole family. This brand position best serves the target market by fulfilling the emotional components of bringing the family together while having a sense of accomplishment and saving the target market’s time.

With the concept that repositioning can be a fool’s chase and reinforcing it with market research guidance, Saxonville should use the brand name Vivio Primo by Saxonville. The name will feature Vivio Primo as a larger font with ‘by Saxonville’ being smaller and offset. This name reflects the market name research while maintaining the established Vivio name and furthering the relevance to Italian sausage. By adding ‘by Saxonville’, you tie in the strength of the name of the parent company. This strength can be utilized for better product placement utilizing Saxonville’s established strong market position.

One of the strengths of Saxonville is its distribution network. This strength will overcome the risks associated with expanding the Italian sausage market and keeping the product fresh.

All decisions should be in place and ready to take advantage of the peak Italian sausage season.

With the target market of being medium to high economic levels, Vivio Primo pricing should not be on special as described with the initial rollout. The price should reflect the quality presented as part of the healthy and high quality brand. This tactic will further the positioning of the product as a consistent message. In addition, Vivio Primo will be further differentiated from lower cost/quality brands in the market.

Utilizing the new brand and brand positioning statements and concept, targeted advertising should be utilized to further the exposure of this brand with the target market. A more focused targeting of advertising to the identified market will make a more efficient use of advertising dollars as opposed to the general markets approach of minimal broad-based advertising methods. To augment the advertising, all packaging should stay consistent with web, TV and advertising products. The packaging should be changed to reflect the quality of the brand including the new brand name. The product package should have a large viewing space to show the quality of the product, and should feature easy, time saving suggestions or recipe’s to keep that consistent brand message that furthers the differentiation points and ties into the relevance the brand has created.

By focusing on the peak season of Italian sausage and positioning Italian sausage as a healthy, easy to make and time saving everyday meal, you work to avoid the possible cannibalization of the bratwurst product line. Bratwurst was identified as purchased for special occasions as opposed to everyday eating and bratwurst’s season is the summer months as opposed to Italian sausage’s season of October through February. Both of these approaches helps to minimize the cannibalization of the bratwurst product line.

Through these decisions, Saxonville can best utilize the positioning marketing plan that best serves the target market and will fulfill the company objective of expanding the Italian sausage segment and improve company revenues.