Saxonville Sausage Company

Topics: Qualitative research, Sausage, Brand management Pages: 3 (567 words) Published: January 24, 2013
Saxonville Sausage Company

• Saxonville Sausage is a $1.5 billion manufacturer of pork sausage products • Its experiencing financial stress because its leading product lines have lately produced declining revenues in product categories that are realizing no growth.


Market position & condition
• One product line, the Italian sausage brand “Vivio”, has recently experienced a significant increase in revenues • This has been the case with the entire Italian sausage category nationwide • Unfortunately, Vivio makes up only 5% of the company's total revenues.


In comes Ann Banks …
• Ann Banks has been hired recently by Saxonville. • Her job is to expand Vivio, currently distributed in a few cities, especially in the northeastern U.S, into a powerful national brand. • Ann has to work to determine the best positioning for the brand. 4

What steps did Ann Banks choose ???

Step 1
• Analyzing and employing specific techniques such as Focus Groups for researching customers' needs, preferences, and values • To accomplish this she chose a method that combined both quantitative and qualitative research. – The qualitative steps would bring out ideas and give a base with which to understand the target customers. – The quantitative part validates the results of the qualitative research across a greater population 6

Step 2 & 3
• Using the learning from research to develop a motivation-centered characterization of the target consumer • Eliciting tactical ideas from a crossdepartmental team of colleagues for product "alterations," packaging, and other contributory elements in the branding program 7

Research results
• After reviewing the research results, it could be concluded that women are the primary purchasers of Italian sausage. • Most of them work outside of the home and want to be able to prepare a home cooked meal for their families that is easy to make, tastes great and that everyone gathered around the dinner table will...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on Saxonville Sausage Company
  • Saxonville Sausage Company Essay
  • Saxonville Sausage Company: Case Study Research Paper
  • Saxonville Sausage Essay
  • Saxonville Sausage Essay
  • Saxonville Sausages Essay
  • Essay about Saxonville Sausage Company Case Summary
  • Saxonville Sausage Essay

Become a StudyMode Member

Sign Up - It's Free