What Is Current Market Performance Of
What is current market performance of Saxonville Sausage Company? What is the current environment in the markets that the company is present?
The company predominantly used 3 sausage varieties viz.
‘Bratwurst’(70% revenue) , breakfast sausages(20% of the revenues) and the Italian sausage ‘Vivio’(5% of revenue).
Bratwurst and breakfast sausages were experiencing a flat growth which lead to a revenue decline . On the contrary , the Italian sausage grew at a promising pace from 9% in 2004 to 15 % in 2005. The company decided to expand on the Italian sausage portfolio either under a new brand name or use the same name.
What is the strategic potential of Vivio in the brand portfolio of Saxonville?
Vivio has the potential to become a national brand with proper positioning
To achieve this potential, what should be done with the Vivio brand? What role do the research projects play in the development of the strategic platform for Vivio?
Banks has to asses the opportunity and determine how to position vivio so that it moves from a regional to a national brand. In lieu of pursuing this , Banks has redefined a four-step market research to determine Vivio’s future positioning. A comprehensive market research would result in quantitative market segmentation and potential, customer profiling, detailed positioning and narrowed customer base.
What were the research results? What positioning options can be generated from the research?
Which option do you recommend and why? What tactics would you recommend for the launch?
Going for the ‘Family Connection’ option seem like a rich opportunity as it fetched the maximum votes from the targeted customers -(FHH) female head of household. Going forward the family connection would give a safe positioning as it matches the common needs for any women to bring quality food and bring happiness and joy to the household.
This could also help leverage the other 2 brands brat and breakfast by using Vivio upfront in the brand
The company predominantly used 3 sausage varieties viz.
‘Bratwurst’(70% revenue) , breakfast sausages(20% of the revenues) and the Italian sausage ‘Vivio’(5% of revenue).
Bratwurst and breakfast sausages were experiencing a flat growth which lead to a revenue decline . On the contrary , the Italian sausage grew at a promising pace from 9% in 2004 to 15 % in 2005. The company decided to expand on the Italian sausage portfolio either under a new brand name or use the same name.
What is the strategic potential of Vivio in the brand portfolio of Saxonville?
Vivio has the potential to become a national brand with proper positioning
To achieve this potential, what should be done with the Vivio brand? What role do the research projects play in the development of the strategic platform for Vivio?
Banks has to asses the opportunity and determine how to position vivio so that it moves from a regional to a national brand. In lieu of pursuing this , Banks has redefined a four-step market research to determine Vivio’s future positioning. A comprehensive market research would result in quantitative market segmentation and potential, customer profiling, detailed positioning and narrowed customer base.
What were the research results? What positioning options can be generated from the research?
Which option do you recommend and why? What tactics would you recommend for the launch?
Going for the ‘Family Connection’ option seem like a rich opportunity as it fetched the maximum votes from the targeted customers -(FHH) female head of household. Going forward the family connection would give a safe positioning as it matches the common needs for any women to bring quality food and bring happiness and joy to the household.
This could also help leverage the other 2 brands brat and breakfast by using Vivio upfront in the brand