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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Problem Ann Banks‚ new product 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
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Saxonville Sausage Company Background • 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. 2 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
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Saxonville Sausage Company I. Background Saxonville was a 70-year-old‚ privately held family business headquartered in Saxonville‚ Ohio‚ with 2005 revenues of approximately $1.5 billion. The company produced a variety of pork sausage products‚ predominantly fresh sausage as opposed to smoked or semi-dried. The heart of the business consisted of branded products: bratwurst (70% of Saxonville’s revenues); breakfast sausage‚ both links and patties (20% of revenues); and an Italian sausage named
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Saxonville Sausage Case Study Saxonville Sausage has been faced with the task of attempting to counteract their financial woes in the sausage market. While they have a star product‚ Vivio‚ it only represents % of their income and is only available in select cities in the northeastern portion of the United States. Saxonville and now trying to figure out how to expand their product throughout the rest of the country and make sure that it is differentiated from other sausage brands out there and
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Current situation: Saxonville Sausage Company’s business basically consists of bratwurst‚ breakfast sausage and an Italian sausage‚ Vivioaccounting for 70%‚ 20% and 5% of revenues respectively. While sale of bratwurst and breakfast sausage for over 5 years have been flat with little or no growth expected in short term‚ Italian sausage has been showing growth across producers in the retail sausage market and Vivio has managed to match that level of category growth as well. However‚ Vivio is available
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can I‚ Ann Banks‚ product marketing director at Saxonville Sausage Company‚ suggest a suitable position for the Italian brand sausage Vivio? Options: I can choose from one these four concepts developed: a) “Family Connection” concept b) “Love” concept c) “Balance” concept d) “Creative/Clever cooking” concept Decision: Saxonville Sausage Company should use the “Creative Cooking” concept Reason: From the data on Italian Sausage Concept Assesment‚ it can be seen that both “Family Connection”
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What was Anne Banks main research objective? As a new product marketing director of Saxonvile Sausage Company she has the responsibility to research the market for Italian sausage. Her objective is to find out the needs and requirement of the people so that company can match up with their needs. Another objective was to achieve the profit for the company for the next fiscal year. She needs to match up the core value of the product with the hearts and minds of the people. Could you identify the
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Ouari SEKKOUM Product and Brand Strategies Saxonville Sausage Case Study What is the current situation? Saxonville is a family company from Ohio has existed for seventy years‚ it produces a range of pork sausage‚ and they have three types of products: breakfast sausage‚ bratwurst and Vivio sausage. Products are sold in all the United States‚ through national and regional distributors. The firm’s revenue is estimated at 1.5 billion dollars in 2005. Since 2004‚ the company is experiencing difficulties:
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customer behavior toward our Italian sausage brand ‘Vivio’. Based on qualitative and quantitative research we are able to understand target consumers needs and behaviors‚ positioning ideas‚ refine the learning to concepts and scores of these concepts. Qualitative steps gave us depth and help to surface ideas while the quantitative piece will validate those ideas across a broader population. My recommendation is to continue with Vivio - Saxonville’s Italian sausage as brand name and position as ‘Family
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