The “Market Segmentation” for the “Italian Sausage” Business:
The market segmentation for the Italian Sausage Business is primarily a demographic segmentation based on the gender (women), work status(working and less time to cook pleasing meals) and number of kids (kids love Italian sausages) in the household. This can be thought as segmentation 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 wants to have the dinner and also wants to make a good job of the recipe. A similar survey for breakfast sausages suggested that it is cooked 75% by women and 25% by men.
The “Positioning” concept options for this Business:
The initial positioning concept options for this business were: •
Quick and Easy
Out of these 6, additional research made it possible for them to reduce the potential positioning concepts to “Family Connection” and “Clever Cooking”.
One “Positioning” concept which should be chosen for the “Italian Sausage” Business by Saxonville Sausage: According to me, they should opt for “Family Connection” as their positioning concept. The idea behind the “Family Connection” concept is a brand which is a “crowd-pleasing favorite that brings the family together”.
Rationale behind “Family Connection” as the positioning concept:
Positioning is a process that influences potential customers’ overall perception of a brand, product line or organization in general; the place in the mind relative to the competition. 
Vivio as a brand: Revenues from Vivio constitute 5% of Saxonville’s total revenues. In 2005, Italian sausage was the one category which was showing growth across all producers in the sausage market having grown at a rate of 15%. The problem however was that Vivio was available in only 16% of the supermarkets. Vivio, when introduced did not have a great marketing plan behind it. However, because of its cost, introductory deals and discounts, ploys such as in-store sampling and the good quality of the sausage made it very popular. This happened without a great brand pull to it. So, with a good marketing plan, Vivio could become a winner for Saxonville. 
In the 2000 U.S. Census, Italian Americans constituted the fifth largest group in America with about 15.6 million people (5.6% of the total U.S. population). As of 2006, the Italian-American population climbed to 17.8 million persons constituting 6 percent of the population. The vast majority of Italians in the US would give a boost to the revenue of Italian sausages.
Who are the customers? The target market primarily constitutes women. Since women cook dinner for most of the days, they will always be on the look-out for a product which will make healthy meals and at the same time, are appealing for the family. Their other main need was that since they were themselves working and never had...
References: . Case study of Saxonville Sausage Company by Harvard Business School. . Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc., New York, 1981, ISBN 0-446-34794-9 . www29.homepage.villanova.edu/john.kozup/Segmentation%20Ch.%209.ppt . http://en.wikipedia.org/wiki/Positioning_(marketing)
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