Saxonville Sausage Essay
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 put Saxonville in a good position to grasp market share in this expanding sector.
Research In order to effectively position Saxonville’s sausage, Ms. Banks would need to know and understand whom exactly the company was targeting. Knowing this …show more content…
Banks, compared to the other concept of Clever Cooking, which only received 72%. The appearance of the actual sausage would be appealing, because the description mentions the herbs and spices, which helps latch people on. It also mentions how it will appeal to the entire family, which is important for a mother with different aged children.
Clever Cooking Concept This concept is more for the independent, quick-paced mother. It tells her that she can cook it fast, please the entire family, and feel good about herself knowing that she made something tasty yet quickly. This does more for the woman, making her feel good about herself. At the same time, it gives her the confidence that she can please the entire family. The numbers are good for this concept as well, at 72%. It is, however, less that Family Connection. However, Clever Cooking received more definite votes, virtually double, than Family connection. This is crucial, because a definite is a lot more secure than a probably. …show more content…
This is important, because the potential buyers can find out new ways to use sausage, and realize how versatile the meat is, and that it should be a staple item in the fridge. The way it is marketed is important as well. Positioning this as a meal that can be cooked quickly, and still be delicious and not thought of as a ‘quick meal’ like macaroni and cheese, is crucial to the brand’s success. Marketing and positioning the sausage as a creative meal and good for the whole family is the best way to lure in the women to buy the product. This was shown in Banks’ research, and it matches most of the criteria the women in the study group had deemed
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 put Saxonville in a good position to grasp market share in this expanding sector.
Research In order to effectively position Saxonville’s sausage, Ms. Banks would need to know and understand whom exactly the company was targeting. Knowing this …show more content…
Banks, compared to the other concept of Clever Cooking, which only received 72%. The appearance of the actual sausage would be appealing, because the description mentions the herbs and spices, which helps latch people on. It also mentions how it will appeal to the entire family, which is important for a mother with different aged children.
Clever Cooking Concept This concept is more for the independent, quick-paced mother. It tells her that she can cook it fast, please the entire family, and feel good about herself knowing that she made something tasty yet quickly. This does more for the woman, making her feel good about herself. At the same time, it gives her the confidence that she can please the entire family. The numbers are good for this concept as well, at 72%. It is, however, less that Family Connection. However, Clever Cooking received more definite votes, virtually double, than Family connection. This is crucial, because a definite is a lot more secure than a probably. …show more content…
This is important, because the potential buyers can find out new ways to use sausage, and realize how versatile the meat is, and that it should be a staple item in the fridge. The way it is marketed is important as well. Positioning this as a meal that can be cooked quickly, and still be delicious and not thought of as a ‘quick meal’ like macaroni and cheese, is crucial to the brand’s success. Marketing and positioning the sausage as a creative meal and good for the whole family is the best way to lure in the women to buy the product. This was shown in Banks’ research, and it matches most of the criteria the women in the study group had deemed