Marketing Plan: Saxonville Sausage Company
Marketing Plan: Saxonville Sausage Company
1. Business Overview
With the history of 70 years, Saxonville, the privately held family business is one company of revenues of approximately $1.5 billions in 2005, the main products are the variety of predominately fresh pork sausage consisted of branded products: bratwurst, breakfast sausage and an Italian sausage named Vivio, which occupied 70%, 20%, 5% of Saxonville’s revenues respectively. Store brand products accounted for the rest of 5% revenue. This marketing plan has been explicitly designed to launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve it profit objectives for the next fiscal year.
2. Market Overview
The heart of Saxonville’s business, bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Meanwhile, both the bratwurst and breakfast categories across all sausage producers has been flat (0% volume increase) nationwide since 2004, and with little or no growth expected in the short term. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005.
Some specific indexes and parameters of Saxonville are described as below:
Stagnant growth rates for Saxonville’s bratwurst.
Underperformance incurred for Saxonville’s breakfast sausage and resulted in a double-digit revenue decline.
Ranked sixth out of eight national breakfast sausage market.
Vivio brand had matched that level of category growth, however, Vivio was available in only 16% of the nation’s large supermarkets.
Saxonville needs a well-thought-out positioning marketing plan to move from also-ran position in Italian sausage to national category leader and match up core values in the “hearts and minds” of consumers
1. Business Overview
With the history of 70 years, Saxonville, the privately held family business is one company of revenues of approximately $1.5 billions in 2005, the main products are the variety of predominately fresh pork sausage consisted of branded products: bratwurst, breakfast sausage and an Italian sausage named Vivio, which occupied 70%, 20%, 5% of Saxonville’s revenues respectively. Store brand products accounted for the rest of 5% revenue. This marketing plan has been explicitly designed to launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve it profit objectives for the next fiscal year.
2. Market Overview
The heart of Saxonville’s business, bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Meanwhile, both the bratwurst and breakfast categories across all sausage producers has been flat (0% volume increase) nationwide since 2004, and with little or no growth expected in the short term. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005.
Some specific indexes and parameters of Saxonville are described as below:
Stagnant growth rates for Saxonville’s bratwurst.
Underperformance incurred for Saxonville’s breakfast sausage and resulted in a double-digit revenue decline.
Ranked sixth out of eight national breakfast sausage market.
Vivio brand had matched that level of category growth, however, Vivio was available in only 16% of the nation’s large supermarkets.
Saxonville needs a well-thought-out positioning marketing plan to move from also-ran position in Italian sausage to national category leader and match up core values in the “hearts and minds” of consumers