Saxonville case study

Saxonville Sausage Company is 70 years old, privately owned family business who mainly produced fresh pork sausages. Its main brands are – Bratwurst, Breakfast sausages and Store brand sausage(Vivio).

Main Key Players in Saxonville Sausage Company are-

• Ann Banks- New Product Marketing Director

• Laura Bishop- Director of Market Research

• Steve Sears- Vice President of Marketing

• Liz Keller- Top brand consultant and a professional from a market research company.

Sharonville Sausage Company- Market Situation/Problems

-Increase demographic sale and value proposition for target market.

-Vivio’s absence of positioning method is preventing growth in expanding market category

Grow Italian sausage category-Vivio.

-The bratwurst and breakfast categories across all sausage producers had been flat nationwide.

-Vivio- Italian name that is very new brand, should it change or not?

Research and Analysis

external and internal conditions

Strategic Marketing-

As per market research, they should Target

-Busy female head of household and age-between 20 and 50.

-And Geographically, they should focus everywhere in the US.

Marketing Mix-Four P’s-

1.PRODUCT-It has no clear positioning.It is Italian name to create consistency and it is undifferentiate product.

2.PRICE-is not consistent with Saxonville pricing strategy (15 % premium) and price is in line with competition.

3.PLACE- It is in demand mainly Eastern part of US and in 16% of national supermarkets

4.PROMOTION -They Discounted price during the launching period

SWOT Analysis

• Strength-Vivio’s brand equity, Saxonville’s well-known distribution Network and established standard for products quality

• Weaknesses- No product differentiation, Italian brand and lack of positioning

• Opportunities-Growing market for Italian sausages, No national competitors for fresh sausages, Saxonville nationwide brand awareness and retail power

• Threats- cannibalization risk with Brats, Not famous in western religion, small national competition & risk of cannibalization

Market Research Method -Observe and understand behaviour and need of taget customers.

Core Values- Good Taste, emotionally makes feel satisfied, flavor enhancement makes best recipe.

Demographic,behaviour and geographic Segmentation

• Behavioural-light,medium

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