Saxonville Sausage

Ann Banks, recently hired as product marketing director at Saxonville Sausages, needs to determine and develop a marketing plan for Saxonville’s Italian sausage line, currently called Vivio. Saxonville’s traditional breakfast sausage and bratwurst products have shown either loss or no market growth, respectively, in the two years preceding Banks’ employment here. Meanwhile, Vivio has grown at a rate equitable to that of the Italian sausage market, but is only sold in 16 % of national markets. Ann Banks seeks to increase Vivio’s market representation, ensuring future profits, while maintaining the integrity of traditional Saxonville products. Banks needs to decide the most effective way of attaining these goals, given the information derived from conducting consumer research groups (See Exhibit 1, SWOT Analysis).

Saxonville Sausage should immediately hire an advertising agency, integrating several marketing ideas that have been suggested, aggressively promoting their Italian sausage nationwide. Promotion should include coupons in mailers and on websites, free samples at grocery stores, sponsoring cooking shows such as “Lydia’s Italy”, and attempting to partner with an Italian restaurant chain, such as “Pasta Pomodoro”. The packaging should be altered to include the heritage of the company. Vivio should stand out, with subscript stating, “Saxonville’s Italian Sausage”. Marketing should primarily focus on the “Clever Cooking” concept. A new website for Vivio needs to be implemented, with a recipe forum to nurture the “Clever Cooking” platform.

Although the name Vivio was not favored in consumer surveys, Saxonville showed strong returns for this product, with minimal promotion and marketing. Their loyalist base would likely grow with increased availability and presence. Consumer awareness regarding the company’s products is likely to increase profits. For instance, a Vivio loyalist may reach for Saxonville brats the next time they grill. Because the...