Saxonville

Problem Statement:

How will Saxonville position its Italian sausage brand in the market in order to achieve its profit objectives for the next fiscal year?

Objectives:

* To provide a well-thought-out positioning plan to:

a) Move from their position in the Italian market to national category leader

b) Make their product on that every major grocery account in the US would want to carry

Brief Description:

Saxonville Sausage Company entered the market 70 years ago and found themselves struggling to position and segment one of their Italian sausages in the market. They recently decided to find a new positioning and segmentation plan where they are able to identify and profile distinct groups of buyers who might require varying product mixes by examining their information such as demographics, psychographics and behavioral difference. Through quantitative research such as focus groups. Their objective was to find a new concept to apply to their Italian sausage ‘Vivio’ and appeal to a new market as well as to create a new marketing plan, in order to achieve its profit objectives for the next fiscal year. 

Areas of Consideration:

STRENGTHS * National Distribution Network * Strong brand recognition * Comparably priced with competitive brands * Trade support- four deals annually at parity with competition | WEAKNESS * Potential confusion of the Italian product and of its German heritage family * Possible cannibalism of similar products with portfolio * * Not supported by advertising (Exhibit 2) * No brand name |

OPPORTUNITIES * No national competitors of fresh Italian sausage * Vivo gained multiple facings * No national players, 20 local/regional brands | THREATS * Vivio is only available in just 16% of the nation’s large supermarkets |

Alternative Courses of Action:

Based on the conducted Marketing Research done by Project Score, opt for:

1. FAMILY CONNECTION

2. CLEVER COOKING

3. QUICK AND EASY...