Submitted by: Submitted by dianaferreira757
Views: 762
Words: 1301
Pages: 6
Category: Business and Industry
Date Submitted: 02/27/2011 08:51 AM
Question to answer
What alternative do you recommend? Why?
1. What is the value and the emotional benefits of the 4 concepts?
2. What is the rationale for each of the two selected concepts?
Clever cooking
Heavy, medium and light users alike reported that Italian sausage made their lives easier because everyone enjoy it, because has the same effect as popcorn at the movie theater, since that the minute you smell you have to have some
Users reported feeling they always “had a quick meal in the house” if there was Italian sausage in the refrigerator
Family connection
Female heads-of-household are primary purchasers of Italian Sausage
6 out of the last 10 purchases given to a particular brand is considered a “a loyalist”
Heavy, medium and light users alike reported that Italian sausage made their lives easier because everyone enjoy it and it is just one meal that they don’t need to call the family to the table.
The perceptual map of women’s evening meal preparation details trade-offs experienced by users and showed how Italian sausage fits in meeting core target needs its position on quadrant of easy to do with more or less 7 and family-pleasing of 10
When the consumers selected and prioritize their three favorites, “family connection” was the favorite.
The primary purchasers and prepares of Italian sausage
Saxonville Sausage should use the “Clever Cooking” positioning concept. As the case points out, both this position and “Family Connection” came out of qualitative and quantitative testing as viable options. But, as Banks points out there is a good chance the respondents’ familiarity with exiting brands’ “authentic Italian heritage” may have biased their opinion toward Family Connection.
Furthermore, this position threatens to cannibalize Saxonville’s other products and could fail to differentiate itself from other brands. Clever cooking seems to be the most versatile, lasting and distinctive. At the same time, this position is easier to...