Saxonville Sausage Company Case

MBA 660 Marketing

Saxonville Sausage Company Case Write Up

Saxonville was a 70-year-old family business, which produced a variety of pork sausage products. In order to achieve its profit objectives for next fiscal year, the company prepared to launch a national Italian sausage brand, which tended to be a re-brand to its Vivio sausage actually.

Key issue: After several months of researches, two final positioning were picked out. Banks faced a quandary to decide which positioning to use.

The positioning choice

In my perspective, I will choose the Family Connection positioning. I agree with Ann Bank’s “brand ladder” diagram to build positioning concept. According to the case, we can get brand ladder as following:

Brand ladder for Family Connection positioning

Value: | A job well done |

Emotional benefit: | Make family and friends get together from busy works;Create a welcoming home feeling;Make the mother feel like the magnet that pulls everyone in. |

Functional benefit: | Everybody loves Italian sausage and the meal it makes. |

Attributes: | Blend of fresh herbs and spices;A flavor to all ages |

As Exhibit 5 shows, one-dish meal made with Italian sausage in family-pleasing. The taste of a sausage can gradually build a taste of home and impressed customers deeply. Hence, the family/home concept comes stronger in consumers’ mind when they have Italian sausage as dinner. People feel delighted while having sausage. The brand concept gets fastened involuntarily.

When it comes to Clever Cooking concept, the emotional benefit is not as persuasive as Family Connection. Clever Cooking concept expresses the mother’s confidence in cooking and creativity in original meals. Due to one-dish meal made with Italian sausage is easy to do (according to Exhibit 5), the creativity will run out after several cooking. The change of consumer taste and the entry of a new easy-cooking product, both cause diminishing to Clever Cooking...