Marketing and Italian Sausage Essay

Submitted By sneezio8
Words: 1317
Pages: 6
Open Document
Group 3
Saxonville Sausage Company

A. Current Situation
Saxonville Sausage Company is a company that produces three varieties of pork sausage products; bratwurst, breakfast sausages and Italian sausages. The company needs to assess the growth in the Italian sausage retail market to complement its current robust offerings of bratwursts. They also need to develop a national product in the Italian sausage category under the Vivio name or a potential new name. Their current Vivio brand has grown at an annual rate of 9% in 2004 and 15% in 2005, which is comparable to the competitive marketplace. However, their product was only available in just 16% of the nation’s largest supermarkets. They need to expand the market so the Vivio sausage is available for every customer at every supermarket and increase the customer base through comprehensive brand marketing strategies. They hired Ann Banks as the new product marketing director to tackle this.

B. “Finalists” Strategies
Saxonville Sausage Company conducted focus group sessions with 103 women that were primary purchasers and preparers of Italian sausage. These women concluded that they received great satisfaction if their family was happy after a great dinner, thereby avoiding a “dinner disaster”. They stated that because families were so busy these days, getting the whole family around a table was very difficult, but they knew that a good meal could be the magnet to accomplish this. These women wanted to do a good job as mothers and homemakers, holding themselves to higher standards. The focus group felt that they needed to trade off time and skill to make a dinner for their families. Therefore, Banks knew that she needed to focus on six different initial positioning territories for their Italian Sausage product. Of these six, we have concluded that my two “finalists” will be the Family Connection and Clever Cooking. We felt that the consumer response in favor of these versus the other options was too great to ignore. Family Connection received 53.6% of the first place vote in the group consumer testing and Clever Cooking received 20.2%. We chose these two “finalists” because family seemed to resonate with the focus group who desired to develop different dinner ideas to make their families content. Of the six initial positioning territories, we felt that the other four could be combined into the two that we selected.

C. Positioning Ladders
Exhibit 4 details the types of users that generally consume Italian sausage and how most people consider it to be one of the meals that are enjoyed by the entire family. Therefore, a positioning ladder for the Family Connection finalist may be that Vivio Italian Sausage is a sausage that is pleasing for the whole family because it’s more than just a sausage as it has a unique irresistible taste for the entire family. Exhibit 4 also displays how Italian sausage is considered to be a great “meal-maker.” Therefore, a positioning ladder for the Clever Cooking finalist may be that Vivio Italian Sausage offers a versatile and wholesome cooking experience for everyone while offering a great taste that the whole family will love. See Figure 1 in the appendix for an explanation on the value, emotional and functional benefits and attributes that helped us come up with the positioning ladders. The women respondents felt like if they had Italian sausage in the refrigerator, then they always “had a quick meal in the house” that they could use as an ingredient in a variety of different meals or combine it with some different side dishes to complete an easy and good tasting meal.

D. Recommendation
We recommend the Clever Cooking alternative because we agreed with a statement Banks made that the quantitative results might be skewed by the fact that consumers associated the family connection concept with existing brands. Clever Cooking incorporates the Family Connection, Quick and Easy and Confidence concepts and gives
Show More

Related Documents: Marketing and Italian Sausage Essay

Essay about Italian Sausage

Saxonville Sausage Company A. Current Situation After revenues of approximately $1.5 billion in 2005, Saxonville Sausage Company felt they needed to bring their Italian sausage brain to a market in order to achieve its profit for the next fiscal year. Saxonville currently had three main branded products: bratwurst, breakfast sausage, and Italian sausage named Vivio, which currently accounted for only 5% of revenues. The Italian sausage market was one showing an annual growth rate of 9% across the…

Words 993 - Pages 4

Essay about Saxonville Sausage Company Case Summary

SAXONVILLE SAUSAGE COMPANY CASE SUMMARY Saxonville sausage, a privately held company has been doing business for 70 years. In 2005, the company had revenues of approximately $1.5 billion from a variety of its fresh pork sausages. The company is producing three main types of products namely: bratwurst, breakfast sausage and an Italian sausage Vivio. The main source of revenue for the company is bratwurst (70%) followed by breakfast sausage (20%). But since 2004, the company is experiencing problems:…

Words 937 - Pages 4

Creating a Business Essays

------------------------------------------------- Great Northwest Hunting and Fishing Lodge | * | July 29, 2012 | Professor Christopher ZombasKeller Graduate School of Management | Statement of Purpose The Great Northwest Hunting and Fishing foremost mission is providing a gathering place for hunting, fishing and shooting enthusiasts. In Yakima, WA there are many places to go out hunting and fishing, there are hotels available along the way, but none that cater to the sportsmen’s…

Words 5673 - Pages 23

Cuban Food Culture

associated with a specific culture, because it is primarily influenced by the ingredients available in a region. Also, because the way people produce and traditionally prepare and consume food nowadays, although in some cases is hugely influenced by marketing, is in many other cases the result of history and custom of a nation. American and Cuban cuisine are examples of different cultures expressions. They are part of the life styles of their people, and they differ in aspects such as its origins, the…

Words 1319 - Pages 6

Tapas Lounge Busines Plan Essay

“An Elegant Cuisine Geared Towards Variety and Conversation” TABLE OF CONTENTS Mission Statement 3 Executive Summary 3 Concept 3 Goals and Objectives 3 Philosophy 4 Marketing Overview 5 Human Resources 7 Products and Services 9 Appendix 1: MARKETING PLAN 11 appendix 2: ORGANIZATIONAL CHART 16 Appendix 3: TRAINING MANUAL 17 Appendix 4: TaPAS LOUNGE MENU 25 Mission Statement Tapas lounge is committed to creatinge an environment that provides the best quality food and , customer…

Words 7421 - Pages 30

Design A Sub Briefing Pack Central 3 Essay

people. The competition has been running successfully for over five years in areas across the UK and gives pupils a fantastic real life case study and opportunity to put their business, marketing and creative skills to the test. This year the SUBWAY® brand is asking students to come up with the design and marketing campaign for a NEW SUBWAY® Sub based on the theme of #heartfeltsubs. The task is designed to provide students with a real-life case study example to which they can apply their learning…

Words 3323 - Pages 14

Mkt/421 – Marketing - Marketing Plan Essay

Marketing Plan Erik Wohler, Adnan Otovic, and Joshua Adamson MKT/421 – Marketing March 28, 2013 R. Scott Bluemel Marketing Plan: Phase I Overview of the Organization The entertainment industry is a vastly changing business, although the ideology has stayed the same throughout history. Since the earliest documented cases started appearing, stories and music were used to overcome and surpass dark times in cultures throughout the world. In more recent historical examples, during the great depression…

Words 6815 - Pages 28

Stereotypes In Advertising Essay

prejudices: Germans are supposed to be hard working, boring and without any sense of humour, Italians are supposed to be lazy but gifted with a lot of temperament, French people are known to be very emotional and cannot park a car properly without hitting other vehicles surrounding them, Russian people are supposed to drink too much vodka, and last but not least the Australians are famous for their Barbeques. In marketing, stereotypes are of great importance as well. Advertisements often use signs and symbols…

Words 2709 - Pages 11