Assessment of opportunities for Saxonville’s Italian Sausage brand

Developing a national product in

Italian Sausage product line

Appropriate positioning of the brand .

Establishing emotional and

functional benefits

Creating a distinctive brand identity for VIVIO to stand amid competition

Resonance of the product with

Italian culture

Generate profit in new fiscal year.

Researching and evaluating the Italian opportunity

Researching and evaluating the Italian opportunity

Qualitative research on demographics and psychographics

Researching and evaluating the Italian opportunity

Consumer session

Qualitative research on demographics and psychographics

Researching and evaluating the Italian opportunity

Qualitative research on demographics and psychographics

Refining new learning into actual concept

Consumer session

Putting the concepts through monadic tests

Researching and evaluating the Italian opportunity

Qualitative research on demographics and psychographics

Consumer session

Refining new learning into actual concept

Researching and evaluating the Italian opportunity

Qualitative research on demographics and psychographics

Consumer session

Refining new learning into actual concept

Putting the concepts through monadic tests

• Company entered the market in 2002 in Northeast

• Price was kept comparable to regional brands . • No advertising , less promotion and low marketing

budget for the product • Ordinary label , packaging and texture . • In store sampling was offered at discounted rates

• Some brands emphasized on “ authentic Italian Heritage” . • Some stressed to be freshly and locally made . • Adopted spot advertising and some Tv, radio and print

media. • Some brands dealt with frozen food instead of fresh

Relevant data from latest A&U study

Potential demographic

considerations

Behaviour considerations

Geographic considerations

• Present brand name was linked to German seeming heritage

• Top scoring names – “ Italy’s best “ , “ Primo” , “ Perfecto” from provided list of 20

• Vivio received seventh rank • “Saxonville Italian Sausage “ received mixed

responses

In unique language , each concept focuses on different emotional and functional benefit “links” that pay off to the target customers’ core value of wanting to feel intrinsically that she is doing a good job. The concepts include product attributes that might successfully communicate to her that a particular brand will deliver the functional benefit

81 72

Perceptual map showed one dish meal with Italian Sausage was easy to make and family pleasing

Delicious Italian Sausage Discover a crowd pleasing favourite that brings family together Irresistible taste and aroma appeals to all ages and draws people together because some of life ‘s best time shared over a great meal

Delicious Italian Sausage Simply add own personal taste to create meals that make any day a little special A delicious way to express creativity with original meals everyone is sure to love

QUALITATIVE CALCULATION RESULT If there are 1oo people then from exhibit 9 it can be calculated that 54 people will be attracted and influenced by brand positioned with family connection concept and 20 will choose clever cooking concept . If they are given a second choice then 51 will choose clever cooking and 22 people will choose family connection So it is clearly visible that both brands are enticing to the consumers though

family connection proves out to be priority

But does family connection positioning concept will face much competition from other brands ??????????

PURCHASE INTENT FAMILY CONNECTION (250 CONSUMERS ) %

CLEVER COOKING ( 256 CONSUMERS ) %

DEFINITELY/ PROBABLY WOULD BUY (most reliable group)

81 72

MIGHT OR MIGHT NOT BUY IT (uncertain group that can prove to be a potential target consumers )

15 26

TOTAL POSSIBLE CONSUMER BASE (neglecting “probable /definitely would not buy” consumers )

96

98

• New idea not much explored by competitor brands

• Would avoid

cannibalization of Saxon’s product line

• Easy tactical support

Idea is not new and may prove to be too generic

Already some

companies are utilizing this concept to leverage profit

It may soon require an

alternative

• Would strengthen core consumer segment because it has 41% definite buying intent users .

• This positioning resonates very

well with the smart future and smart people

• Enthusiast moms to add little

zest to their food

May ring down Bratwurst sale down

Though it leads clever marketing

in vote share by little amount it may prove to be short term growth

New innovation field ground is

less

After analysing the data from exhibit 4 I suggest the

brand name –

“ Saxonville Italy’s best”

What should be the goals of R& D

• Different flavour varieties: spicy mustard, sweet “Oriental” style, gourmet cheese and smoked flavours, macaroni & cheese flavour, jalapeno pepper & cheese-infused “stuffed” varieties

• Insert fresh herbs that would be visible through the

sausage casing but not impact the taste of the sausage • Frozen sausage pellets, both raw and pre-cooked • Different forms: uncooked pre-sliced “disks,” mini-

patties, mini-links, and precooked “meatballs,” “salami” slices and “disks”

As per the orders of the management board the price should be kept comparable to the other brands and no discounting methods to be undertaken to implement the positioning

Label size and shape changes to maximize the product visibility window and provide in-case differentiation

Alternate label graphics using background photographs of smart

cooking , fresh ingredients depictions, fast cooking depictions , the Italian flag

Faux labels used as tip-ins in magazines to reinforce the brand

Labels with “back-placed” recipes

Larger package size with dinner-plate shaped trays

Famous potential spokespeople and ad campaigns depicting mothers to be time

savvy and cooking delicious food in minimum time like Maggie

Celebrity recipes

Celebrity store appearance program with on-site sampling

Temporary Merchandising Display units that carry recipe cards, great cooking-with-

sausage graphics, and can hold store merchandise, given with new account authorizations and / or increased facings