SAXONVILLE

SAUSAGE
COMPANY
Group 7
GARIMA ASTHA
GAUTAM JAIN
PRIYANSHU JAIN
REETI PRIYANI
SHILPA HEMBROM

PGP30075
PGP30076
PGP30095
PGP30096
PGP30103

COMPANY BACKGROUND

Saxonville was a 70-years old, family business located in

Saxonville, Ohio

Approximate Revenue (Year 2005): $ 1.5 billion

Produced a variety of pork sausage products:

fresh sausage as opposed to smoked or semi-dried

Branded Products:
Bratwrust, Breakfast Sausage, Italian Sausage (Vivio), Store
Brand Products

PRODUCT PORTFOLIO
Bratwrust

Breakfast Sausage

Italian Sausage
Vivio

Revenue Share 70%

20%

5%

Growth
Prospects

Zero Growth prospects

Decline in revenue as
few people serve
sausages in regular
breakfast

Expected Growth rate

of 9-15%

Distribution

Distribution via
national and regional
brokers*

Distribution via
national and regional
brokers*

Available in just 16% of

Nations supermarket

Pricing

15% higher than

competitors brand
20% higher than store
brands

5% higher than
competitors brand
12% higher than store
brands

Comparably priced
with competitive
brands
20% higher than store
brands

Promotions

TV Ads

Print campaigns

Not supported by
advertising

Peak Season
May to September
November to March
for Sale
*little distribution in Northeastern Market Stores
Competitors
1 national player
3 national player
5 local/regional brands 9 local/regional brands

October to February
Mostly local/regional
brands

ITALIAN SAUSAGE MARKET

National players were in the frozen sausage category

Regional competitive brands used farm-to-market idea
Little local spot advertising
Heaviest usage is among 20-50 years and they purchase 3+ times a month
Mean usage is two times every six weeks

Positioning used by brands in Italian Sausage

Mama Mia (New York)

Authentic Italian heritage

Hertfordshire (Pennsylvania)

Freshly and locally made

Paglia Brothers (Boston)

Locally grown

Vivio

Vivio fresh Italian sausage

VIVIO
Vivio entered the Italian sausage
market in 2002 in the Northeast
They made up an Italian name
because they worried that people
wouldnt buy an Italian product
from a German heritage
company
Only supported by base trade
spending
Vivio was growing with the
category and making distribution
gains
SAXONVILLE NEEDED A PLAN
FOR LAUNCHING A NATIONAL
ITALIAN SAUSAGE BRAND
TO ACHIEVE ITS PROFIT
OBJECTIVES FOR NEXT FISCAL
YEAR

Product attributes and

Packaging
Look and feel of advertising
LAUNCHING
A NATIONAL
ITALIAN
SAUSAGE
BRAND

Positioning the brand to match

up the core values in the
hearts and minds of consumers
with attribute of products

Ideal name for Saxonvilles line

of Italian sausage

SEGMENTS

DEMOGRAPHIC
Age
Gender
Working Status:
Working out of home
, part or full time &
homemaker
Income level
Education level
No. of children; age
of children

PSYCHOGRAPHIC
Lifestyle : busy
lifestyle
Short time available
for family needs

BEHAVIORAL
Frequency of use:
Heavy , medium and
light user
Based on loyalty:
Loyalist 6 out of 10
purchases v loyalist
to competitive
brands
Based on cooking
know how: good
cook, amateur

POSITIONING CHOICES
Some insights from research
Females were primary purchasers and preparers of Italian sausage
Most were passionate about cooking and eating Italian sausage
But very few had time and know-how to come with range of meals
Wholesome and appealing meals to get the family together
Also for quick meal in the house
Initial 6 positioning
territories

Final 4 positioning
concepts

Family Connection

Family Connection

Clever Cooking

Clever Cooking

Confidence

Balancing Act

Appreciation

Labor of Love

Quick and Easy

Tradition

POSITIONING
A comparison between top two selected positioning
choices
Family Connection
Reasons for
choosing
the option

Reasons for not

choosing the option

Clever Cooking

Opportunity to exploit
Emotional bond Saxonville is
perceived as family brand
Close to target customers core
value , aspirational as it fulfills
emotional value sought by
target customer
relate to authentic Italian
heritage

No unique positioning
Easily replicable
Cannibalization is more likely

Possibility to broaden the

perception of product use
Add value to more generic
family concept

Might alienate the target

segment
Difficult to integrate creative
with family values
Does not relate to target
customer core values

BRAND NAME

VIVIO

Unknown
brand

SAXONVILLE
ITALIAN
SAUSAGE

VIVIO ITALIAN
SAUSAGE
FROM
SAXONVILLE

German
heritage

Italian brand

Italian
product

Quality
recognition

Primo/Perfecto

top scoring
brand names
in the focus
group

CLEVER COOKING LADDER

Primary Target Customer:
Homemakers
Secondary Target Customer :
Aspiring Chef
Brand Name: Vivios from
Saxonville as it will strengthen the
brand in the long run and create
strong positioning in consumer
minds
Promotions: Marketing
campaigns which demonstrates
multiple uses of Vivio sausages
and Sales promotion
Place : Distribution channels
already in existence from national
distribution of other portfolio
products

Value: Job Well Done

Emotional Benefits: Sense of
satisfaction, Appreciation &
facilitating family togetherness
I am a clever cook; Am the Chef
tonight
Functional Benefits: meal maker
used as ingredient food, Quick, easy
and reliable
Attributes : high quality, good colour
, great taste and texture, more variety

THANK YOU
!