Group 2

GARIMA ASTHA PGP30075GAUTAM JAIN PGP30076PRIYANSHU JAINPGP30095REETI PRIYANI PGP30096SHILPA HEMBROM PGP30103Group 7SAXONVILLE SAUSAGECOMPANY

COMPANY BACKGROUNDBratwrustBreakfast SausageItalian Sausage VivioRevenue Share70%20%5%Growth ProspectsZero Growth prospectsDecline in revenue as few people serve sausages in regular breakfastExpected Growth rate of 9-15%

DistributionDistribution via national and regional brokers*Distribution via national and regional brokers*Available in just 16% of Nations supermarketPricing15% higher than competitors brand20% higher than store brands5% higher than competitors brand12% higher than store brandsComparably priced with competitive brands20% higher than store brandsPromotionsTV AdsPrint campaignsNot supported by advertisingPeak Season for SaleMay to SeptemberNovember to MarchOctober to FebruaryCompetitors1 national player5 local/regional brands3 national player9 local/regional brandsMostly local/regional brandsPRODUCT PORTFOLIO*little distribution in Northeastern Market StoresNational players were in the frozen sausage categoryRegional competitive brands used farm-to-market ideaLittle local spot advertisingHeaviest usage is among 20-50 years and they purchase 3+ times a monthMean usage is two times every six weeks

ITALIAN SAUSAGE MARKET Positioning used by brands in Italian SausageMama Mia (New York)Authentic Italian heritageHertfordshire (Pennsylvania)Freshly and locally madePaglia Brothers (Boston)Locally grownVivioVivio fresh Italian sausageVIVIO Vivio entered the Italian sausage market in 2002 in the NortheastThey made up an Italian name because they worried that people wouldnt buy an Italian product from a German heritage companyOnly supported by base trade spendingVivio 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 YEARSEGMENTSDEMOGRAPHICAgeGenderWorking Status: Working out of home , part or full time & homemakerIncome levelEducation levelNo. of children; age of children PSYCHOGRAPHICLifestyle : busy lifestyleShort time available for family needs BEHAVIORALFrequency of use: Heavy , medium and light userBased on loyalty: Loyalist 6 out of 10 purchases v loyalist to competitive brandsBased on cooking know how: good cook, amateurSome insights from researchFemales were primary purchasers and preparers of Italian sausage Most were passionate about cooking and eating Italian sausageBut very few had time and know-how to come with range of mealsWholesome and appealing meals to get the family togetherAlso for quick meal in the house

POSITIONING CHOICESInitial 6 positioning territoriesFinal 4 positioning conceptsFamily ConnectionFamily ConnectionClever CookingClever CookingConfidenceBalancing Act AppreciationLabor of LoveQuick and EasyTradition Family ConnectionClever CookingReasons for choosing the optionOpportunity to exploit Emotional bond Saxonville is perceived as family brandClose to target customers core value , aspirational as it fulfills emotional value sought by target customerrelate to authentic Italian heritagePossibility to broaden the perception of product useAdd value to more generic family conceptReasons for not choosing the optionNo unique positioningEasily replicableCannibalization is more likelyMight alienate the target segmentDifficult to integrate creative with family valuesDoes not relate to target customer core values POSITIONINGA comparison between top two selected positioning choicesBRAND NAMECLEVER COOKING LADDERPrimary 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

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