Saxonville Sausage Essay Example

Notably, the brand did not rely on strong branding.

Vivio has the potential to bring success to Saxonville through a powerful marketing strategy. According to the 2000 U. S. Census data, approximately 15 million people (5% of the population) identified as having Italian heritage, making them the fifth largest demographic group in America.

The Italian-American population in the United States is equal to 6% of the total population, which amounts to 17.8 million people as of 2006 (also accounting for 6% of the population).

The Italian sausages made by Saxonville are highly valued by the majority of Italians living in the US. These sausages play a significant role in generating income. They are particularly popular among women, who typically handle dinner preparation and are the primary customers for these sausages. These women have a constant need for a product that can help them create healthy and appealing meals for their families. Additionally, they require a convenient product as they lack time to be creative and prepare new meals on a daily basis due to their work commitments. It is also crucial for this product to be well-liked by children.

Fortunately, the "Italian Sausages" offered by Saxonville fulfill various needs that women value. Not only do these sausages provide healthy and wholesome food options that can be used in home-cooked meals loved by everyone, including children, but they also serve as popular dishes at the dinner table. Moreover, these sausages make meal preparation easy, allowing women to spend more quality time with their children.

Furthermore, these versatile sausages can be used in numerous dishes such as soups, sauces, vegetables, pasta or rice. This provides an opportunity for women to showcase their

culinary creativity while incorporating the sausages into different recipes.

The idea of "Italian" itself is attractive to people seeking flavorful cuisine, and Saxonville's Italian Sausage delivers exceptional quality with its good color, great taste, texture and above-average ratio of solids to fats.

Overall, Saxonville's Italian Sausage possesses all the features mentioned above that meet the needs and desires of its target market - women.In brief, Saxonville's Italian Sausage attributes significantly improve the lives of its target consumers - women, making their lives easier and more enjoyable.

The features mentioned above address the third question of positioning, which is about why the product is the best option to meet those needs. The perpetual map of Italian sausage usage clearly illustrates that a meal made with Italian sausage is highly rated in terms of both ease of preparation and pleasing the family. Differentiation is a competition for the customer's perception. It involves shaping the customer's perception of the product in their mind. The choice of differentiators should be based on what the target customers value the most.

The final concept assessment revealed that among 250 women, 81% expressed motivation to purchase the sausages if the "Family Connection" concept was utilized. In contrast, only 72% of the same group were motivated by the "Clever Cooking" concept. In a previous voting wherein four concepts were considered, "Family Connection" received 54% of the first place votes. Thus, it is clear that "Family Connection" was more motivating. When individuals think of "Italian," the idea of "family" comes to mind, and they are able to relate to the product.

Since no other brand had taken the next step towards communicating that, Saxonville will be able

to exploit this positioning concept. Being first is a good differentiation factor. It has an edge over others because when Saxonville comes out with this concept first, it would be difficult for its competitors to emulate. So, the differentiation factor in marketing for Saxonville should be the concept of family. 4] Why Not “Clever Cooking”: “Family Connection” is what would attract a woman better than the “Clever Cooking” concept.

It is true that women often feel appreciated when their cooking skills are recognized, but they would be even happier if the entire family enjoyed the food. The concept of "Clever Cooking" can be utilized in subtle ways, as suggested by the sales team in exhibit 11, by making recipe cards readily available in the merchandise area. Implementing innovative ideas like these will also create a perception among women that sausages can be used creatively in different dishes. The product features already demonstrate its versatility as an ingredient for soups, sauces, vegetables, and various other bases. Concerns about the "Family Cooking" concept cannibalizing sales of other products are unfounded and irrational.

The success of this product will not only benefit Saxonville, but also help other products find a market in areas where the company has yet to establish a presence. In conclusion, the industry has a large market size, but it is highly competitive. The effectiveness of how the product is marketed can make or break the company. If a company uses the same marketing platform as its competitors, there will be little impact on sales. However, by utilizing an innovative marketing idea that emphasizes family connection, the main target customers can be attracted. The Italian Sausage, known

for its exceptionally high quality, just needs the right push to generate revenue for the firm. This can be achieved through strategic marketing techniques and positioning concepts.

References:

1. Case study of Saxonville Sausage Company by Harvard Business School.
2. Ries, A. and Trout,J. (1981) Positioning, The battle for your mind, Warner Books - McGraw-Hill Inc., New York , 1981 , ISBN 0-446-34794-9
3. www29.homepage.villanova.

edu/john. kozup/Segmentation%20Ch.%209. ppt [4]. http://en.

Visit wikipedia.org/wiki/Positioning_(marketing) for more information on positioning in marketing.