What alternatives do you recommend and why?

It has been mentioned in the case that the Vivio was the only product under the Saxonville brand which is growing that too without much of expenditure on advertisement. Initially, the customers had bought the product under discounted rates and the quality of the product retained the customers and increased its customer base without advertisement. It shows that the product is already established which implies that brand name Vivio is popular in the areas where its currently being circulated hence changing the name of the brand is not recommended. Two of the positioning territories are almost comparable as per the response from the functional group and also in the concept assessment exercise i.e. Family connection and Clever cooking. It will be more beneficial if the clever connection approach is used. This is because the Italian name of the product depicts family connection already as its already being used by the Paglia bothers where they used the Italian name which is synonymous with Family connection and used their locally grown tag line to attract customers from both the segment. Also in some of the markets, it has been mentioned that Saxonville had moniker the family company hence the Family connection is already implied. Also, the Clever cooking would not lead to cannibalization of the other products under the brand. Also, there are fewer chances of competitors copying the same approach. If required,The family connection can be implied in the advertisements which can be done either by showing family together for dinner in the advertisement or naming a subbrand under Vivio as Famiglia. Market Segmentation If we try to understand the benefit that customer seek then it is evident that customer requires a food product which is good in taste and easy to make which will automatically attract the other family members to like it and hence create family connection. The Clever cooking approach will also help in creating product differentiation as none of the rival brands have used this approach and a huge differentiation which cannot be copied can be created.

I would like to recommend the positioning strategy as Family Connection. The reasons for this choice have been illustrated below: It has a wider appeal: Positioning it by emphasizing the family connection would attract not only working women but also home makers. The product will be positioned such that it encourages families to be together & enjoy a meal. Most of the respondents, whether they were expert at cooking or not, wanted to provide their family and their children with a meal that they would enjoy. Specially working females who are unable to cook delicious food due to paucity of time and lesser knowledge of exotic dishes. It is

also mentioned that the lady of the house uses pre-packaged food as that seems to be the best option in given scenario but she also felt unhappy of doing that.

and create a quick meal which will please everyone and give her the appreciation that she deserves for her time in the kitchen. Many needs addressed through one message:This positioning would create an image in the customers mind that if they purchase this product their following needs would be satisfied:

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appreciated for her efforts. Customers prefer this strategy: The market survey data reveals that 54% of the first place votes went to this over the other strategy. Hence, it makes sense for the company to deliver to the customer what they want. On the other hand if the company decides to adopt the other strategy then the message of Clever Cooking will isolate the product from the emotional benefit derived from eating together with the family which is quite important for the target customers. Plus the traits emphasized in this positioning can be easily coupled with the earlier strategy as additional traits. Hence, In addition the case also goes on to suggest that in markets where Vivio is currently established, they have achieved reasonable success with family branding as the central theme. Reverting now to the clever cooking concept is a rebranding exercise the results of which may be difficult to predict at this point in time. The case also suggests that the main conclusion that could be drawn from the entire market research exercise was that the woman who was the target customer wanted to be a good mother and a good homemaker and was willing to go that extra mile to fulfil that aim. Marketing the product as a Clever Cooking concept would send out a message that the product is essentially for use by females who are not the best of chefs.

Although the concept may appeal to the target customers in the first place, in the long run the product runs a risk of being looked at as an inferior product - in comparison with a brand that is seen as having an appeal of being the family food - which is used only when there is a serious scarcity of time. It is possible that the customers might look at it as a product that is usable when time is short but does not add any value to them in terms of getting the family together or earning those few words of appreciation from the family. Perhaps it is also possible to look at a double but distinct branding strategy on Saxonvilles part while launching the product on a national basis. Saxonvilles Italian sausages can continue to be marketed under the name Vivio in the markets that it is currently distributed in (16% of national supermarkets). This will allow the product to tap into the association consumers have with Saxonville. In the other 84%, the new product can be branded with a more Italian orientation as Perfecto or Italys Best. These names score high in market research to determine the ideal Italian sausage name, and will alienate the product of any German connections that Vivio seems to suffer from.

What Tactic should accompany the product launch?

Another way of creating a product differentiation would be to use the launch of the product as the base to make the name Vivio synonymous with Dinner Sausage. This can be done through following ways. 1) Popular cook can be engaged to invent some innovative recipes using Vivio and name of the dishes should start with the word vivio. 2) Start competitions amongst user to submit new recipes using vivio and the best one will get to share air time on television with the chef. 3) Launch cook books which has all the dishes made with Vivio. 4) Attach a flyer with the product with new recipe of Vivio usage. 5) Use some popular recipe show to showcase some very new ways of using Vivio for dinner. 6) The working woman or man per se usually spend less time in cooking and hence would prefer dishes which can be made easily hence the next deciding factor is the ease of product availability and easy storage. Hence on call delivery can be used as one of the options to popularize the product and this facility may also act as product differentiator.

7) After applying the technique of segmentation on the basis of usage, the best option that can be considered is targeting the heaviest usage consumers aged 20-50 years. Positioning of the brand can be done in the minds of the target group in the following ways: 8) be done by including children in the Decision making unit and enhancing the child appeal of the product. 9) media. Also, the time slots of telecasting are important. They should mostly be shown either during shows having a huge female viewership (in order to focus on the female core target group) or during kids TV programs (to tap the potential kids have in terms of influencing family decisions). -ups with cookery shows and chefs. This can help in increasing the visibility of the product. the Italian connection helps in boosting the brand image, the package can contain famous Italian designs and colours. Secondly, the packaging can include clearly visible details about the nutritional value of the product. 12) romotions/ retail promotions). One way of doing this is by dedicating a special rack for the product for the initial month.

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13) A customer purchases a product after recognising a need, establishing criteria, searching for information & evaluating criteria. After that, a single product is chosen and purchased. Now, the ways described above, if successfully implemented, can help the sausage company grasp the customers attention when he/she chooses the product.