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AGENDA

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Current Situation
Research Methodology
Research Results
Alternatives & Recommendations
Tactics to accompany the product launch
INTRODUCTION TO SAXONVILLE
Saxonville is a 70 year old, privately held family business headquartered in Saxonville, Ohio
with revenues of $ 1.5 billion in 2005
The company produced pork sausage products, mostly fresh as opposed to smoked or semi-
dried
The bulk of the business was constituted by bratwurst (70% of revenues), breakfast
sausages (20% of revenues) and an Italian sausage named Vivio (5% of revenue)
Store branded products accounted for the remaining 5% of revenue

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ISSUES IN THE CASE
The company is facing a stagnation in the sale of its main product, bratwurst
The company is also facing a double digit reduction in revenue of its second best selling
product, breakfast sausages
The company had a limited presence in the Northeastern markets because of limited
distribution
The Italian sausage was the one category that showed growth across producers in the retail
sausage market
Saxonvilles brand of Italian sausages Vivio was available in only 16% of the nations large
supermarkets
The company did not have a positioning strategy for Vivio









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SAXONVILLES ITALIAN SAUSAGE BUSINESS
Saxonville entered the Italian sausage business in 2002 in the Northeast
In the northeast, bratwursts were not a basic staple like in other regions
The products were priced at a comparable level to other regional Italian sausages
For the first six months, the Italian sausages went on deal often and Saxonville also offered
in-store sampling
The company came up with an Italian name so as to get rid of any German heritage
associations and even placed an Italian flag on one corner of the package
Ann Banks, the new product marketing director of the company, was given the mandate of
launching a new national Italian sausage brand
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ANN BANKS MANDATE
Ann Banks was responsible for thoroughly evaluating the Italian opportunity
The national Italian sausage brand would be launched either under the Vivio label or under a
new one
The company had no idea about their target customer for Italian sausages and Ann had to
undertake research and analysis of consumer needs, preferences and values
The learnings would be used to develop a motivation centered characterization of the target
consumer
The main aim was to increase the profit contribution of Italian sausages as it was the only
growing segment




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HOW WAS THE RESEARCH METHODOLOGY
DETERMINED?
Right customers are to be
researched
Methodology is decided
based upon the research
design variables

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Research
Variables
Usage and User status
Potential demographic Considerations
Potential Behavior considerations
Geographic considerations
HOW WAS THE RESEARCH METHODOLOGY
DETERMINED?
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20-30 years: Potential buyers of
future
30-40 years: Current users and
demand what they want
40-50 years: Current Users, Vast
experience with our products
These can give a proper feedback
What should be there and what not?

Respondents live in various locations and should be researched across product specific
geographies Saxonville
Bratwurst: Ohio, Colorado, Dallas, Arizona, South Carolina)


Vivio Italian: Boston, New Jersey, New, Maryland and South Carolina
* Consumer perception of competitors (New Yorks Mama Mia brand, Bostons Paglia
Brothers brand, Pennsylvanias Hertfordshire brand).
Respondents
home part- or full-time
Do consumers in various lifestyles behave
similarly or differently? If different how and
what behaviors ?
REASEARCH
VARIABLES
AGE
GEOGRAPHIES
LIFE STYLE
2
nd
and 3
rd
Qualitative rounds
All respondents were females
Primarily for meal preparation
Purchased Italian sausage at least 2+
times in the past four weeks
Loyalists had 6 of their last 10 Italian
sausage purchases from Saxonville
At least two Italian sausage-eating
children at home


RESEARCH RESULTS
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Results
Others
Knowledge of emotional and functional attributes
Ideals of Family Life
Six different positioning territories
Their characteristics and needs
Laddering Techniques
Use Laddering Technique choose two top positioning territories
Key factors
Appreciation
Quick & easy
Tradition
Family connections
Clever Cooking
Confidence
Positioning Territories as Research results
THE TWO FINALIST CONCEPTS
#1: THE FAMILY CONNECTION CONCEPT
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Getting everyone together on the
dinner table promotes a sense of
unity
Enabled conversations and
communication cemented their
relationships
Seeing everyone at the dinner table
reinforces the belief in the
homemaker confirms that she is
doing a good job
Living in the same house is just an
aspect/attribute of family life; moments
like these truly define a family
Given the irresistible aroma associated
with Italian Sausages, the product would
draw the entire family to the table
Supporting Tactic: Make seasoning
more visible through casing and the
package talk about special blend with
fresh herbs & spices on cover
Family
Connection
OTHER CONCEPTS: BALANCING ACT AND LABOR OF LOVE
THE TWO FINALIST CONCEPTS
#2: THE CLEVER COOKING CONCEPT
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Respondents struggled constantly on
what to make for dinner whether to
cook, buy pre-made or take-in for
dinner
Most respondents didnt necessarily
feel that they were great cooks
Children: Aversion to anything new
Husbands: Distaste for Kid Food
Time: < 30 minutes
Clever cooking allowed them to create
meals everyone would love; also, use of
different ingredients led to different
meals with same product
Cooking Italian Sausages made the
homemaker feel good about herself as
she was making home-cooked meals
she valued and everyone loved
Supporting Tactic: Product to be
offered in a variety of flavors & forms
with In-pack recipes having clear
instructions on cooking a meal
Clever
Cooking
THE TWO FINALIST CONCEPTS
POSITIONING-TO-BRAND LINKS
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Family Connection Clever Cooking
Values
Emotional Benefit
Functional Benefit
Attributes
Job Well Done: bringing everyone together
Togetherness
Loved by everyone
Perfect blend of seasoning & spices
Job Well Done: home made food + variety
Creating a meal
Variety of meals with proper instructions
Number of flavour combinations to try out
THE TWO FINALIST CONCEPTS
WHICH ONE TO GO FOR?
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Family
Connection
Clever
Cooking
Effective In-store
Merchandizing
Vehicle
On-pack additions
Final Call
Graphic displays showing a Family eating
together
Simple: How to Cook
Easy to own (customers) +
Possibility for an Italian Family concept
Graphic displays which offers something for
everyone
+
Tear-off recipes
On-pack recipes to further promote
Easy to own (customers) +
Easy to execute (Brand)
First Choice Votes (out
of 4 concepts)
54% Respondents 20% Respondents
Quant. Research: Will
Definitely Buy
23% Respondents 41% Respondents
THE TWO FINALIST CONCEPTS
FINAL POSITIONING STATEMENTS
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Family Connection Clever Cooking
Discover a crowd-pleasing favourite:
A unique blend of fresh herbs and spices and an
irresistible aroma that brings the whole family
together
Delicious flavors to satisfy a range of tastes:
Add your own personal touch with our suggested
recipes to create meals that make any day a little
special

BRAND NAMING PROS & CONS
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SAXSONVILLE BRAND ITALIAN SAUSAGE
Name carries with it a product quality heritage
Name has 70 year old success history



Name heavily associated with bratwurst
Not well known by Italian sausage eating
consumers
Does not have a natural Italian affiliation
VIVIO BRAND ITALIAN SAUSAGE
Established, though small brand
Good brand equity among Italian sausage-using
consumers, both loyalists and occasional users
OTHER CONSIDERATIONS
Any brand name, Vivio or Perfecto brand from Saxonville Sausage Company
Licensed name, either Ragu or Prego brand of Italian Sausage or Pregos Perfecto brand of Italian sausage
People who dont like Vivio sausages would resist
trying the same
#1: THE FAMILY CONNECTION CONCEPT
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Increasing seasoning visibility
through the sausage casing and
communicate the presence of herbs
and spices

Including package copy that talks to
the products special blend using
terms like fresh herbs and natural
spices

Increasing sausage visibility in the
package by reducing the label size
A package label that uses a photograph
depicting a family gathered around a
table as background
Package label depicting some go with
ingredients that can be used to make a
meal, like, fresh peppers, onion, pasta
etc.
Change the package label from
rectangular shape to an oval shape,
depicting a serving plate, which makes
the label appear to be a regular dinner
Family
Connection
#2: THE CLEVER COOKING CONCEPT
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Developing a variety of different
flavorsfor example, smoked,
cheese, etc
Developing a variety of forms
beyond traditional linksfor
example, pre-sliced, ground, patties,
mini-links, etc
A package label depicting a picture
showing a working woman balancing
her busy life with quick & easy to cook
sausages
Inserting under the package label a fold-
out paper, ideally recipe box size, that is
a branded recipe for an easy-to-make
30-minute meal
Mark the front of the package with a
sticker recipe underneath and identify
the ingredients required, so the
consumer see what shell need
Running a cross-merchandizing
promotion with grocery stores wherein
we can offer them a temporary
merchandize unit
Clever
Cooking
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