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Company
Case Presentation
SaxonVille Company
Background
Saxonville, 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
Revenue Percentage Contribution
smoked or semi-dried
5% 5%
20%
70%
Bratwurst
Breakfast sausage
Italian sausage
"
Store brand product
Objective
1. Successful launching and
Research Findings
1) By plotting perceptual Maps it was found
Target
Target
Busy
Busy female
female
head
head of
of
household
household
age:
age: between
between 20
20
and
and 50
50
Geography:
Geography:
everywhere
everywhere in
in the
the
US
US
Values
Values
good,
good, nutritious
nutritious
meal
meal
satisfy
satisfy everyones
everyones
needs
needs
time
time spent
spent with
with
family
family
get
get everything
everything
done
done
creativity
creativity
Enabled conversations
and communication
cemented their
relationships
Family
Connec
tion
Saxonville Sausages
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
10
Clever
Cooking
Supporting Tactic:
Product to be offered in a
variety of flavors & forms
with In-pack recipes
having clear instructions
on cooking a meal
Saxonville Sausages
Family Connection
Clever Cooking
Emotional Benefit
Functional Benefit
Loved by everyone
Values
Attributes
11
Saxonville Sausages