Saxonville Sausage Company

Amit Jaisingh 10PT2-03

Prashant Mittal 10PT2-33
Rahul Bassi 10PT2-39
Swapnil Solanki 10PT2-48
Vishal Sehgal 10PT2-64
SAXONVILLE BACKGROUND
Company Product Portfolio

PRODUCT MARKET REVENUE %

Brat Flat 70%

Breakfast Negative 20%
Product Italian Sausage “ VIVIO” Growth 5%

Revenue %age Contribution

 THE ITALIAN SAUSAGE BUSINESS

•Change in taste buds of US consumer

•Italian Sausage category showing growth
across retail sausage market
•CAGR – 15%
•Saxonville entered Italian sausage business in 2002
Vivio:
The need for a well thought out
positioning plan
The market potential

•Italian sausage market having growth of 15% in 2005

•Available in just 16% of US large supermarkets, primarily in Boston, New Jersey,
New York, Maryland, and South Carolina
•Vivio volumes contributing to only 5% of Saxonville’s revenue

Vivio’s strengths

•Vivio priced comparable to other regional sausage brands

•Great Product taste
•Established Saxonville name in eastern United states without much spending on
the brand
The four step positioning process

STEP 1 STEP 2
Planning new research Building on learning
on the target consumer from the Focus Groups

STEP 3 STEP 4
Building positioning The validation research:
concepts Quantitative testing
Identifying the core TG for Vivio
Understanding the core values of the consumer

•Judicious use of the attitude and usage data to define the FGS respondents
•FGS with both men and women to discuss benefits of Italian sausage
•Understanding core values and the role the product plays in peoples lives

Family makers: The influential TG

•Females, the primary purchasers and prepares of Italian sausage

•Exuberating the values & emotions
•Ideal- to make wholesome and appealing meals that the entire family
would love to eat
•Creating happy childhood memories
•The desire to get the family together in everyone’s busy schedule
Consumer research: An important leg
The Positioning
Six distinct ideas Family connection Clever cooking


• Family connection
• Confidence
• Tradition • Add personal touch
• Bring family together
• Clever cooking
•Vivio – It welcomes • Vivio – Creative
• Appreciation you in meals in minutes
• Quick and easy

Taken only top two concepts after screening : we will explain screening
process here
 The brand ladder

Leverage Consumer insights Measure consumer response & improve

Product attributes

Functional benefit

Emotional Benefit

Core Values

Creating Layers for Advantages

Source of business is incremental; no
cannibalization

•Usage difference in other Sax. products

•Vivio is an irresistible taste maker for all products
• It has created a viral demand because of its versatile use
 Branding & Communication

•Retain the ‘Vivio’ brand name while we go national

•Avoid confusing loyal consumers
•Enhance consumer bonding – Vivio connect
•Brand spread across consumption options- Pizza, Burgers
etc.
•Communication slogan which touches the consumers
heart
 Analysis & Learning

Branding:
Retain the Italian brand name. A touchy family slogan.
Consumer behavior
Change in taste buds, inclination towards longing for ‘family bonding’
Dreading meal disasters- Gourmet cooking, Child hood memories
Focus groups : -
Identifying the target consumer groups. The family makers.
Product differentiation :
Storm the product nationally with customized product offerings
Best in taste- The tastemaker to every Food
Product positioning
Basic position on core consumer value of ‘family’ well supported by
‘Clever cooking’