Saxonville Sausage
Case Study 1
1. What is the current situation faced by the company?
In order to find out the current situation of Saxonville, I conducted a SWOT analysis:
Strengths
Has a national distribution network.
Is already recognized as a national brand.
They offer a variety of quality products.
Weaknesses
Selling Italian sausage from a German company.
There is no product differentiation.
No positioning in the market.
Vivio is not a popular Italian name.
Opportunities
No national Italian sausage brand.
Can sell easier because Saxonville is recognized nationally.
The Italian sausage market is growing.
Threats
Can cannibalize sales of their brats.
Face the competition of 29 locally established brands.
2. How was the research methodology determined?(pay attention to exhibit 3, exhibit 9 and 11)
The research methodology was determined by Bank’s four step process. The first step is conducting qualitative research to understand behaviors and needs of the target consumers. The second step is a consumer sessions where they use what they have “heard to develop and then gain reactions to different positioning ideas.” The third step they refine what they have learned into concepts and have consumers prioritize and improve them. The fourth step, concepts are put into monadic testing, which puts out a test score that is then used to decide whether or not the idea is profitable (If people are willing to buy it or not).
3. What were the research results? (hint: exhibit 4, 6, 9,11)
Research showed that that women are the primary people that purchase the Italian sausage, and they wanted easy to cook, homemade meals that would bring their families together. The consumers voted on several topics, and family connection was the most popular choice. Clever cooking was second, because they wanted it to have the high quality ingredients but could be prepared many different ways so she could add her own special touch.
4. Follow the example of exhibit 7, what might a positioning “ladder” look
1. What is the current situation faced by the company?
In order to find out the current situation of Saxonville, I conducted a SWOT analysis:
Strengths
Has a national distribution network.
Is already recognized as a national brand.
They offer a variety of quality products.
Weaknesses
Selling Italian sausage from a German company.
There is no product differentiation.
No positioning in the market.
Vivio is not a popular Italian name.
Opportunities
No national Italian sausage brand.
Can sell easier because Saxonville is recognized nationally.
The Italian sausage market is growing.
Threats
Can cannibalize sales of their brats.
Face the competition of 29 locally established brands.
2. How was the research methodology determined?(pay attention to exhibit 3, exhibit 9 and 11)
The research methodology was determined by Bank’s four step process. The first step is conducting qualitative research to understand behaviors and needs of the target consumers. The second step is a consumer sessions where they use what they have “heard to develop and then gain reactions to different positioning ideas.” The third step they refine what they have learned into concepts and have consumers prioritize and improve them. The fourth step, concepts are put into monadic testing, which puts out a test score that is then used to decide whether or not the idea is profitable (If people are willing to buy it or not).
3. What were the research results? (hint: exhibit 4, 6, 9,11)
Research showed that that women are the primary people that purchase the Italian sausage, and they wanted easy to cook, homemade meals that would bring their families together. The consumers voted on several topics, and family connection was the most popular choice. Clever cooking was second, because they wanted it to have the high quality ingredients but could be prepared many different ways so she could add her own special touch.
4. Follow the example of exhibit 7, what might a positioning “ladder” look