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

Revenue %age Contribution

PRODUCT MARKET REVENUE %

Brat Flat 70% Breakfast Negative 20% Italian Sausage “ VIVIO” Growth 5%

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

•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 priced comparable to other regional sausage brands•Great Product taste•Established Saxonville name in eastern United states without much spending on the brand

Vivio:The need for a well thought out positioning plan

The market potential

Vivio’s strengths

STEP 1Planning new research on the target consumer

The four step positioning process

STEP 4The validation research:Quantitative testing

STEP 2Building on learning

from the Focus Groups

STEP 3Building positioning concepts

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

Identifying the core TG for Vivio

•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

Understanding the core values of the consumer

Consumer research: An important leg

The Positioning

• Add personal touch

• Vivio – Creative meals in minutes

Six distinct ideas Family connection Clever cooking

• Family connection

• Confidence

• Tradition

• Clever cooking

• Appreciation

• Quick and easy

• Bring family together

•Vivio – It welcomes you in

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

The brand ladder

Creating Layers for Advantages

Core Values

Emotional Benefit

Leverage Consumer insights Measure consumer response & improve

Functional benefit

Product attributes

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 memoriesFocus groups : - Identifying the target consumer groups. The family makers. Product differentiation :Storm the product nationally with customized product offeringsBest in taste- The tastemaker to every FoodProduct positioning Basic position on core consumer value of ‘family’ well supported by ‘Clever cooking’