GROUP 5

ADARSH RANJAN
(18PGHR05)
ATRIJA GAUR
(18PGHR15)
GOKUL NAIR
(18PGHR25)

Saxonville PALASH JHAWAR

(18PGHR35)
VARUN CONTRACTOR

sausage company
(18PGHR55)
SUNDAR GANESH
(18PGHR60)

Group 5
Ankush Sindol
Diksha Miglani
Harshvardhan Singh
Nitin Tripathi
Shivam Gopal Periwal
Shivani Aggarwal
 SAXONVILLE’S BACKGROUND

• A 70-year old family Product Market Revenues BCG

business headquartered in Matrix
Saxonville, Ohio.
Bratwurst Flat – No 70% Cash
• Revenue approximately $
Growth Cow
1.5 billion (2005).
• Produced a variety of pork Breakfast Decline 20% Dog
sausage: fresh sausage as Sausage revenues
opposed to smoked or
semi-dried
Italian Growth 5% ?
Sausage
“Vivio”
Store - 5% -
brand
products
 ABOUT VIVIO

• Vivio entered the Italian sausage market in 2002

• The Italian sausage was the one category showing
growth across producers in the retail sausage
market, showing an annual rate of 9% in 2004 and
15% in 2005
• Revenue approximately $ 1.5 billion (2005).
• Produced a variety of pork sausage: fresh sausage
as opposed to smoked or semi-dried
• Main varieties : Bratwurst, Breakfast Sausage, Italian
Sausage “Vivio”
 PRODUCT IDENTITIES

Mama Mia authentic Italian heritage

Hertfordshire freshly and locally made

Paglia Brothers Italian name but work the ‘locally

grown’ angle

Saxonville an Italian flag

 RESEARCHING AND EVALUATING THE ITALIAN
OPPORTUNITY

• Ann Banks with her manager’s assistance formed a team of 10

colleagues of different departments; they named their task “Project
Score”
• At the meeting, Banks handed out two documents.
• One-page summary of the company’s sausage businesses was given
in the first document.
• The second document presented Vivio’s 2005 sales performance.
• Banks decided to do positioning of Vivio in four steps (explained
ahead)

Planning new Building on

Building Addition
research on learnings
Positioning research and
the target from the
Concepts verdict
customer focus group
 STEP I:
PLANNING NEW RESEARCH ON THE
TARGET CUSTOMER
Pennsylvania Research - Highly
interactive mini group
1
Focus Group – Filtered through
A&U data
2
Sessions conducted with focus
groups
3
Develop Core Values for Good
Positioning
 BRAND LADDER FOR VIVIO

VALUE Discerning good taste

EMOTIONAL BENEFIT Makes me feel like a gourmet cook

FUNCTIONAL BENEFIT Flavour enhancement makes recipes taste better

Smooth and light texture

Pale green natural color
ATTRIBUTES Emulsifies instantly
High melt temperature
Sophisticated taste
 POTENTIAL POSITIONING
CONCEPTS

‘FAMILY CONNECTION’ MOST VOTED FIRST PREFERENCE

‘LOVE CONCEPT’ LESS PREFERRED

‘BALANCE CONCEPT’ LESS PREFERRED

‘CREATIVE/CLEVER COOKING’ SECOND MOST OPTED PREFERENCE

 ADDITIONAL RESEARCH AND VERDICT

Family Connection Clever Cooking

Closest to the target Easier to provide tactical
customer’s value support
Emotional bound Making a recipe your own
way
Generic idea Distinct and durable idea
Can be copied Not easy to imitate
 SWOT ANALYSIS

•WEAKNESSES
•STRENGTHS
•Lack of pan American
•Successful in the market
distribution
•Strong presence all over
•Lack of proper
the United States
positioning strategy
•Strong brand recognition
•No focus on advertising

•OPPORTUNITIES
•Growing market for THREATS
Italian sausages Competition from local
•Growing brand brands
awareness of Vivio •Cannibalization of other
•Lack of a national brand segments
for Italian sausages •Flat growth in other
•Robust distribution product segments
system
 PROMOTION

•83% of shoppers make •Older vs. Younger •Rice, Pasta, etc.

their purchase decision (Babble.com & Family •Online Coupons
before they leave the Circle)
house •Family theme
•90% of Mothers prefer ads/Sponsored Recipes
brands recommended by
other mothers

Influence Female
Magazines/Websit Complements/Cou
Head of
es pons
Household(FHH)
 4P ANALYSIS

Product Place Packaging Promotion

•Saxonville’s •Distribution •Large windows •Advertising
Italian sausage channels so that fresh •Personal selling
is consumer already in ingredients are •Sales promotion
class product existence from highly visible
•Publicity
•Homogeneous national •Strong Italian
distribution of •Interactive
products, price color/image to
other portfolio media
will be the main promote
factor products heritage
•100% available •Included
in nation‟s recipes for quick
supermarkets meals ideas
 RECOMMENDATIONS

• Focus on advertising, packaging and product

attributes
• Focus on pan - American growth including
north-eastern markets
• Make Vivio more available (only in 16% of
nation’s supermarkets)
• Positioning as a Clever Cooking concept with a
reference to Family Connection
• Stick to the Vivio name because it already has
market appeal
THANK YOU