SAXONVILLE: CASE STUDY

By Group 8 Kaustubh Chaudhary (199) Khyati Jhunjhunwala(201) Naved Siraj(207) Nidhi Bansal(209)

BACKGROUND

Company
National Sausage Company (Regional Italian Sausage)  Revenues of $1.5 billion


Ann Banks
New Product Marketing Director  Objective-Launching a National Italian Sausage Brand


BACKGROUND CONTD.

Product Segmentation
Bratwurst-70% revenue  Breakfast sausage-20%  Vivio- 5%


Targeting
Bratwurst- Adult Male target through FHH  Breakfast sausage-FHH target  Vivio- FHH target


*FHH-Female Head of Household

BACKGROUND CONTD.

Positioning
Bratwurst-Men and beer outdoor BBQ positioning  Breakfast sausage- Hot family breakfast in minutes positioning  Vivio-implied Italian Heritage positioning


KEY ISSUES
Target Segment: Female Head of Household Benefits
Most Profitable Covers the whole family Establish Brand

Risks
Avoid Cannibalizing Male Brat Market Missing out on Potential Revenue

KEY ISSUES
Naming

Aim
Appeal to new consumers(Italian Heritage factor) Retain existing loyalty(Saxonville legacy factor) Use Saxonville name to leverage the companys heritage and brand equity

Tactics
Sub Branding like X-brand Italian Sausage from Saxonville Licensing an established name from another category

KEY ISSUES
Packaging

Quality
Box

Family Appeal

Packaging Band

PeelPeel-off Recipe Card Appealing Image Website Information Standard & Variety Pack

Freshness Brand Logo

Name

KEY ISSUES
Advertising: Non Traditional but Targeted Special Special Italian
Lasagna Italian Lasagna We serve We serve Saxonville Saxonville Sausage! Sausage!

KEY ISSUES

Advertising: Targeting Customers core values

Focus on Family Connection Projecting the clever cooking concept to FHH Unique Recipes that will induce Confidence Appreciation Advertising schemes like 30 min Meal Maker Traditional Recipes to evoke nostalgia.

THANK YOU