Saxonville Sausage CompanySubmitted By: CABAYACRUZ, Jamie Bernadette C. CARPITANOS, Joyce Sophia R. TAN, Krystal Joy D. TAN, Neil Matthew L. ZOZOBRADO, Bethle May M. Submitted to: Mr. Francis Arroyo Date: August 13, 2015 Unfortunately. Ohio.Saxonville Sausage Company Problem Statement Which brand positioning concept should Saxonville use in order for them to effectively and efficiently launch a national Italian sausage brand for the company to be able to generate more profit and improve their competitive edge? Objective The objective for Saxonville is to determine the most appropriate brand positioning concept as well as the marketing strategies connected to it and be able to apply it to their products which needs improvement without dismantling or having cannibalization of Saxonville’s other sausage products. The main focus of their company is fresh pork sausage products. Saxonville's sales in bratwursts have been flat and their breakfast sausage line has been steadily underperforming in the market resulting in a double-digit decline in revenue. Saxonville Sausage needs to carefully create their positioning marketing plan to move their Italian sausage brand to national category leader and correspond to the core . breakfast sausage that consists of twenty percent of their revenues and their small Italian sausage line. Brief Description of the Case Saxonville Sausage is a private family owned company in Saxonville. They have been consistently increasing because of their Vivio Italian sausage and this is primarily in the New England area. named Vivio that only makes up five percent. It is a national producer of fresh sausages. which makes up seventy percent of their revenues. However. the Italian sausage was the one category showing growth across producers in the retail sausage market. an Italian sausage with the potential to become a national category leader. Saxonville hired a new marketing director in Ann Banks to attain and launch a national Italian sausage brand needed to bring to market in order to achieve profit goals or intentions for the next fiscal year without dismantling or having cannibalization. Their main product is their bratwurst line. customer base. when it comes to Italian sausage. Saxonville can compete and match other competitors in terms of production of Italian sausage across the retail sausage market.values of consumers with the attributes of a product portfolio to meet their specific preferences. Although. the company’s weakness is its poor standing of Italian sausage because of a more “German heritage”. . Saxonville is suggested to re-launch a new product line to be able to meet the standards of the national level and increase its sales. Areas of Consideration Strengths The brand has laid all their identified goals and objectives and they also have a clear view of their target market Saxonville is already known because it is well established and customers as well as the other potential buyers already find their products trusted and worth buying. Saxonville’s brand name is strong overall. Saxonville has well-established business. Currently. and sales with their Italian Sausage products. and people evoke high quality when speaking of Saxonville’s Italian products. The primary situation in the Saxonville Sausage Company case was their need to increase the awareness. The company already has a huge number of existing distributors. details. Vivio was only available in just 16% of the nation’s large markets. Take for example their name. Saxonville does not follow a clear market positioning and they have a vague brand identity. primarily in Boston. Due to its German heritage. type and symbol. packaging) Opportunities Among all the products in the sausage industry the Italian sausage was the only category that shows rapid growth and Saxonville is producing these. they have poor presentation of their products to their customers (e. With this. There are no existing national competitors for fresh sausages. the brand created confusion in other areas and consumers perceive it to have a poor brand name. New York.g. .Weaknesses Saxonville does not have a broad advertising and promotional tactic. logo. They have increase in their target market population and it is now possible that there is also an increase in their product consumption which means they can generate more profit. New Jersey. Maryland and South Carolina. especially to the buyers that already recognize their product. Competitors from the national sausage retailing market There is competition from 29 local yet already established brands which may threat the launching of the national Italian sausage. it builds a trail to success by keeping its brand name when re-launching it. Advantages: . Alternative Courses of Action ACA1: Saxonville should keep the Vivio name and use the Family Connection brand positioning scheme Keeping the name Vivo when launching it in public will still have an absolute effect to the consumers. With this. Saxonville appealing to the Western region for them to be able to launch the national Italian sausage brand. Threats There is a risk that Saxonville can dismantle or cannibalize their other products like breakfast sausages and bratswurt. While using the Family Connection brand will match up core values of the consumers with the quality of the product. Investing on Saxonville’s nationwide brand awareness for them to be able to take advantage in the company’s retail power. Social: ACA2: Saxonville should change the name to “Primo” and implement the Clever cooking brand positioning scheme Changing the name to “Primo” creates a new opportunity to make it names more known and to have a better representation of an upgraded product that would outgrow the existing brand name Vivio. it would have a positive effect on camaraderie and team building in the entity. This could result to a much stronger bond for the people involved. Political: Psychological: For the persons involved in this case. Since the company will be implementing a new strategy towards achieving a certain goal which is to make their products known and profitable. Implementing the clever cooking brand positioning can be used in different ways. they are not to spend that much from the company’s money. It is also important as it – the value of the buyers – read core Advantages: . Changing the name to Primo will enable the product to easily stand out from the wide range of companies whose names follow the traditional one. the employees of Saxonville will then work as a team to achieve this aim. Primo was one of the popular names that the respondents prefer. Meaning.Economical: This could be of advantage for Saxonville since they would just be keeping the brand name Vivio. As the Saxonville made a research. they would not have to undergo drastic changes. Economical: This could be very costly for the company since they would rebrand the product itself. –wala pa yung sa fam connection di ko sya ma gets. Also. From repackaging down to advertising and promoting it to the public. The success of the company would always first-handedly come from the people inside the business entity. Although this alternative is costly. Family connection brand positioning scheme should be used. Rebranding takes a lot of financial hold from company because it entails huge costs. basahin ko pa ulit to family connection- Advantages: . to the places where it is already established. Social: ACAS 3: Saxonville should use the name “Primo” only to the areas where they are expanding and keep the name Vivio. It would also have a positive effect for the people involved in this alternative because they would be more motivated to do their job as specified for the company to grow and become successful. Political: Psychological: This has a positive effect in the company itself because this can boost the company’s performance. In this case Saxonville sausage company will be able to keep the brand name Vivio in the regional market so that usual consumers will continue to patronize their product and change the name Primo for the areas where they will expand to. but this also depicts great advantage for Saxonville since this would make them more known in the Italian sausage retail market. In this sense. With this it makes the marginal value of the products decrease allowing the company to obtain more profits from bratwurst and breakfast patty sausages sales at a lower price. With this. ----hanapin ko pa yun westside saan sila---- Advantages: . Every time they are about to repack the sausages they always have to put in mind that two different designs should be used. Social: ACAS 4: Expansion of the Saxonville Sausage Company to the Western Side Expanding to the western side could have the opportunity to generate more profit and customer line. His is very costly unlike when you only have to produce a uniform design across your products. They are working as a team and they are to share their own profound ideas while listening to their colleagues as well. the people of the Saxonville Sausage Company can work as a team to think of ways on how to deliberately separate two different designs for their product. it could create a strong bond between the employees.Economical: This could be very costly for the company since it would entail that they are to produce two packaging designs for this matter. Political: Psychological: This has a positive effect on the persons involved because this could create good camaraderie. To have their Italian name and its being Italian. The “Cleaver Cooking” approach is more difficult to duplicate or copy because the companies would be recognized or identified as “copy cast” who do not have the vision of originality as an entity. This could also create short-term losses due to expansion and dealer incentives of unsure profits to the places where they would be expanding. Expansion would always entail huge spending for the company. “Clever Cooking” compensates the “Family Connection” territory because the majority of Italian foods are associated with the idea of Family. Therefore. because Saxonville is giving their competitors the idea or temptation of copying their strategies. it is . This is a positive thing for Saxonville because it gives them the advantage for thinking of a new idea and an original tactic. Since there is no current “Cleaver Cooking” marketing campaign it might have more staying and stable power among the other brand positioning game plans. Political: Psychological: This could create a positive effect since expansion could also mean addition to the family of the company. “Family Connection” is not a new idea. their sausage might drive this stereotype even further in the eyes of many consumers and customers. the recommendation raised by the researchers is to choose clever cooking amongst the branding positioning schemes. Bratwurst and breakfast sausage are still declining in sales volume so the expansion of these product lines and the company as well could have risks on overall profits.Economical: This is costly and unstable. Employees would gain new friends and colleagues and they would be able to share new great ideas on how to improve the company’s status. To many. Social: Recommendation In this study. departments . 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Activity/Plan customers for convenience.Board of relationship are they going to their company.Small store Within only It would either be with the small agreement in requirements owners one year for costly or not store owners to a form of a needed . Activity/Plan Implementin Monitoring Person(s) g Scheme Scheme Responsible Target Date Budget/Resources Needed Have a meeting By making an -List of legal . Management able to run internet connection their industry so you can do this smoothly so activity.CEO Seung- them to have depending on the convince them to meeting that han Lee harmonious company on how have a will cover on partnership with how they are . going to Directors and if ever the approach this laws will be activity/plan. This brand name must not cannibalize their other products because this might create a new problem for the company. not .CEO Seung- As ideas han Lee possible for costly -Papers -Research them be depending on the Management able to -Marketing their industry are they going to Management smoothly Plan a meeting to By gathering know how to certain enrich the important strategy people of the company to be part of the said meeting. clever cooking depicts the finest line of marketing strategy for Saxonville. the researchers would like to conclude that Saxonville needs to have a brand name that will surely be striking in the consumers’ thinking or mindset. Among all of them. struggle when there will be economic changes. Saxonville must use the approach of Clever Cooking at full force for them to be able to successfully launch the national Italian sausage brand. generating profit and quality in production are only few of the factors to consider in their case. And given all the possible brand positioning schemes they should pick the one that best fits their company. Saxonville needs to focus on the improvement of their new name’s sales so they could be able to reach the standards of the national level. but as a business entity. Target Date Budget/Resources Needed soon to as It would either be or run company on how so enrich the marketing they will not strategies. Saxonville actually has a potential in the national level.Activity/Plan Implementin Monitoring Person(s) g Scheme Scheme Responsible -New profound . Conclusion As their product is Italian sausage.