Q.1 $1.

5 Billion
Q.2 15% in 2005
Q.3 Ann Banks was hired as the new product marketing director at Saxonville. The
primary role assigned to her was to assess the "Italian oppurtunity" for the company
and develop a national product under the Vivio brand or as a new product. Company
wanted her to come up with a well-thought out positioning plan for making Italian
sausage a national category leader.
Q.4 2002
Q.5 $74,320,898
Q.6
Q.7 Base Trade Spending - Money given to retailer accounts to put the product on
deal (i.e. , at a sale price) and to pay for space in the refrigerator case. This trade
promotion strategy was working for Saxonville as it was making distribution gains.
Q.8 Saxonville used a styrofoam tray covered in plastic wrap, with a label depicting
coiled links of sausage next to a head of garlic and an old-fashioned sausage
grinder. The label covers most of the package , leaving enough space so you can
see the "look'' of the sausage inside. It says 'Vivio fresh Italian sausage' and has an
Italian flag on one corner.
New: The positioning of Saxonville Italian sausage was all about implied
blending of authentic Italian heritage angle with 'freshly and locally made'
angle. The label covers most of the package , leaving enough space so you
can see the "look'' of the sausage inside. It says 'Vivio fresh Italian
sausage' and has an Italian flag on one corner.
Q.9
Q.10