Marketing managers often commission formal marketing studies of specific problems and opportunities.

This is the situation presented with Saxonville Sausage Company. Ann Banks was hired as the new marketing director at Saxonville to assess the Italian opportunity for the company. Saxonville’s Italian sausage line, Vivio, was the one line that was showing growth across producers of the retail sausage market. Banks’ job was to develop a national product under the Vivio name or as a new brand. The idea was to get more national exposure as Vivio was only available in 16% of the nation’s large supermarkets. And the primary areas of distribution was Expression problems New England and South Carolina. Once Banks’ decided on a research approach, she had to design a sampling plan. There are a couple of questions that must be considered when preparing for this, and Banks went about it in the following way. First, Banks had to determine the population that was to be surveyed. Her first group involved four to six men and women aged 25-50. This consumer used either branded or store-brand Italian sausage products. This group of researchers was used to form focus groups. Next, Banks had to determine how many people were to be sampled. Since larger samples give more reliable results, there were 437 women that were cold-called to participate in the study; upon screening, 103 were qualified. Finally, Banks had to decide how the respondents would be chosen. It was decided that females were the primary purchasers of Italian sausage. Female heads of household who purchased and prepared Italian sausage at least once every six weeks were chosen. A lot of information was generated from the focus groups. Banks and her team learned the primary “targets” of each line of Saxonville’s sausage (brats, breakfast sausage, and Vivio Italian sausage). This included which meals each were prepared for, how the price compared to other brands, and how it was prepared (i.e. on the barbeque). Furthermore, specific considerations were also discovered. This included how often Italian sausage was consumed, the age of the user(s), income level, employment status (full time, part time, out of the house, in the home), and whether or not users considered other brands such as private labels or store brands. Good The results of the focus groups were broken into three groups: heavy, medium, and light users of Italian sausage. Heavy users purchased at least once a week during fall and

In the Saxonville case. Inherent in any good research design is the assurance that the “right” consumers are being surveyed. geography. or bases. Saxonville Sausage Company gained very high purchase-intent scores from consumers. the highest they had ever seen. Each of these bases had individual characteristics of . There are three qualitative steps and one quantitative piece. Oftentimes. Banks and her research colleague Bishop must determine the kind of information they need and then develop a research design that has a plot of the different homogeneous groups. Banks used six distinct themes. household income). and their Italian sausage received a lot of votes as a result of this. Light users purchased at least once every six weeks with the same seasonal variations as the heavy users. brand loyalty) and partly by understanding exactly what kind of information is required.winter months and once every two weeks during the spring and summer. Lifestyle and Geography Banks stated that she usually follows a four-step process in performing positioning works. the quantitative research delivers the final verdict of consumers’ perceptions. and this serves to uncover that. Additionally. education level. “brandedness” (brand loyalty). They must juggle age. the focus groups revealed that the Saxonville name was well known. The quantitative piece validates the ideas across a broader population. on which to position the new Italian sausage brand. Different “types” of consumers must be engaged as respondents in the groups. The top scoring bases were Family Connection and Clever Cooking.e. It is sometimes difficult to find out consumer perceptions of brands and products. partly by consumer behavior (purchase frequency. and “lifestyle” (in this case determined by a working/nonworking FHH) and stay within budget (i. The qualitative steps give depth and help to surface ideas. three crucial areas must be considered in determining the kind of information required when developing the research design: Age. The research specifications are developed partly by understanding who the core target customer is in terms of basic demographics (sex. they can’t go out and run 50 groups). After the qualitative research steps have been performed. homogeneous groups provide the most accountable and therefore usable output. qualitative research steps are unstructured..

Thanks 107/120.how a consumer used the product. Since Saxonville is a family oriented company. . and Italian equals family. Good You have excellent understanding of the case but you spent too much effort describing rather than analyzing. Also please avoid expression problems in the future. I know proof reading is a drag but it’s necessary. they need to use the Family Connection theme towards developing a name for the new Italian sausage product and for marketing.

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