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from sales of bratwurst, 20% from breakfast sausage, 5% from Italian sausage, Vivio and 5% from store-brand products. In 2006, both bratwurst and breakfast categories across all sausage producers have been flat (0% volume increase), with little or no growth expected in the short term. Saxonville¶s bratwurst had been flat and its breakfast category had underperformed the market, with a double digit decline. However, Italian sausage showed signs of growth of 9% in 2004 and 15% in 2005 across all sausage producers. To tap into the growing market, Saxonville aims to expand its sales through marketing. Research Methodology To ensure a successful marketing, the product marketing director for Vivio, Ann Banks has developed a systematic research methodology as shown in Appendix A. The first step involves mining of data from Saxonville¶s Attitude and Usage Research in 2001; the company¶s online updated market database and past 10 years of Saxonvilles¶s market research to decide that the female head of households are the main consumer of Italian sausages and marketing target group. Subsequently, focus group sessions are conducted with them to understand consumers¶ behavior and needs for Italian sausage. With the data gathered from the focus group sessions, Banks and her team sat down to brainstorm for possible positioning territories which allowed them to develop four positioning concepts. These positioning concepts are then tested out qualitatively and quantitatively for the most favorable positioning. Though systematic, the team felt that the research design could be further fine-tuned to not only obtain data more representative of the target market but to allow more customer insights to be drawn. Foremost, bearing in mind that its research objective was to determine the national position of Saxonville¶s Italian sausage, the team was convinced that the 103 women from New Jersey involved in the focus group sessions, the 69 consumers involved in the Positioning Concept Voting and the 506 target consumers involved in the Concept Assessment were insufficient. A huge country like USA, evident with Saxonville¶s introduction of Italian sausage to the Northeastern market, possesses different subcultures and great demographic diversity. This would require a larger geographical spread for data collection: focus group sessions to be conducted with female heads-of-household who are purchasers of Italian sausage across states, from the West through the Midwest and the South to the Northeastern, where Saxonville intended to roll out its Italian sausage. The differing diets across states, therefore differing perspectives on Italian sausage would give Saxonville a more representative set of data of the sentiments of Italian sausage consumers in the national market.
considering the cannibalization concerns preempted by Saxonville. with ³Family Connection´ receiving the most first-place votes (Exhibit 9). again across states. More importantly. Research Results The focus group sessions revealed that women¶s ³ideal´ was to make easy. . samples should not be limited to just purchasers of Italian sausages but extend to all family meal preparers and family grocery purchasers. map out the six initial territories for positioning the brand (Exhibit 6). These results were evaluated in tandem with the available tactics that would optimally support the two positionings respectively in enabling Banks and her Score team to reach a decision as to which concept to utilize ultimately. potential tactical strategies were devised that would support them and optimize brand identity. quick. In the case of Saxonville. Nonetheless. Further quantitative testing results showed higher purchase-intent scores for ³Family Connection´ of the two final concepts ± 81% of respondents would definitely/probably buy if the ³Family Connection´ concept was employed as opposed to 72% for ³Clever Cooking´ (Exhibit 11). wholesome and appealing meals that the entire family would enjoy. while the two topvoted positionings were further developed.For the same reasons above and the sheer size of the USA population. in these tests. Also. the team felt that such fine-tuning costs are necessary to obtain a more representative data set of the national Italian sausage market for its successful penetration of this market. the team understands that time and cost factors are constraints that limit the extensiveness of market researches. and build brand ladders that supported the different core values held by the target consumer. This would provide more affirmation to any positioning concepts proposed. male or female. subsequent to the determination of a position of its Italian sausage in the national market. These results were used to construct perceptual maps which characterized women¶s key stressors in their preparation of dinner (Exhibit 5). as well as to do a good job as mother and homemaker. Saxonville should also engage a larger sample size across a geographic spread of states for its Positioning Concept Voting and monadic testing in its Concept Assessment. Many women also considered Italian sausage a great ³meal-maker´. These sessions will focus on the possible changes in purchasing pattern of existing brat consumers and thus provide valuable insights to the cannibalization impact of ³nationalizing´ Saxonville¶s Italian sausage. The final round of qualitative research established ³Family Connection´ and ³Clever Cooking´ as the two most potentially successful concepts which Saxonville could position the Italian sausage to optimize the core values of its target consumers. which were later narrowed down to four core ideas from which the four positioning concepts were conceived (Exhibit 8). focus group sessions should also be conducted with male users of Saxonville brats. the remaining two concepts ³Balancing Act´ and ³Labor of Love´ were eliminated. Based on these results. and the Vivio brand to be of exceptional quality (Exhibit 4).
secondary research was first assessed. Additionally. yet allowed users to prepare quick meals. Italian sausage was considered to be a product of an exceptionally high quality. This reflected the women¶s core life values. as well as how pleasing the meals were to both kids and adults. ahead of ³Family Connection´. The final round of qualitative research supported this positioning concept. in the form of focus groups. they wanted to be nurturing mothers and homemakers. This positioning was aimed at portraying Italian sausage as a versatile ingredient that could be used to prepare a wide array of high-quality dishes. scoring the highest among the various positioning concepts. ³Family Connection´ was also identified as a possible key positioning concept. Data from the attitude and usage (A&U) study showed that female heads-of-household are primary purchasers of Italian sausage. the ³Family Connection´ positioning concept seeks to portray Vivio Italian Sausage as the dish that brings everyone around the table to enjoy a wholesome family meal. Vivio Italian sausage was used most regularly for dinner time eating. ³Family Connection´ received the most first-place votes from consumers who were asked to select and prioritize their favorite positioning concepts. It was revealed that women wanted to whip up a wholesome and appealing meal that the entire family would love to eat and derived great satisfaction when they successfully did so. Through its focus groups. . quantitative testing also supported the ³Family Connection´ positioning as it garnered 54% of first place votes. being used as an ingredient in many dishes. More importantly. as well as being pleasing to the entire family in general. Research-Driven Marketing Strategy The group decided that Vivio¶s Italian sausages should be positioned under ³Clever Cooking´. a couple of perceptual maps were drawn up to show how Italian sausage met core target needs of female heads-of-households. while adding a little ³zest´ to them at the same time. Exploratory research. was the basis of the development for the µClever Cooking¶ positioning strategy. The trade-offs included the ease of cooking. it would encourage the entire family to come together at the dinner table to share a meal and discuss about the day¶s events. Based on market facts. Having ranked highly on ease of use. These women hope that by being able to prepare a delicious dinner. Overall. Further demographic considerations revealed the heaviest users of Italian sausage as homemakers who may have to juggle this responsibility with work.Research Driven Positioning In order to rationalize the development of the µClever Cooking¶ positioning. then revealed that Italian sausage was a great ³meal-maker´. Last but not least.
Instead. More recipes may be created to complement ³Hot´ and ³Mild´ Sausage flavours since these are the top 2 most popular flavours (exhibit 2). in order to realise this user characteristic of a ³job well done´. ³Clever Cooking´ offers a clear.It was established that a ³job well done´ was a value held dear to the customer. Furthermore. It is therefore more challenging to design marketing tactics as well as product characteristics which promote ³family connection´. Food will be packaged with large transparent windows for consumers to see the premium ingredients. ³Family Connection´ may cannibalise Saxonville¶s other products. specific. Thus. the core value among consumers in brand laddering. making it harder to differentiate itself. Under pricing. Complementary products such as cooking brochures and cook books with ³tips and tricks´ using Vivio¶s Italian sausages will be available. Banks put it concisely: the woman holds high standards of herself. even though ³Family Connection´ came out of qualitative and quantitative testing as viable options. fresh ingredients as well as creative recipes to add a personal touch to their meal. Sales executives will be at hand in the first month of launch to educate consumers on how to cook creatively and conduct cooking demonstrations and sample tasting at supermarkets. The firm will try to sieze on a more-for-the-same position through its marketing mix. we consider that the national sausage brand seeks to achieve profits for the next fiscal year. it is imperative to launch the product before the start of the next peak season. Intensive advertising in the last quarter of 2006 is therefore recommended. A variety of recipes will be provided with optional ingredients that can be added. the meal varieties available will signify a job well done. targeted product characteristics should be utilised. the company should leverage on its competitive advantage as a well-established brand (exhibit 4) to offer premium ingredients through the ³Clever Cooking´ position. A distinct brand is imperative considering there are 29 regional/local brands jostling to compete as the Italian sausage market grows. Under promotion. to make up for the lack of time to create brand awareness. ³Family Connection´ on the other hand. The product would offer a position of 0/10 and 10/10 on the ³Easy To Do´ and ³Family Pleasing´ variables respectively (exhibit 2). we can expect a lower . allowing a personal touch to the dish. ³Clever Cooking´ would benefit from capturing market share as the first mover in their brand positioning. fresh ingredients will be used to whip up a wholesome meal. Therefore. The woman will therefore not feel guilty about when feeding her family. Indeed. ³Clever Cooking´ can rely on specific product characteristics such as premium. Through laddering. October to February 2007 (exhibit 1). Furthermore. as 6 out of 10 purchases given to a particular brand is considered a loyalist. Instead. On the other hand. high quality. ³Clever Cooking´ seems more durable and distinct. Each recipe should allow the dish to be prepared under 30 minutes. it raises doubts whether this positioning was indeed more appealing to consumers. seems to reflect a more generic positioning which brands could claim as their own. For the product. distinctive yet desirable position relative to competing products in the minds of customers. or simply a familiar association to the Italian heritage concept.
the product will be distributed to all leading supermarkets. Other functional groups will also work hand-in-hand to support the marketing tactics. R&D and Manufacturing will ensure ingredients retain their fresh.degree of price sensitivity. Advertising to run cost effective advertisements on popular social media platforms and cut down on mainstream televised media to reduce advertising expenses. as Vivio is intended for the nationwide market. Market research to conduct more extensively surveys on popular recipes and flavours. pegged to the top 5 most expensive leading brands. Appendix A Data mining Conduct focus groups to understand consumer behaviour and needs Analysing for positioning territories Developing and testing positioning concepts Quantitative testing for validation Evaluation and reporting of findings . Vivio will be competively priced compared to top competitors. typical of premium goods. Under distribution. natural-looking colour to give consumers the perception that our product is a close substitute to fresh produce. Human Resources should begin training sales executives on basic product knowledge and sample cooking demonstrations.
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