Saxonville Sausage Company Case
Autor: kwarky • February 23, 2015 • Case Study • 6,053 Words (25 Pages) • 2,396 Views
Ma. Carissa Regina B. Cartagena
February 16, 2015
CASE: SAXONVILLE SAUSAGE COMPANY
- SUMMARY OF THE CASE:
- Saxonville, a national producer of fresh bratwurst and breakfast sausages, sells a local/regional Italian sausage namely Vivio which has the potential to become a national category leader, thereby allowing the company to achieve its profit objectives the next fiscal year.
- The weak positioning and limited distribution of the current products suggests a call to re-launch it that is better suited at the national level.
- Through a careful evaluation and organized implementation plan by “Project Score” team, marketing strategies and concepts have been detailed out.
- STATEMENT OF THE PROBLEM:
The Statement of the Problem is: Which positioning concept should Saxonville use in order to effectively launch a national Italian sausage brand?
- OBJECTIVES:
Since the case states that the company has already set its target market, this analysis now aims to achieve the following objectives:
- To determine whether Family Connection Concept or Clever Cooking Concept is the most applicable positioning concept to effectively re-brand the Italian Sausage product;
- To identify the marketing ploys which shall be implemented by Saxonville to support the positioning concept chosen;
- To give a brand identity that will truly depict the Italian sausage’s market positioning;
- To ascertain a way to increase availability of the Italian sausages in supermarkets nationwide;
- To establish a way to avoid or to minimize the cannibalization of Saxonville’s other sausage categories.
- AREAS OF CONSIDERATION (S.W.O.T. MATRIX ANALYSIS)
S.W.O.T MATRIX | Strengths
5. The brand has matched the category growth of Italian Sausage across all producers in the retail sausage market. | Weaknesses
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Opportunities
| Strategy: Leverage on the existing national distribution network of Saxonville’s bratwurst and breakfast sausages in order to pioneer the nationalized Italian sausage and increase its availability in the market. | Strategy: Tap the national and growing market with a clearer positioning concept, marketing tactics and brand identity that are congruent with the target market and core values it intends to cater. |
Threats
| Strategy: Since Italian Sausage now has a clear target market set, communicate clearly the target market segmentation and positioning for other categories to avoid possible cannibalization. | Strategy: Invest in extensive marketing or promotional tactics to support the positioning concept to be chosen. |
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