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Case Study - Saxonville Sausage
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Case Study - Saxonville Sausage
Case Study for Saxonville Sausage Company
1. Alison: What is the current situation?
The primary situation in the Saxonville Sausage Company case was their need to increase the awareness, customer base, and sales with their Italian Sausage products. The flat sales they were experiencing in their breakfast sausage and bratwurst sales influenced the company to try and expand the market they were offering their Italian Sausage products to. The company was unsure of the way they were positioning their product and before launching a new marketing strategy to a possibly new market they needed to do some very essential research and analysis of consumers. The name of the Italian Sausage, the packaging on the product, the way they would advertise the sausage as well as the people they needed to target the sausage to were just a few of the objectives the company planned to focus on while conducting their marketing research.
2. Josh: How was the research methodology determined?
The research methodology was determined by Ann Banks based upon her previous work experience. Saxxonville Sausage did not know who their target consumer was and the research methodology was chosen to learn this. In addition to gaining a better understanding of who the Saxxonville Sausage customer was Banks needed to find a way to link the Italian Sausage product with the "core values" of their target consumer. To accomplish this she chose a method that combined both quantitative and qualitative research. The qualitative steps would bring out ideas and give a base with which to understand the target customers. The quantitative part validates the results of the qualitative research across a greater population.
3. Gina: Develop a research design and explain what behaviors, demographics, and lifestyle components you deem important and why.
Because Saxonville Sasuage Company has to do a lot of research to find the new information they needed that would help give them a better idea on how to market their product. They began with a team of 10 colleagues who started with a four step process; the first step being to collect qualitative research to understand the behaviors and needs of target consumers. Second step was a sequential round of consumer sessions to gain reactions of the different positioning ideas, the third step was to take all of the new information and have consumers prioritize it, the final step was to test the concepts to evaluate what would work best with their consumers. When conducting the new research the team ran 4 mini pilot groups to see what the current customers had to say about their product. Following the small groups the team tallied up all of their info and found that women felt their lives were hectic and it would be ideal for them to cook appealing meals that the entire family would love to eat. Resulting was their marketing stragety of Saxonville being a "Family connecting" experience. While researchng they found majority of their consumers were women, aged 20-50, working full or part time and some even used sassuage as much as 3 times a month. This information is important because with out it Saxonville wouldn't know who to properly target and resulting would be there awareness still low.
4. Luz: What were the research results?
After reviewing the research results, it can be concluded that women are the primary purchasers of Italian sausage. Most of them work outside of the home and want to be able to prepare a home cooked meal for their families that is easy to make, tastes great and that everyone gathered around the dinner table will enjoy. Many of these women considered Italian sausage as a great "meal-maker", and the Vivio brand was considered to be of exceptional quality. The consumers felt that family connection was the most important attribute, family and friends eating good food, enjoying each other. Following that , clever cooking was the second most important attribute because consumers wanted a product that can be combined with other high quality ingredients that could be prepared numerous ways and still allows her to add her own special touch to the dish.
5. David/Peter: Select two different positioning territories identified in case Exhibit 6. Track back through the case, using Exhibit 4 and other embedded information, to rationalize the development of these territory ideas.
(Peter) Of all the positioning territories, Family Connection was the most appealing positioning because most of the primary purchasers of the Saxonville Italian sausages were mainly female heads-of-households. Through focus group meetings, Ann Banks was able to find that most women expressed a strong desire to be nurturing mothers and homemakers and to create happy childhood memories for their children. Exhibit 4 states that the Italian Sausage "had the same effect as popcorn at the movies". Developing this position would easily attract women who want to bring the family together for dinner. As the smell of popcorn draws people in, the smell of the Italian Sausage would bring the family to the table with little or no effort from the mother. Also, Saxonville Italian Sausages has a home-grown image. This image could make a more home-made feel to the meal. This would attract mothers who want to cook a more authentic meal and create happy memories for their children opposed to a quick-and-easy frozen meal.
6. Tim: What alternative do you recommend and why?
As our product being Italian sausage i would start by marketing our product to Italian fresh markets, like Caputos for example. They are known for their high quality meats. This would help keep that home italian feeling that we are looking for. As our product is being sold I would like to enter every consumers zip code into our data base as they buy our product. With this information we are then able to enter a different market. We will then be able to send out coupons in the mail and we will know where our target market is. This is important because if we can find our target market it will able us to focus on them while abling us to see the areas that we are missing.
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