john mayberry, ceo
saxonville sausage marketing strategy
march 1, 2006
Saxonville Sausage was a 70 –year old, privately held family business headquartered, in Saxonville, Ohio currently faces the challenge of identifying the best method of positioning its Vivio brand of Italian sausage to capture market share. The company has conducted research and has identified two ways to market its product, one being “Family Connection” and the other “Cleaver Cooking.” The marketing team has determined that Saxonville implement a strategy that would highlight Vivio Italian sausage as “Family Connection.” This strategy will enable the company to foster new ideas and differentiate the Italian sausage from Saxonville’s other sausage brands and the competitors brands.
In addition, the company needs to create a distinctive identity for the Vivio brand that would stand out among the competition. The name that they should be used is “Vivio, Saxonville’s Italian sausage. Consumers will perceive a difference in brand and Vivio can leverage the company’s heritage and brand equity in the market. Choosing the Family Connection positioning for the Vivio brand is best for Saxonville because it immediately target the customer’s core values. When the brand tap into what really matters to the customers, customers feel good about using the brand which increases brand loyalty. The company’s strategy will emphasize “connecting” families and bring them back together to the dinner table.
The Italian sausage should be targeted to women who are the head of household with implied Italian heritage positioning. To construct the communication mix, I recommend Saxonville to focus on the both “push” and “pull” marketing strategy. Using these strategies creates a marketing mix that tempts customers to respond to each strategy differently; Saxonville should focus more on the pull aspect. Currently, Vivio Italian sausage isn’t...