interoffice memorandum
to:
Steve Sears
from:
anna banks
subject:
vivio from saxonville
date:
March 1, 2006
cc:
laura bishop
Saxonville is in need of a revival strategy, as it has found itself amidst stagnant earnings from sausage product line and a drastic fall in growth in its leading products over last two years. Though an Italian Sausage product, Vivio has reported high growth in the last two years. Appropriate positioning and a vigorous marketing strategy would be needed to present a unique identity for Vivio to be a top-notch product line, thereby positioning Saxonville as the market leader in this expanding sector without cannibalizing sales of its existing brands. The marketing team has decided that Saxonville should opt for “Clever Cooking” as their positioning concept for Vivio. Among creative homemakers, “Vivio from Saxonville” will provide a facile way to prepare a nutritious and delicious meal with varieties of recipes using the Italian Sausage, making it special for the whole family. Saxonville should exploit the first mover advantage and bind the customer by going national thereby getting nationwide recognition.
Vivio has its market presence in 16% of the nation’s large supermarkets, primarily on the east coast. By opting for a brand name Vivio from Saxonville, Vivio will not lose its brand identity in its stronghold areas and retain its customer loyalty. It would put Saxonville, the company’s brand in a position to influence the product’s brand, ensuring national recognition to Saxonville. Clever cooking seems to be most adaptable, lasting and distinctive. It also fulfills all the elements of brand laddering (Refer Exhibit 1.). At the same time, this position is easier to communicate than the Family Connection position. The purchase intent study indicated that almost twice as many respondents said they definitely would buy the product based on the Clever Cooking position than the Family Connection position. There is a higher...