Saxonville Sausage Case Study Report.
1.Industry
• The industry in this case is US meat production industry; dinner sausage sales increased 4.6 percent, with more than 1.6 billion in sales. Breakfast sausage sales remained relatively steady, at 8.7 million in sales. It was in its mature stage in product life cycle.
• Key industry trends: 1.growth of Italian sausage markets; 2. Market remain stable as it is being saturated.
Porter’s five forces
|Bargaining power of suppliers |Low→medium |Meat suppliers have relatively high bargaining power due to the increasing in players in the market |
|Bargaining power of Customers |High |Lots of choices in the market, eg ,mama mia in New York;Paglia Brothers in Boston etc. |
|Threat of new entrants |Low |Hard to enter the market due to huge amount of competitions and the product being in mature stage with |
| | |less room to expand |
|Threat of Substitutes |High |Despite the fact that there are lots of competing brands in the industry, Instead of sausages, |
| | |households can substitutes lots of other stuff to make meals |
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Power Transmission and Distribution (T&D) In Asia-Pacific - Infrastructure, Investment and Regulation Analysis Released On 6th June 2014 Summary Power Transmission and Distribution (T&D) In Asia-Pacific - Infrastructure, Investment and Regulation Analysis gives detailed information on the transmission and distribution market in the Asia Pacific region, focusing on countries China, India, ...
|Competitive Rivalry |High |Competitions from various of other brands and companies that make sausages, competition from other meat |
| | |products, competition from actual Italian owned brand products—(referring to Vivio’s specific |
| | |competition) |
2. Competition—Kotler’s Market positioning
|Market nicher |Vivio |Italian sausage with implied angle ‘authentic Italian heritage’ similar to mama mia brand in New York; |
| | |offering only in limited regional supermarkets |
3. Customers
• Housewives who wants to create a family connection happy meal
• Women who wants to try clever cooking with Italian sausages
4. Internal Analysis—Day and Wensley
• Sources of advantage: recipe selection of Italian ingredients; prodominantly fresh sausage as opposed to smoked or semi-dried.
• Positional advantage: brand name association—family-connected, clever meal making
• Performance outcome: Major revenue brands not increasing sales, Only Vivio showing growth at annual rate of 9% to 15%
5. SWOT
|Strength |Weaknesses |
|relatively little cost |Regional,only available in limited places |
|Brand loyalty with old customer group |Blur target group due to non marketing research and proper planning |
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Imagine riding through the waterways of Venice, Italy, taking in all the beautiful sights and smell of perfectly cooked pasta streaming from numerous waterfront restaurants. If I could be any place in the world right now, this is where I would be found. Italy's rich culture and celebrated history combined with its breathtaking scenery makes it a desired destination for anyone. Some of the main ...
|Good distinctive Italian sausages |Not very effective traditional advertising |
|Opportunities |threats |
|Cooking women looking forward for a product to bring family-connection |Large dominant competitors |
|through a good meal and wanting a clever meal. |People will doubt the brand as it appears to be German heritage. |
6. Key marketing problem
How to reposition Vivio brand and make it to national category leader
7. Marketing Objectives and Challenges
Objectives: To do marketing research for the brand Vivio and find out how to reposition the brand and the target market that the brand should focus on
Challenges: how to stand out among the existing huge amount of competitors
8. Solutions
1. To invest more in advertising and expand the product out of its region
• Pros: enhance brand image( family-conncection, a loving meal that everyone would like, a Clever prepared meal for the family) and brand equity, reach more home-cooking loving mothers of target group and thus gain profit from establishing more loyal customers
• Cons: the cost of advertising could be expensive and there could be no result in increasing turnovers since there are too many similar Italian sausage brands—the risk of not standing out among the products
2. To make the product “family-friendly”—eg: kid-friendly shapes, family package deals, Buy one get one free, add-in family recipes etc
• Pros: attract more target group potential customers to purchase the product
• Cons: cost a lot during production process and repackaging process
9. Recommendations
The Business plan on Swarovski Branding Strategies & Products
His guiding principle is still followed by the company today: “To constantly improve what is good. ” 1949 SWAROVSKI OPTIK is founded, and goes on to become a leading manufacturer of precision optical instruments for hunting and nature observation (binoculars, telescopes, rifle scopes, range finders, and night vision and optronic devices). 1956 The first Swarovski crystals for chandeliers and ...
Invest more in effective lifestyle advertisements to reach more potential customers and thus attract them as serving them a lovely home-made family meal with clever recipes and delicious
Reason: Most of the members from the focus group all state that they refer Italian sausage as a delicious meal which the whole family would love (with the Italian big family stereotype), and by the end of the day, they would like to purchase it since the value it brings to the consumers is its gourmet, not-too-expensive and not to hard but looked clever meal.
