Saxonville Case

A. Current Situation

Due to industry wide growth plateaus in both bratwurst and breakfast sausage categories with an additional underperformance by Saxonville's own products, Saxonville has decided that it must bring to market a national Italian sausage brand in order to meet profit objectives. Saxonville's current Italian sausage brand Vivio is only available in 16% of the nation's large supermarkets.

Since the Italian sausage is the only category showing any signs of growth, introducing a national sausage brand while the category is in optimal performance, and before a competitor can bring a national brand to market and conquer market share is of utmost importance for Saxonville.

The most challenging decision for Saxonville at this time, after conducting marketing research, holding focus groups and building position concepts is, choosing which positioning strategy to go with for the introduction of the new national sausage brand. Prior introduction of their Italian sausage brand Vivio lacked any clear positioning strategy. A clear positioning strategy of the new national brand will ensure optimal success in the market, with the opportunity to pass industry growth rates, and therefore meet profit objectives.

B. "Finalists Strategies"

The results of the final round of research yielded two favorites for positioning territories. One of them was Bank's favorite of "Family Connection" and the other was "Clever Cooking."

Exhibit 9 Italian Sausage-using Consumer Positioning Concept Voting showed that "Family Connection" earned the majority of first place votes with 54% of votes, as well as the majority for top two votes with 52 of the top two votes. "Clever Cooking" earned only 20% of first place votes and 49 top two votes. The other positioning territories did not even score noticeably close.

Additionally, Exhibit 11 Italian Sauce Concept Assessment should have confirmed Bank's choice as the best possible positioning strategy for Saxonville to choose because it showed that 81% of respondents said that they would Definitely/Probably Would Buy the national Italian sausage brand if it were positioned with a "Family Connection" strategy whereas only 72% of respondents said they would Definitely/Probably Would Buy the national Italian sausage brand if it were positioned with a "Clever Cooking" strategy.

C. Positioning Ladder

The selection of the final two positioning concepts are clearly the right choices as evident by information revealed throughout the entire case that can be incorporated into each strategy's positioning ladder.

Brand Positioning Ladder "Family Connection" "Clever Cooking"

Value Family time that resembles the simpler times. Ability to easily add special touch to a family meal.

Emotional Benefit FHH feels accomplished because she is able to provide a warm home environment with delicious meals. "FHH as magnet." Meal as a source of happy memories. Pleasing family, feeling appreciated by husband and kids when they taste her delicious home cooked meal.

Functional Benefit Can cook a meal the entire family will want to come to table for. Can cook a meal the entire family will like due to flexibility to make meal meet family's palate.

Attributes Allows FHH to have what she