Friday, March 5, 2010

Saxonville Sausage Company Case

For my marketing class, we had to analyze a Harvard Business Case Study on the Saxonville Sausage Company Case (sorry, you have to pay for the whole thing).

Anyway, the assignment was as follows:

Every Student:
  1. Read the case carefully.
  2. Analyze the case.
  3. Prepare written answers to the questions for the case (listed below) and submit them by the due date. Title this document file as follows: your name and case name. (e.g. NameSSC.doc). The word document should include your answer to each question and should not exceed the specified word limit per answer.
Individual Case Questions
  1. Which of the four positioning concepts in exhibit 8 do you recommend for Saxonville Sausage and why? (200 word maximum)
  2. Using the format shown in the lecture material on positioning, what would the full positioning statement be for your recommended concept? (150 word maximum)
  3. Which brand name do you recommend and why? (100 word maximum)
Basically, Saxonville has had one toe in the water with its line of Italian sausage line and wants to create a new brand for it and position it to a new market. Here is what I came up with.

1. Which of the four positioning concepts in exhibit 8 do you recommend for Saxonville Sausage and why? (200 word maximum)

Saxonville Sausage should use the “Clever Cooking” positioning concept. As the case points out, both this position and “Family Connection” came out of qualitative and quantitative testing as viable options. But, as Banks points out there is a good chance the respondents’ familiarity with exiting brands’ “authentic Italian heritage” may have biased their opinion toward Family Connection.

Furthermore, this position threatens to cannibalize Saxonville’s other products and could fail to differentiate itself from other brands. Clever cooking seems to be the most versatile, lasting and distinctive. At the same time, this position is easier to communicate than the Family Connection position. Finally, in the purchase intent study, almost twice as many respondents said they definitely would buy the product based on the Clever Cooking position than the Family Connection position. We know that there is a higher correlation between definitely would buy and probably would buy (which is where Family Connection excelled).

2. Using the format shown in the lecture material on positioning, what would the full positioning statement be for your recommended concept? (150 word maximum)

To the family chiefs who like to cook something special and creative for their families, Vivio is the finishing ingredient that will make your meals masterpieces because it compliments your meals better than any competitor. Each variety of Vivio comes with “family approved” one-dish recipes for a wholesome real meal in minutes.

With Vivio, you never run out of ideas for dishes your whole family will love.

3. Which brand name do you recommend and why? (100 word maximum)

I would stick with Vivio. I just don’t see any reason to change it. While Vivio hasn’t been a huge success to date, the brand was just “lobbed out there” as the case says. Changing it gains you really nothing because not too many people are even aware of it, and doing so may confuse or alienate the few loyal customers the brand actually has.

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