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  • Saxonville Sausage Company

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    Dheer Chaula
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    The document discusses positioning options for Saxonville Sausage Company to sustain and expand its consumer base. It recommends positioning the brand as "clever cooking" to appeal to female homemakers. For naming, it suggests retaining the existing "Vivio" brand name and promoting it as "Saxonville's Vivio", or creating a new brand called "Italy's Best" to leverage perceptions of Italy as family-oriented. The rationale is that "clever cooking" directly targets female homemakers with a new brand concept, while names connecting to Italy appeal to family values important to consumers.

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    The document discusses positioning options for Saxonville Sausage Company to sustain and expand its consumer base. It recommends positioning the brand as "clever cooking" to appeal to female homemakers. For naming, it suggests retaining the existing "Vivio" brand name and promoting it as "Saxonville's Vivio", or creating a new brand called "Italy's Best" to leverage perceptions of Italy as family-oriented. The rationale is that "clever cooking" directly targets female homemakers with a new brand concept, while names connecting to Italy appeal to family values important to consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    492 views5 pages

    Saxonville Sausage Company

    Uploaded by

    Dheer Chaula
    The document discusses positioning options for Saxonville Sausage Company to sustain and expand its consumer base. It recommends positioning the brand as "clever cooking" to appeal to female homemakers. For naming, it suggests retaining the existing "Vivio" brand name and promoting it as "Saxonville's Vivio", or creating a new brand called "Italy's Best" to leverage perceptions of Italy as family-oriented. The rationale is that "clever cooking" directly targets female homemakers with a new brand concept, while names connecting to Italy appeal to family values important to consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    SAXONVILLE SAUSAGE COMPANY

    By Group A03

    Problem

    The positioning of Sausages produced by the firm Saxonville For first six months it was promoted using discounts at super markets which created a customer base To sustain and expand the consumer base, what should the positioning of it be?

    Options
    1) Position it as brand clever cooking. 2) Position it as brand family connection. 3) Position it as brand Love 4) Position it as brand Balance For naming 1) Retain the name Vivio as promote it as Saxonvilles Vivio for one set of brands. 2) Create a new brand with the name Italys best

    Suggestions
    Position it as brand clever cooking. For naming 1) Retain the name Vivio as promote it as Saxonvilles Vivio for one set of brands. 2) Create a new brand with the name Italys best

    Rationale- It would appeal to the FHH. They can relate to it to their values and demands Italy in the name is perceived as family oriented. In areas where bratwurst is distributed saxonville is a poor brand name.

    Clever cooking versus family connection

    Clever cooking directly targets FFH (The homemaker) Clever cooking is a new brand concept, non existent in market

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