Saxonville Sausage Company Essay Example For Students

Saxonville Sausage Company Essay Problem: How can I, Ann Banks, product marketing director at Saxonville Sausage Company, suggest a suitable position for the Italian brand sausage Vivio? Options: I can choose from one these four concepts developed: a)â€Å"Family Connection† concept b)â€Å"Love† concept c)â€Å"Balance† concept d)â€Å"Creative/Clever cooking† concept Decision: Saxonville Sausage Company should use the â€Å"Creative Cooking† concept Reason: From the data on Italian Sausage Concept Assesment, it can be seen that both â€Å"Family Connection† and â€Å"Creative Cooking† concepts were ranked high but the respondents’ familiarity with â€Å"authentic Italian heritage† may have biased their opinion toward† Family Connection. † The â€Å"Family Connection† position would not allow Vivio to differentiate itself from other brands and would take away from the other brands in Saxonville Sausage Company. â€Å"Creative Cooking† is easier to communicate than the â€Å"Family Connection† position. In the purchase intent study almost twice as many respondents said they definitely would buy the product based on the Creative Cooking position than the Family Connection position. This is a consumer class product which is homogeneous, and hence substitutes based on price are easily available. To avoid a price war, this sausage must be differentiated from the competition and â€Å"Creative Cooking† would help do that. Pros and Cons of decision taken: ProsCons Higher no of respondents would buy the productRanked 2nd by most correspondents Easier to communicateRisk of losing customers from â€Å"Family Connection† position Allow Saxonville to differentiate from other brands Plan to take care of cons: As more respondents have said they would definitely buy based on â€Å"Creative Cooking† than â€Å"Family Connection†, it would be easier to sell based on â€Å"Creative Cooking† concept. Also, the risk of losing customer from â€Å"Family Connection† can be mitigated by using the line â€Å"†¦you spend doing for your family†¦Ã¢â‚¬  with particular emphasis on family could also appeal to the â€Å"Family connection† customers.