SAXONVILLE
Tactical Marketing Plan: Launch of National Italian Sausage Brand
Primo Italian Sausage
Nicholas Dilley
Dave Mongan
Dan Wheeler
James Wolf
2/13/2008
A comprehensive report into the viability of a national Italian sausage brand. Including marketing research, product analysis, promotional and price recommendations.
Tactical Marketing Plan: Launch of National Italian Sausage Brand
February 13, 2008
Page | 2
TABLE OF CONTENTS
Analysis of Product Market 3 Analysis of External Market 4 Customer Analysis 5 Competitor Analysis 6 Company Analysis 8 Marketing Information Requirements 9 Product 17 Place 19 Promotion 20 Price 24 Control 25 Financial Forecasts 26 Timing 28 References 29
Tactical Marketing Plan: Launch of National Italian Sausage Brand
February 13, 2008
Page | 3
ANALYSIS OF PRODUCT MARKET
QUALITATIVE ANALYSIS ? Stagnant growth rates for bratwurst and breakfast categories across all sausage producers nationwide. Several years of solid growth rates for Italian sausage across all producers nationwide. Grocers are finding that the predicted growth of specialty meat items can help raise their profits, especially if armed with educational materials and product-specific knowledge. There is becoming a need for point of contact personnel to understand the common terminology such as “organic, natural, and naturally raised”.1 While dinner sausage has become the fastest growing product within the national sausage market, it is important to note that consumers view Italian sausage as an ingredient rather than a dinner option. This attitude will need to be addressed in the promotional campaign.3 Industry research increasingly shows the consumer’s demand of wholesome product to be on the rise. This shift in consumer p ...