Saxonville Sausage companies entered the market 70 years ago and found themselves struggling to position and segment one of their Italian sausages in the market. They recently decided to find a new positioning and segmentation plan where they are able to identify and profile distinct groups of buyers who might require varying product mixes by examining their information such as demographics, psychographics and behavioral difference. Through quantitative research such as focus groups. Their objective was to find a new concept to apply to their Italian sausage ‘Vivio’ and appeal to a new market as well as to create a new marketing plan, in order to achieve its profit objectives for the next fiscal year.
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Through focus groups, Saxonville was able to study and analyze different attitude and consumer behavior towards one of their sausage brands ‘Vivio’, which assisted them to improve on positioning their product in the right place of consumer minds.
From the first study (exhibit 4) they came to a synopsis that Vivio was a home cooked meal for the family, mainly purchased by woman who had hectic lives and barely had the time to prepare a home cooked meal. Woman enjoyed preparing this dinner meal because it was convenient and resulted in happiness of the family, furthermore it can be concluded, in terms of positioning that the product should appeal more to the female side, since they are the main purchasers.
They also inferred that the Italian Sausage was a seasonal product mainly bought during the months of fall and winter, this can help Saxonville learn to have a stronger promotion and advertisement strategy during that period of time. Vivio had all three types of users; the heavy, medium and light users, Vivio has consumers that a very loyal t ...