Case Study 1
1. What is the current situation faced by the company?
In order to find out the current situation of Saxonville, I conducted a SWOT analysis:
StrengthsHas a national distribution network.Is already recognized as a national brand.They offer a variety of quality products. | WeaknessesSelling Italian sausage from a German company.There is no product differentiation.No positioning in the market.Vivio is not a popular Italian name. |
OpportunitiesNo national Italian sausage brand.Can sell easier because Saxonville is recognized nationally.The Italian sausage market is growing. | ThreatsCan cannibalize sales of their brats. Face the competition of 29 locally established ...view middle of the document...
4. Follow the example of exhibit 7, what might a positioning “ladder” look like for each of the two “finalist” Italian sausage?
| Family Connection | Clever Cooking |
Value | Great Tasting | Great tasting |
Emotional Benefit | Brings the family together at the dinner table. | Can add your own personal touch to the meal. |
Functional Benefit | Creates a flavor that appeals to all ages | Delicious and convenient cooking recipes. |
Attributes | Fresh herbsNatural spices | Multiple recipesEasy to prepare |
5. What alternative do you recommend and why? Specifically,
a. What positioning should Banks recommend and why (Pros and cons of the two final concepts)? What brand name should the company use for the Italian sausage and why?
Banks should recommend Clever Cooking, because even though Family Connection had more first place votes, consumers that would “definitely buy” would more than likely choose the Clever Cooking choice. Also, Clever Cooking includes a “Family-approved” recipe, which would entertain those who liked the concept of Family Connection. Even though Vivio has...