case study in marketing research

Case Study in Marketing Research

• Saxonville Sausage Company- Answers

Saxonville Sausage Company-

• Key characteristics of the three product categories/segments that SSC is active in , target market-market trend-distribution positioning

Saxonville Sausage Company

Market : Fresh sausage as opposed to smoked or semi dried

Product categories

Category trend

Target market Distribution positioning

Brats, out door 70% of SSC rev

Flat-

Adult male national BBQ

Breakfast, 20% of SSC rev

Flat FHH national Not distinct

Italian-dinner, 5% of SSC rev

Vivio 16% growth in line w category

FHH NE region Not established


• How was the Vivio brand initially established and why is this a concern for Ann Banks?


– Focus was on sales promotions/discounts at the point of sale

• Sales promotions may boost sales but do not do much to build brand equity

– no real attempt at identifying and building a clear differentiation positioning for Vivio was attempted

– Unattractive packaging


• What evidence is there in the case that Ann Banks believes in brand vitality?


– CV shows she has a track record of matching product attributes to core values that consumers identify with in their hearts and minds so that they feel like the product was designed with them in mind

– This is further illustrated by her clear and well researched plan to reposition and energize the Vivio brand


• Show how Ann Banks uses a combination of qualitative and quantitative research methods to understand her target market better in order to determine the optimum positioning for her brands using the Vivio example


• Four step process

– Qualitative research to understand behaviors and needs

– Qualitative research to develop possible positioning ideas and reactions to them

– Qualitative research to improve and prioritize positioning concepts

– Quantitative research to rank positioning concepts in terms of their propensity to influence purchase intention


• Argument for family connection?


• argument for the Family connection positioning

Closest to target customers core values- more emotive

No brand had tried to own this emotive positioning--- ….united family..- if successful may lead to better long term brand equity

Supported by research, 54% of first place votes went family connection versus 27% for clever cooking


• Argument for clever cooking


• argument for the clever cooking positioning

Easier to provide tactical support for especially at the point of sale- easy to demo clever cooking, possible to have a wider range of flavors to cater for different cooking outcomes etc…

Risk that family connection “may” be seen to imply Italian which might be a limiting factor to non Italian households Family positioning ‘excludes’ singles etc

Easier to sell to internal decision makers

case study in marketing research

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