Saxonville Case
Saxonville case study
Current situation
Saxonville current was a family business deals with pork sausage products. Its major products bratwurst and breakfast sausage sold national wide, but they were in front with bottleneck recent years. Now the company plans to introduce a brand new product named Vivio into its national market to break sales ceilings.
To the Saxonville, the brand Vivio have a increasing grown annual rate, but just available “in 16% of the nation’s supermarkets,”–it just a small and regional brands. However, the changing market needs and consumer sausage use behavior encouraged the company to put the Vivio on the spot. While, due to the “farm-to-market idea” and distribution barrier, no one realized the opportunity to develop a national brand in the Italian fresh sausage market strengthened the determination of Vivio’s national introduction.
Key components
There are four components in terms of the Italian sausage business. First, the consumer is changing their behavior of sausage consuming. People were less inclined to serving sausage for breakfast, but more special occasions. It provides an opportunity to introduce a new product. Second, more housewife or female head of household than male to chose the Italian sausage, since it’s easy to make and high level of family- pleasing. Therefore, the target consumer will be the housewife. Third, the Italian food implied a family lifestyle of “a large, multi-generational group eating and communing around a table.” It is a shortcut to capture the market position of an Italian sausage. Fourth, consumer of the sausage tends to be more loyal to a “brand.” Therefore, it is important to make a good first impression and built up a bunch of “return” consumer in the sausage industry.
Research result
After three groups of Italian sausage consumers were separated: heavy user, medium user and light user, some interest facts and concept illustrated and emerged:
1. Consumers want a product that can make food preparation process easier and satisfy all family members’