SAXONVILLE SAUSAGE COMPANY

Written Analysis of the Case

Prepared by: Adjarani, Andalahao, Bautista

I. Statement of the Problem

Given the limitations imposed by upper management on pricing and the impending launch of the
Italian Sausage brand, how should Saxonville Sausage Company (The Company) position its
Italian Sausage brand in the market without cannibalizing its other product lines?

II. Objectives

The primary objective of this paper is to recommend a course of action to the Company that
would that allow it to position its Italian Sausage brand effectively in the market. Specifically,
this paper seeks to:

Formulate courses of action that might address the mentioned problem and assess the
effectiveness of each alternative
Identify a recommendation that would help the Company:
1. To successfully launch a National Italian Sausage brand product
2. To be able to identify the best marketing position for Italian Sausage brand that would
aid in increasing the captured market from 16% to 30% and consequently improve
revenue growth
3. To be able to design marketing tactics that will complement the identified market
position.

Identify potential problems that may arise from the recommendation.

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III. Alternative Courses of Action

ACA #1: Establish a market position as Clever Cooking and change its product name but still
with emphasis on Italian heritage. This strategy will also plays to some of the top values of the
target customers. The brand will be repackaged with emphasis on the Italian Heritage.

Pros:
It deals with the consumers creativity in cooking their Italian Sausages.
Repackaging the brand will provide a fresher appeal to the target market to match
the positioning on their creativity.
It is distinct and unique from other brand that could gain leverage from other
brands.

Cons:
It is mostly founded on the consumers creativity and preference. This may be
detrimental if consumers are of changing preferences.
If the repackaging will greatly drift from the original package, this may create
confusion in the market especially for the loyalist of the original brand and
packaging.
Can easily be replicated by other brands
Non-Italian customers might not be aware of the different methods in preparing
the Italian Sausage

ACA #2: Establish a market position as Family Connection and retain the brand to establish a
connection between the proposed market position and the trust from the loyalist in the regional
market.

Pros:
It anchors on the emotional connection of the consumers to their family.
Retaining the brand will ensure their platform on the regional level, especially to
their loyalists.
Scored highest during qualitative research

Cons:
 As the concept is too generic, marketing tactics that would provide an edge over
other Italian sausage brands will be hard to formulate.
Such concept is too generic and other brands can claim it as their own.
They could possibly lose the appeal of being an authentic Italian Sausage brand to
new customer.

ACA #3: Introduce a fusion of Clever Cooking and Family Connection as a market position
and repackage the brand to suit the intended position.

Pros:
As both prove to be saleable market positions, fusing both ideas would provide an
edge especially on the generic market position of family connection.

Cons:
Divide in the market position might happen if not properly packaged since some
consumers may not buy the idea of the other position, apart from his original
position.

IV. Recommendation

ACA #2: Establish a market position as Family Connection and retain the brand to establish a
connection between the proposed market position and the trust from the loyalist in the regional
market.

Rationale:
Based on the results of the market research conducted by the team, it is evident that in terms of
quantitative acceptability, the two best market positions Family Connection and Clever
Cooking is almost of equal footing. Qualitative factors are therefore the deciding factor. The
proponents have favoured ACA #2 which focuses on finalizing the brand under the Family
Connection positioning territory due to the following reasons:
It is important for the Company to clearly attribute the brand with the Italian
Culture, given that the Company is of German Heritage. The proponents believe
that the tag Family Connection attains this objective more than the tag Clever
Cooking.
Clever Cooking emphasizes on convenience and creativity things that other
brands, whether in the same sub-industry or not, are commonly using to position
their products. Family Connection, as a market position, is more difficult to
replicate and is more distinctive given that it is attributed to a certain culture.

This is does not mean thought that the Creative Cooking position will be totally abandoned.
Given limited resources and management constraints, it is logical for the marketing function to
single out and focus on a specific position to leave a distinctive mark on the prospective
consumers. In the near future, incorporating other positions through brand extension may be
made.

VII. ACTION PLAN

Communicate the chosen market position territory (i.e. Family Connection) to the
stakeholders of the Company. Assess any feedbacks given and incorporate it in the final
concept.
Forward the marketing design concept to the process planning function. A meeting should
be set-up for this matter.
 Design the packaging and specifications of the product based on the concept and values
attributed to it.
Produce protypes and have a soft-launching in selected retail outlets to document the
perception and feedback towards the brand, this time from actual consumers.
Once the necessary modifications are made, launch the product nationally.

VIII. POTENTIAL PROBLEM ANALYSIS

The biggest problem that might be encountered in the process of launching the brand is actual
market acceptability (compared to what was researched and sampled). This is true regardless of
what market position the brand takes. Even if the market research process was evidently well-
planned and comprehensive, there is still that looming possibility that the sample may not be
representative of the actual market. This can have drastic consequences in the profitability and
growth of the Company.

Another potential problem would be a change in the perception or preference of the market. It is
important for the Company to consider this in the long run since this niche in the food industry is
primarily government by the preference and psychology of the consumers. Once implemented,
the brand should not only be able to establish itself in the market and attain the loyalty of the
consumers, but also adapt with any significant shift in the core values and perception its market
attribute to the product.