Recommendations and Accompanying Tactics
Based on the information presented, I would recommend that Saxonville pursue the “Family Connection” positioning territory as it is more closely aligned with consumer’s core values. As we have found through our research, female heads-of-household are the primary purchasers and preparers of Italian sausage products and what these women value above all else is the ability to create happy memories with their families around the dinner table. By positioning Saxonville’s Italian sausage product line with this core value in mind, we are providing our consumers with the satisfaction that comes from a “job well done”. These nurturing mothers and homemakers can feel good about feeding their families wholesome and appealing meals made with Saxonville’s Italian sausage products.
To facilitate the launch of this new national brand, I recommend that the company consider sub-branding this product line with the name Vivio by Saxonville Sausage. While other prospective brand names have scored better among consumers, the current Vivio brand is considered by…
Some of these tactics should include national TV and radio spots, as well as featured ads in national newspapers and large supermarket circulars. I would also recommend that the company set up temporary merchandising display units at willing supermarket locations to feature recipe cards and new Vivio by Saxonville products. Additionally, the company should offer occasional in-store sampling for curious consumers who want to “try before they buy”. These tactics will allow the company to continue making distribution gains through interested retailers, and to grow the number of facing opportunities from increased brand awareness of the new Vivio by Saxonville Italian sausage…
