Step One - Planning new research on the target customer Four Highly interactive mini pilot groups each

with 4-6 users, both men and women Research revealed the language consumers used to discuss the benefits of the Italian sausage In October 2005, began phase two with help of top brand consultant and a marketing research professional They managed the research company as they simultaneously recruited, screened and selected consumers for the focus groups Age of consumers, brand usage and other characteristics were considered while selecting consumers At end of November 2005, Focus group sessions were conducted - 437 female cold called, 103 qualified for focus groups - Ran sessions with team members watching from behind a one way mirror - After a little warming up a lively discussion was generated with under the supervision of Keller Step Two - Building on learning from the focus groups Went through the insights generated from the focus group meetings and tallied up the voting and discussed the key conclusions The following learnings emerged from the focus group studies - Three groups of Italian sausage consumers emerged- Heavy users, light users and negligible and non users - Cooking done primarily for evening dinner meals - Meal that the husbands and children enjoyed. - Very passionate in their description of cooking and eating Italian sausage - Considered as a great meal maker - Vivio brand considered to be of high quality with good colour, an above average ratio of solids to fats and great taste and texture - Of the given 20 brand names Vivio ranked seventh Italian sausage users believed that saxonville Italian sausage was a well established business heritage, but German seeming Respondents were afraid of dinner disasters and their feelings were summed up by constructing a perceptual map out of which the following picture emerges. - In contrast with normal meals Italian sausage did not require the respondents to undergo a trade of in the time & skill required to prepare a meal - Italian sausage was revealed as a 'meal solution' The next step was how to position the Vivio brand according to women's ideals of family life Step three - Building positioning concepts Used brand ladder diagram to tell consumers a cohesive story about the brand Core value at the topmost rung, then moved down to the emotional benefit, the functional benefit and the product attributes that communicated these benefits ''Job well done'' identified as the core value

Second round of research was to consist of four different core ideals agreed on by the group, namely "Family Connection", "Love Concept", "Balance Concept", and "Creative Cooking Concept" In the second stage customers were asked to select and prioritize three favourites -"Family Connection" and "Clever Cooking" received the highest total votes of 52 and 49 respectively - While "Family Connection" received the most first placed votes(37) Score team then asked to come up with potential tactical strategies to support the two top voted positionings and optimize brand identity At the end of meeting the group had narrowed down to R&D, Graphics and Sales tactics Step four - Additional research This phase employed quantitative testing The field agency led testing of "Family Connection " and Clever Cooking positioning concepts revealed that both were viable The quandary was to leverage upon one among these two positioning concepts and is discussed below "Family Connection" VS " Clever Cooking" 81 % said that they would definitely/probably buy Family Connection VS 72 % for Clever Cooking However 23 % said they would definitely buy Family connection compared to a higher 41% for Clever Cooking Also 4% said that they would probably/ definitely not buy Family Connection compared to just 2% for Clever Cooking In step three voting Family Connection led positioning strategy with 37 first votes compared to 14 for Clever cooking and 52 top two votes compared to 49

The group decision Since the scores as well as votes are more or less balanced out among the two concepts, and the core values are depicted as "easy to make" and "family pleasing", we recommend adopting " Clever Cooking" because of the idea seeming more distinctive and durable compared to the much more generic "Family Connection " concept. The distinctive Clever Cooking concept will help the company to shed its present 'me too' image and help Vivio grow as a brand