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SAXONVILLE SAUSAGE COMPANY

By Group A03

Problem

The positioning of Sausages produced by the firm Saxonville For first six months it was promoted using discounts at super markets which created a customer base To sustain and expand the consumer base, what should the positioning of it be?

Options
1) Position it as brand clever cooking. 2) Position it as brand family connection. 3) Position it as brand Love 4) Position it as brand Balance For naming 1) Retain the name Vivio as promote it as Saxonvilles Vivio for one set of brands. 2) Create a new brand with the name Italys best

Suggestions
Position it as brand clever cooking. For naming 1) Retain the name Vivio as promote it as Saxonvilles Vivio for one set of brands. 2) Create a new brand with the name Italys best

Rationale- It would appeal to the FHH. They can relate to it to their values and demands Italy in the name is perceived as family oriented. In areas where bratwurst is distributed saxonville is a poor brand name.

Clever cooking versus family connection

Clever cooking directly targets FFH (The homemaker) Clever cooking is a new brand concept, non existent in market