Saxonville Sausage Essay

470 Words2 Pages
3.1 Issues faced by Saxonville The Sales of Sausages are on a General Downward Trend (0% volume increase); Saxonville has a double digit decline. The breakup of the products was as follows: • Bratwurst (70%), • Breakfast (links & patties) (20%), • Italian (5%) • Store brands (5%) 3.2 Result of the research on consumer behaviour carried out in 2001 The sausages were eaten at Special occasions. The number of people having it for breakfast was on the decline. 3.3 Features of Vivio (Italian Sausage) They were made locally, marketing it as fresh was an inherent requirement and it was considered as Authentic Italian heritage. 3.4 Steps taken to conduct a research on consumer behavior • To understand the behaviour and needs a Qualitative research was conducted with Target Customers. • To gain reaction of different positioning ideas a Sequential Round of consumer sessions were conducted. • To understand consumer priorities learning’s been refined to learn actual concepts. • A monadic testing was undertaken to study the purchasing intention scores. The Italian brand was pushed in the market without a proper launch. Hence it was decided to launch a nation product – Vivio to focus on the Italian opportunity. 3.5 How was the research methodology determined? It was determined by age, lifestyle, geography and type of users. 3.6 What was the Respondent Profile? • Women running a household • Responsible for shopping (groceries) and meal preparation • Purchased Italian sausage 2 times in past 4 weeks • The respondent was a Loyalist with 6 purchases out of 10 to a particular brand. 3.7 What were the research results? • User type – heavy, medium, light? • Frequency of purchase • Who cooks? Women • Taken for dinner • Used as ingredient 3.8 How was the positioning map constructed? Trade off between time and skill needed to prepare an evening
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