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Saxonville Sausage Case Study

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Saxonville Sausage Case Study Analysis
Saxonville Sausage is a private family owned company in Saxonville, Ohio, with 2005 revenues of approximately $1.5 billion. Their main focus is on pork sausage products that are always fresh. Saxonville’s main product is their bratwurst line, which makes up 70% of the company’s revenues, breakfast sausage that consists of 12% of their revenues and their small Italian sausage line which is called Vivio that only makes up 5%.
Saxonville's sales in bratwursts have been flat and their breakfast sausage line has been steadily underperforming in the market resulting in a double-digit decline in revenue. However, the Italian sausage was the one category showing growth across producers in the retail sausage market, having an annual increasing rate of 9% in 2004 and 15% in 2005. Saxonville hired a new marketing director in Ann Banks to "make her mark" and launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve profit objectives for the next fiscal year.

Company ‘s Goals
Goal 1: Choose the best positioning strategy
• Create a connection between the brand and the customer’s core values
• Choose the best positioning strategy such as Family Connection, Clever Cooking, Appreciation, Quick and Easy, Tradition

Goal 2: Freshness
• By branching out nationally, freshness levels may be compromised because of the time length of delivery to west coast supermarkets.

Goal 3: Cannibalization
• Careful consideration should be taken the position in the Italian sausage line in order to avoid cannibalization in Saxonville Sausage’s other brands.

Goal 4: Timing
• With the following years profit objectives in mind, the time line of the launch should be carefully thought out.

Competitive Analysis
The major strengths of Saxonville are manufacturers have experienced the growth in

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