Saxonville Case Study

Marketing is the management procedure in which the product or service is moves from concept to the customer. It includes the co-ordination of the 4 P’s of marketing: product, price, placement and promotion. [tutor2u.net]

Firstly the campaign allowed people to think about and reappraise their past and present consumption. It was a public relation campaign and was the most successful campaign in history of the Kraft ANZ. Major retailers were running out of vegemite and Kraft has to ship over 1000 tons per month. Sales also increased by 5% than previous year. The associated foods sales of cheese and avocado also rose sharply. Use of Social media help paid them handsomely and people also sent 300,000 submissions, suggesting new combination for vegemite. The campaign main goal was to know what was other food associated with vegemite so that they can produce a perfect combination.

Marketing Plays a vital role in a business, because of marketing the business can offer their offerings and to their customers and provides the services. Marketing is a combination of 4 P’s which are Product, Prize, Place and promotion, to Analysis the marketing of this business, I am explaining the

Marketing is the total management procedure via which a product progresses from concept to consumer to satisfy and meet the needs and wants of customers. This involves addressing a number of key matters: what the company is going to produce, how much they are going to charge, how it is going to distribute its products or services to the customer, how it is going to tell its customers about its products and services, how the selling process actually happens, who comes in contact with customers and the layout of interface in which the company and customers interact. These are collectively known as the 7P’s or the marketing mix: product, price, place, promotion, process, people and physical environment.

Alien in one definition is: “Too different from something to be acceptable or suitable,” and Illegal in one definition is “Not allowed by the law.” (Mirriam-Webster Dictionary) The words ‘Alien’ and ‘Illegal’ have inherent negative connotations. A person does not need to know the intimate or factual circumstances associated with those words to understand their symbolism. When those words are used to label the social group of undocumented Latino day laborers the inherent reaction is to see them in a negative way. The individuals become a stigmatized group. The people against undocumented immigrants in Farmingville saw the Latinos through the lens of the stigmatized group “illegal aliens.” They thus became

1. Using symbolic interaction theory as your guide, explain how the terms “aliens” and “illegals” helped shape public opinion/attitudes in Farmingville towards Latino day laborers. What do these words mean? How did these definitions influence perceptions and behaviors?

* A positioning statement for the company with careful consideration of their brand and strategy

I propose a national launch to the market segment of women 20 – 50 years old. I recommend a simple packaging design and a brand position targeting “The Family Connection” and “Tradition”. I would keep the Vivio name. My recommendation for the name is Vivio Italian Sausage from Saxonville. Currently ranked in 7th place, a good marketing plan could change the name ranking. Vivio’s price, currently set above top competitors should remain unchanged. Because the product is “fresh – never frozen” and “locally made”, Vivio should have no problem

Breeder’s Own Pet Foods, Inc. proposes to adopt a market penetration strategy due to having identified a growth opportunity in the dog food market, for its nutritionally balanced, high quality dog food brand, Breeder’s Mix. This premium product has been sold traditionally, to the show dog kennel market, but company executives are now convinced it can be repackaged and offered as a frozen premium product, to picky pet owners via general retail distribution channels. Since the product is considered premium, it should fetch premium prices because of its ingredients and its claimed benefits to

Saxonville sausage, a privately held company has been doing business for 70 years. In 2005, the company had revenues of approximately $1.5 billion from a variety of its fresh pork sausages. The company is producing three main types of products namely: bratwurst, breakfast sausage and an Italian sausage Vivio. The main source of revenue for the company is bratwurst (70%) followed by breakfast sausage (20%). But since 2004, the company is experiencing problems: bratwurst and breakfast sausage has been facing a stagnant growth; however Saxonville, due to poor performance with breakfast sausage had a double digit decline in revenues which resulted in being ranked 6 out of 8 in market share of the

Many advertisements want you to buy their product, but Oscar Mayer wants you to enjoy their product as you eat it. The founder Mr. Oscar F. Mayer moved from Germany to Detroit, MI, then later to Chicago, IL to open his German meat market, that was founded in 1883. He implemented and utilized so many tools to open the market, that he had to expand and have local events for his customers. Although many of these companies formulate so many strategies to attract their target audience, their ad can be very misleading.

After positioning is considered, appropriate marketing mixes have to be designed in order to communicate positioning (STP Market segmentation, n.d.)

Woolworths has capitalized on the idea of becoming ‘the fresh food people’. They have implemented various different ways to approach the customers by informing them of healthy food choices, as well as fresh food facts. They have created a website that informs them of how and where their produces are made. They create commercials of ‘Fresh Market Update’, which summarizes which fruits and vegetables are in season. Their magazines, the Fresh magazine and Australian Good Taste, are a monthly magazine that shows healthy recipes to recreate. This marketing push on their slogan reassures the customers that their choice in retailer to buy from is the healthiest choice.

Saxonville Sausage Company, a 70-year-old privately held family business, produces a variety of pork sausage products, thus already having a loyal customer base. Their Italian sausage, presently branded as Vivio, became part of the Italian sausage market in 2002, yet has experienced flat sales. Therefore, the company needs to increase their awareness, customer base, and sales with their Italian Sausage products. They must now determine an ideal name for their line of Italian sausage, and if they should continue nationally with the Vivio brand name, or create different tactics, including a name change, in positioning the product. In order to gain a clear

2. Product Line and Positioning Choice – The product line itself has to be determined. Is it