Essay On The Market Segmentation Of Saxonville Sausage

     In the early twentieth century, at the height of the progressive movement, “Muckrakers” had uncovered many scandals and wrong doings in America, but none as big the scandals of Americas meatpacking industry. Rights and responsibilities were blatantly ignored by the industry in an attempt to turn out as much profit as possible. The meat packers did not care if poor working conditions led to sickness and death. They also did not care if the spoiled meat they sold was killing people. The following paper will discuss the many ways that rights and responsibilities were not being fulfilled by the meat packing industry.

Positioning refers to how an organization communicates the benefits of their products and services to potential customers. Positioning a product involves research, development, design, branding and advertising. NHL being a niche sport, it is currently considered as a second rate sports league behind the NFL and NBA. It has a very passionate fan base, but it is relatively small when compared to the other sports. The lack of interest and fan following is attributed to the absence of knowledge and the failure to understand the unique features that NHL offers that are absent in other sports.

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

Upon reviewing the five forces model for Al Fresco, it is noted that competition is pretty high in the industry. Total category sales for the chicken sausage segment were about $75 million per year. The market is growing at about 12 percent a year. This is a growing market, with a few large brands, and rivalry is high. Al Fresco possesses a small 5.3 percent of the market in the New England area. Because the chicken sausage category is small, it is difficult to obtain many specifics about competition. Buyer power is moderate to high, due to the fact of low switching cost and ease of access to the product. Buyers can be brand loyal, which is a benefit to some companies in the industry. Tying in with the high buyer power is a high

Positioning, to marketers, means they drive their “better” product to a particular audience. This strategy is important to marketers because, they use this technique to increase their sales by convincing their audience that their product is better than the competing brand. A product I buy that is “positioned” to me is The North Face backpack. As a student, North Face are popular around campus. When someone sees a North Face backpack, they assume you might have a little money. The backpack has many compartments and zippers. Inside the larger pocket, there is two padded slots, one for a laptop and the other for a smaller tablet or ipad. The back of the backpack is padded as well for comfortability. Depending on the style, there are two bottle

Food Inc. opens in an American supermarket and draws attention to the unnatural nature of year-round tomatoes and boneless meat. It pulls aside the curtain that is concealing the truth about food from the consumer. After the brief intro, the movie shifts its focus to the topic of fast food and its impact on the meat industries. Fast food virtually started with McDonald’s. When they decided to simplify their menu and hire employees that repeated one task over and over for minimum wage, the result was the fast food phenomenon that swept the United States, and then the world. Today, McDonald’s is the largest purchaser of beef and potatoes in the United States, and is one of the largest purchasers of pork, chicken, tomatoes, and apples. Though

Family comes in all shapes and sizes; color, similarities and differences, but at the heart of it all, family is the solidified foundation to one belonging and feeling loved.

Brand Identity & Positioning - Our recommendation for brand name is to continue leveraging the Vivio brand that has already established itself where currently distributed. It has a strong reputation and continues to grow. Changing what is working well and established does not make sense. For the remainder of the marketplace, we recommend packaging the product as Primo Italian Sausage. This brand name scored second in consumer responses behind “Italy’s best” which was avoided

Developments of a more appealing offer for each segment so that the customers are more likely to be delighted or at least satisfied. Positioning is the process of placing the product in a clear distinctive and desirable place in the mind of the competitors in order to gain an upper edge.

“Here at Red Lobster we’re passionate about serving our guests great seafood. It’s why we go the extra mile to bring you the best dining experience possible. Our fishermen take pride in catching only the highest quality seafood, and the freshest fish. Our grill master’s expertly perfect flavors, cooking seafood and steak over a wood fire grill. And our servers pull out all the stops to make every dining experience feel extra special. It’s our passion. It’s our pride. Because at Red Lobster, we Sea Food differently.” [1]

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

To optimize brand identity, the company should pursue the first option of marketing the idea of Family Connection. This idea is more distinctive and durable having resulted in the highest number of purchase intent when compared to the other concept. This positioning idea also received the highest votes in a poll of consumers, asking which positioning concept they liked best. The Family Connection concept is meant to depict family and friends sharing one meal of good food – “It Welcomes You In.” This concept appeals to the emotional and functional benefits of Saxonville’s target consumers’ core values, of wanting to feel intrinsically, that (she) is doing a good job and will satisfy her brand needs. Because “Vivio” ranked seventh when asked which brand names fit best with the consumers’ “ideal” Italian sausage product, I believe it is in the company’s best interest to reconsider the name of their Italian sausage brand. The most

Market segmentation is the division of a market into different groups of customers with distinctly similar needs and products or service requirements (Croft, 1994). Its major purpose is to pull scarce resources and ensure that the elements of the marketing mix, price, distribution trends, products and promotion are premeditated to satisfy the particular needs of the different customer groups. City Grill’s main approaches to market segmentation, could include using the breakdown method where they can view the market as to consist of consumers who are in essence the same, having similar tastes, and so forth. Their duty could only be to identify groups which share particular differences. Alternatively they

Constructing strong brands and positioning brand are key marketing activities for companies, allowing premium pricing and making extensive distribution easy to attain. Brand positioning is trying to achieve a market niche for a brand or product using traditional marketing placement strategies i.e. price, promotion, packaging, distribution and competition. Brand loyalty helps make and withstand high sales and profits. This increased value is called brand equity. For instance, McDonalds builds its brand by constantly changing its happy meals e.g. Tom and Jerry themed happy meal early this year.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.