Recommended Positioning Territory
The research conducted by Saxonville revealed that the target Vivio sausage consumer, the
female head of household (FHH), has a schema, or feelings/beliefs about ideas or
situations, that they should be able to cook wholesome and appealing meals for their entire
family. In discovering the women’s ideals for family life, Saxonville learned that the target
consumer longs to be a nurturing a mother who helps create joyful childhood memories
and associations for her children, and can bring the family together to the dinner table,
even though life is so busy for everyone these days.
After evaluating the two concepts of “Family Connection” and “Creative Cooks,” we feel
that the “Family Connection” positioning adequately fulfills the needs and desires of the
target consumer. According to the research conclusions, the consumers’ current attitude, or
a lasting, general evaluation of people/objects/advertisements/issues, towards Vivio is that
it makes their lives easier because it is part of a meal that everyone in their family enjoys.
The research also revealed that a meal with Vivio is a meal that they do not need to call the
family to the table for – “The minute you smell it, you have to have some.” Through the
“Family Connection” positioning, Saxonville can reinforce the above benefits, and can use
marketing tactics to depict that by cooking with Vivio, she can bring the family together,
be a good mother and create the childhood memories she strongly desires; this represents
the concept of Symbolic Self Completion, where she can achieve her ideal self through
cooking with Vivio. Additionally, the last round of quantitative research revealed that 54%
of the sample chose the “Family Connection” concept. While there is concern that the
word “Italian” might imply family due to the existing brand’s positioning, we feel that
Vivio could actually benefit from the halo effect, and that this unique and unchartered
positioning plus the recommended tactics below can reinforce the emotional value for
family togetherness that consumers are looking for.
By choosing the “Family Connection” concept, Saxonville can be assured that it will not
cannibalize its sales to other products within its portfolio due to its unique positioning
around being for the entire family for dinnertime, all year round. With the “Creative
Cooks” positioning for Italian Sausage, Saxonville risks taking share from the Bratwurst
and Breakfast sausage product lines, where the target market spans beyond the female
head of household.
Recommended Tactics:
In order to tailor to the target consumer, Saxonville could begin with restructuring their
