interoffice memorandum
Saxonville is in need of a revival strategy, as it has found itself amidst stagnant earnings
from sausage product line and a drastic fall in growth in its leading products over last two
years. Though an Italian Sausage product, Vivio has reported high growth in the last two
years. Appropriate positioning and a vigorous marketing strategy would be needed to
present a unique identity for Vivio to be a top-notch product line, thereby positioning
Saxonville as the market leader in this expanding sector without cannibalizing sales of its
existing brands. The marketing team has decided that Saxonville should opt for “Clever
Cooking” as their positioning concept for Vivio. Among creative homemakers, “Vivio
from Saxonville” will provide a facile way to prepare a nutritious and delicious meal with
varieties of recipes using the Italian Sausage, making it special for the whole family.
Saxonville should exploit the first mover advantage and bind the customer by going
national thereby getting nationwide recognition.
Vivio has its market presence in 16% of the nation’s large supermarkets, primarily on the
east coast. By opting for a brand name Vivio from Saxonville, Vivio will not lose its brand
identity in its stronghold areas and retain its customer loyalty. It would put Saxonville, the
company’s brand in a position to influence the product’s brand, ensuring national
recognition to Saxonville. Clever cooking seems to be most adaptable, lasting and
distinctive. It also fulfills all the elements of brand laddering (Refer Exhibit 1.). At the
same time, this position is easier to communicate than the Family Connection position.
