INTEROFFICE MEMORANDUM
TO: JOHN MAYBERRY, CEO
FROM: JEREMY WELCH
SUBJECT: SAXONVILLE SAUSAGE MARKETING STRATEGY
DATE: MARCH 1, 2006
Saxonville Sausage was a 70 –year old, privately held family business
headquartered, in Saxonville, Ohio currently faces the challenge of identifying the
best method of positioning its Vivio brand of Italian sausage to capture market
share. The company has conducted research and has identified two ways to market
its product, one being “Family Connection” and the other “Cleaver Cooking.” The
marketing team has determined that Saxonville implement a strategy that would
highlight Vivio Italian sausage as “Family Connection.” This strategy will enable
the company to foster new ideas and differentiate the Italian sausage from
Saxonville’s other sausage brands and the competitors brands.
In addition, the company needs to create a distinctive identity for the Vivio
brand that would stand out among the competition. The name that they should be
used is “Vivio, Saxonville’s Italian sausage. Consumers will perceive a difference in
brand and Vivio can leverage the company’s heritage and brand equity in the
market. Choosing the Family Connection positioning for the Vivio brand is best for
Saxonville because it immediately target the customer’s core values. When the
