4. Which alternative should Saxonville choose? Why?

Ann Banks, the Marketing Director at Saxonville Sausage Company had to assess the Italian
opportunity for the company and develop a national product. They came with various
alternatives for brand name and positioning. We feel the sausages should be sold under the
name Vivio, as the brand was considered by loyalists and competitive users alike to be of
exceptionally high quality which would help the company become a national player. Vivio is
an Italian name which was placed 7th out of 20 choices of brand names and it also conveyed
the Italian Family message.
The company came up with 6 alternatives focussing on the target segments which was
further narrowed down to 2. First alternative was ‘Family Connection’. This theme was
closest to the target customer’s core values as it brings the family together. It was thought
that the emotional bond with family would build the brand image and this was not exploited
before. There was another theme ‘Clever Cooking’ which could be used for positioning the
Italian sausages. The concept of this theme was that customers can make creative meals
quickly and with ease. This would add more value to the general family concept. This theme
was not used before and the ability to cook meals faster would attract more customers. We
feel they can use the theme ‘Clever Cooking’ as customers can add a simple touch to their
meals and make it special and each variety of Vivio would have ‘Family Approved’ one dish
recipes for cooking meals quickly.