Segmentation, Targeting and Positioning: Saxon Sausage Company

The Saxon company is a $1.5 billion manufacturer of sausage meats. Sales in the beef sausage category are static and Saxon's brands of beef sausage are experiencing declining revenue. However, the Italian sausage category is growing because Italian sausages are becoming very popular. Consumers like Italian sausages because they are very tasty tomato flavoured sausage meat which can be eaten alone or added as extra flavour to many other types of foods. Saxon's brand of Italian sausages is called Vivio. Vivio has full Italian tomato flavour and it contains less fat than any other brand of Italian sausage. This brand is experiencing significant growth in the Italian sausage category. However, the Vivio brand represents only 5% of Saxon company's total revenue.

Questions:

1. Identify the segmentation variables that the Saxon company could use when segmenting consumers in the Italian sausage product category in the UAE.

2. From the segmentation variables listed above, identify three possible target markets for Vivio Italian sausages in UAE. Choose the best target market and explain your choice.

3. Identify consumers' needs and wants in the Italian sausage product category.

4. Identify the important features of Vivio Italian sausages.

5. Identify the unique benefit that Vivio offers.

6. Write a positioning statement for Vivio using the following formula.

To . . . . (target audience), . . . . . . . (brand name) is a brand of . . . . . . . . (product category) that offers . ......................(important features) and . . . . . . (unique benefit)

7. Make your positioning statement into a slogan that you could use in your advertising.????