SAXONVILLE SAUSAGE COMPANY

SAXONVILLE SAUSAGE COMPANY

QUANTITATIVE RESEARCH TECHNIQUES

• Uses various types of scale que.• Researchers draw numerical representation and summaries• Helps us to better assess the depth and breadth of brand awareness, the strength, uniqueness of the brand.

BRAND AWARENESS

BRAND IMAGE

BRAND RESPONSE

BRAND RELATIONSHIP

BRAND AWARENESSStrength of brand in the memory

Two components: Recognition

Recall

Unaided recall: when u think of chocolate, which brand comes to your mind?

Aided recall : much narrower & more specific.

EXERCISE 1) D_,_,A,C_,_,_

2) G_L_,_T_,_

3) H_LL_,_,_,_

4) H_A_T

CORRECTIONS FOR GUESSINGAlso spurious awareness

E.g. one study conducted for the awareness of beauty products showed spurious awareness, one fictitious company was included which got response of about 16%, showed presence of spurious awareness.

BRAND IMAGEImp aspect of brand

Considering 3 components: strength

favorability

uniqueness

Example of Brand Association Ratings in terms of strength, favorability and uniqueness

1) To what extent do you feel the following product characteristics are descriptive of Lipton ice tea (where 1= strongly disagree & 7= strongly agree)?

___________ convenient

___________ refreshing & thirst quenching

___________ tasting good

___________ relevant

___________ used by young professionals

BRAND RELATIONSHIPSBehavioral loyalty:

E.g. brand manager of Duracell batteries might ask:

Which brand of batteries do you usually buy?

Which brand of batteries did you buy last time?

Which brands of batteries did you consider buying?

Which brand of batteries will you next time?

QUALITATIVE RESEARCH TECHNIQUES

Help identify possible brand associations and sources of brand equity.

Unstructured measurement approaches. Ernest Dichter, first applied these research

techniques.

Free Association Projective Techniques Zaltman Metaphor Elicitation Technique Brand personality and values Experiential Methods

FREE ASSOCIATION

Simplest and most powerful technique. Used mainly to identify the range of

possible brand associations. Coding free association responses, gives a

rough measure of the strength.

Things to be considered in conducting free association tasks –

Types of probes given How to interpret the results

PROJECTIVE TECHNIQUES

Diagnostic tools to uncover true opinion and feelings of consumers when they are unwilling or otherwise unable to express themselves.

Completion and Interpretation Tasks – uses incomplete or ambiguous stimuli to elicit consumer though.

Comparison Tasks – comparing brands to people, countries, animals, cars, and many more.

ZALTMAN METAPHOR ELICITATION TECHNIQUE

Based on the belief that consumers have subconscious motives for their purchasing behavior.

A technique for eliciting interconnected constructs that influence thought and behavior.

Starts with a group of participants; select 12 images. Followed by one-on-one personal interview. Participants use a computer program to create a

collage. Researchers compile the findings.

Means to understand consumer images of brands; for consumer insights

BRAND PERSONALITY AND VALUES

The Big Five Assesses brand personality through

adjective checklists or training. Sincerity, Excitement, Competence,

Sophistication,Rugedness

EXPERIENTIAL METHODS Reach to the consumers in their

natural environment.

SAXONVILLE’S BACKGROUND

Saxonville Sausage Company is a 70-years old, Sausage company based in Ohio

In 2005, the revenue approximately $ 1.5 billion.

Produced a variety of pork sausage products: fresh sausage as opposed to smoked or semi-dried

COMPANY PRODUCT

The business consisted of branded products:Product Market Revenues

Bratwurst Flat – No Growth 70%

Breakfast Sausage Decline revenues 20%

Italian Sausage “Vivio”

Growth 5%

Store brand products

- 5%

70%

20%

5%5%

Revenue Percentage Contribution

Bratwurst Breakfast sausageItalian sausage "Vivio"

Store brand product

ISSUES

What is the ideal name for Saxonville’s line of italian sausage?

Should a national entrant continue with the Vivio brand name or have a different Italian name?

Or use the Saxonville name to leverage the company’s heritage and brand equity?

Research the Italian Opportunity

STEP ONE : PLANNING NEW RESEARCH ON THE TARGET CUSTOMER

Phase I : To confirm some of the basic information presented in the Attitude and Usage data.

Phase II : To understand current behaviorsTriggers to purchase, and unmet needsTo get a clear understanding of product benefit

STEP TWO : BUILDING ON LEARNING FROM THE FOCUS GROUPS

6 potential bases for positioning :- Family Connection- Clever Cooking - Confidence- Appreciation- Quick and Easy- Tradition

STEP THREE : BUILDING POSITIONING CONCEPTS

Family ConnectionOut of 256 respondents 81% were interested to purchase it on the Family Connection brand image

Clever CookingOut of 250 respondents 72% respondents were interested to purchase it on the Family Connection brand image

STEP FOUR : ADDITIONAL RESEARCH DELIVERS A VERDICT – OR TWO

“Family Connection” had scored better and receiving the most first-place votes.

Discuss how advertising look and feel, packaging, product attribute, name, considering sub-branding.

Picked the winner from the two final concepts.

Customer Analysis

TARGET MARKET

Working out of the home and working at home

Head of household: female and male Age: 20-50 Household income level: middle and high Consumer group: heavy, medium, and light

users Loyalist and competitive users

CURRENT MARKET CONSIDERATIONS

Behavior Considerations Vivio loyalist Competitive brand Degree of price sensitivity Frequency of every day dinner preparation Use of other product within company

Geographic Considerations Currently in strong Italian sausage markets Strong Bratwurst markets where Saxonville well

developed Strong Saxonville markets where Italian sausage is

distributed Strong Saxonville markets where vivio is distributed