Question 4: What alternative do you recommend and why?Introducing a properly- positioned Italian Sausage brand could propel Saxonville into a national leadership role in the category. The additional information from exhibit 9 consumers selected and their favorite theme. It is unclear how much demographic and cultural differences affect the results of the analysis. Recommendation To optimize brand identity, the company should pursue the first option of marketing the idea of Family Connection. Structuring a study by doing qualitative research first is sometimes necessary in the development of a proper quantitative research design. Question 4: What alternative do you recommend and why? In the long run, spending a little more to strategically market this brand of the company will create exponential benefits for Saxonville in revenues. Further research needs to be taken into consideration before deciding which tactics need to be used. The reason behind this can be that the majority of Italian foods are associated with the idea of family. They also did not do enough in positioning Vivio or creating a distinctive identity.
Although quantitative cost-benefit analysis data is not available to weigh these two options, for the Company to act quickly on the growth opportunities in the Italian sausage category, we recommend the latter. Further research needs to be taken into consideration before deciding which tactics need to be used.
This idea is more distinctive and durable having resulted in the highest number of purchase intent when compared to the other concept.
The second major challenge concerned the national brand identity for this newly-positioned Italian sausage product. Saxonville was close to choosing coupons, however coupons is a waste, consumers think they will be using them but they never will.How to cite this page Choose cite format:. By continuing the idea from the previous question I would say that, before launching the product, further research and pretesting should be done to create the best product possible. Additional quantitative research should focus on the different attributes of the product, like flavor varieties, different packaging forms and advertising. Family Connection is a name that stands out because so many of other brands do not specify a theme, thus seizes the attention of homemakers. Harvard Business School. Structuring a study by doing qualitative research first is sometimes necessary in the development of a proper quantitative research design. From this she used the information to develop stimulus material and mentor guidelines to conduct a focus group. Moore, K.
This association with quality, allows Saxonville to command a price premium over its competitors in the bratwurst and breakfast segments. This problem is attempted to be eliminated by the quantitative research supporting the findings of key concepts derived from the qualitative research.
Preferably diverse groups of woman and men which will vary from male and female groups, male only groups and female only groups. How do we appeal to different individuals at the same time?
What is the current situation? They presented six different themes where each one portrayed a different purpose.