商品敘述：

When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Saxonville Sausage, a $1.5 billion manufacturer of pork sausage products, is experiencing financial stress because its leading product lines have lately produced declining revenues in product categories that are realizing no growth. However, one product line, an Italian sausage brand named Vivio, has recently experienced a significant increase in revenues, as has the entire Italian sausage category nationwide. Unfortunately, Vivio represents only 5% of the company''s total revenues. Ann Banks, a seasoned marketing director, has been hired to expand Vivio, currently distributed in a few cities, especially in the northeastern U.S, into a powerful national brand. Depicts the sequence of steps Ann takes to determine the best positioning for the brand. These steps include analyzing and employing specific techniques for researching customers'' needs, preferences, and values; using the learning from research to develop a motivation-centered characterization of the target consumer; eliciting tactical ideas from a cross-departmental team of colleagues for product ""alterations,"" packaging, and other contributory elements in the branding program; and finally, choosing between two positionings that seem equally valid.

涵蓋領域：

Branding;Consumer behavior;Focus groups;Market research;Product differentiation;Product positioning

相關資料：

HBS Brief Case Teaching Note, (2086), 15p, by Kate Moore, Diane Badame

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