Marketing Plan: Saxonville Sausage Company

Marketing Plan: Saxonville Sausage Company

1. Business Overview

With the history of 70 years, Saxonville, the privately held family business is one company of revenues of approximately $1.5 billions in 2005, the main products are the variety of predominately fresh pork sausage consisted of branded products: bratwurst, breakfast sausage and an Italian sausage named Vivio, which occupied 70%, 20%, 5% of Saxonville's revenues respectively. Store brand products accounted for the rest of 5% revenue. This marketing plan has been explicitly designed to launch a national Italian sausage brand that Saxonville needed to bring to market in order to achieve it profit objectives for the next fiscal year.

2. Market Overview

The heart of Saxonville's business, bratwurst and breakfast products were sold throughout the United States via both national and regional brokers and distributors, the products had very little distribution in stores in the Northeastern markets. Meanwhile, both the bratwurst and breakfast categories across all sausage producers has been flat (0% volume increase) nationwide since 2004, and with little or no growth expected in the short term. However, the Italian sausage was the one