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; usi