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[A+보고서 섹슨빌소시지] Case Study, 섹슨빌 소시지, Saxonville Sausage Company, 섹슨빌 소시지 SWOT, STP, 마케팅원론에 적용

저작시기 2014.11 |등록일 2013.03.01 | 최종수정일 2014.12.15 워드파일MS 워드 (doc) | 4페이지 | 가격 3,000원

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Case Study, 섹슨빌 소시지, Saxonville_Sausage_Company, 섹슨빌 소시지 SWOT, STP, 마케팅원론에 적용

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Our positioning concept is “Clever Cooking” of the two alternatives. Though “Family Connection” important factor, we concentrate on “Clever Cooking” because most of people know “Italian” implied “Family.” First, we change the product name to ‘Fresco Italian Sausage’. “Fresco” means fresh in Italian. “Fresco” name aims to consumers seeking high-quality ingredients. Our branding strategy is multibrands. So, we displayed “Saxonville” logo next to product name. (Exhibit 1) Loyal Saxonville consumers will be able to find their brands’ relationship. Then, we can identify market opportunity that product development. For sales growth, we sell new products that are associated with our positioning concept in existing markets.
According to marketing research in the case, we have possibility enough to increase our market share. (Exhibit 2, 3) And we will achieve a product differentiation advantage by the new products. We focus on female heads-of-household, because they are primary purchasers of Italian sausage.

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