Étude du cas

didn't know their target consumer and the research methodology will learn it.Method combines qualitative and quantitative ways through four steps. The first three stagesestablish the qualitative research which bring out ideas and give the foundations to understand thetarget customers.The first step was to target customers to understand their behaviors and needs. Severalcharacteristics were evaluated such as demographics (type of work, number of children, education), behaviors (what type of brand they pur 

chased; if they bought Saxonville’s products), geographic

(where were they from).The second step was a group session where they would test different positioning ideas. With thisapproach, they found out that all women wanted was to cook a meal that would please both their children and their husbands, and more importantly that made them feel like they were doing a good job. They also found out that there was no cannibalism problem between all their three main brands.

Vivio was seen has a “healthier” sausage

that could be used more often. Moreover, this Italiansausage was the one that made meals less difficult and time consuming to make (which solved a problem most women had), while it also pleased everyone in the family.In the third step the idea was to come up with actual positioning concepts and have consumers rank them thanks to a brand ladder, to take all of the new information and have consumers prioritize it.The four concepts they came up were: Family Connection, Love, Balance and Creative Cooking.These four concepts all had the same core value, which was to make the women feel they weredoing a good job, while pleasing their entire family, but had different emotional benefits.The quantitative research constitutes the fourth and final step which validates the results of thequalitative research across a greater population and choose a positioning for the company in testingthe concepts to evaluate what would work best with their consumers (a monadic testing was carriedout to look the purchase intent scores).

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