TEAM MEMBERSVishnu UnniTony JoseAlan MohanAvrine ClinshyAthira UnnikrishnanMoinudheen T P

4Ps of Marketing

PRODUCT

PRODUCT• Homogeneous and consumer class product• Vivio already known by people• Fresh ingredients are highly visible• Nationwide recognition and popularity• Signifies quality/credibility for an unknown brand• Preferable placement with retailers

•Transparent package • Italian flag in the corner• Italian colors in the brand

PACKAGING

PRICE

• Price must signal quality• Sell at a premium (indicates quality)• 5-10% above competitive brands• Bratwurst and sausages priced above the competitor brands• They doesn’t want to overprice it too much.

PRICE

PLACE

• Prominent placement in the Italian Sausage section in the store• National Supermarket Chains• Distribution channel already in place

due to other national products• National market availability

PLACE

PROMOTION

• Magazines/Websites• Complements/Coupons/Discounts• On-site• Publicity on festivals, public events, special occasions• Strong Italian image to promote heritage

PROMOTION

POSITIONING

• Chosen positioning – Family Connection• Clever Cooking• FUNCTIONAL BENEFITS-Quick, easy, creative, nutritious • EMOTIONAL BENEFITS-everybody loves it, the family is happy, the mom spends less time cooking,happy memories

POSITIONING

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