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Go Go Squeez applesauce marketing plan

Go Go Squeez applesauce marketing plan

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  • In the next couple of minutes, we are gonna go thr the current situation GGS is facing now & what our strategies are for 2014
  • Speaking notes : Over the last 3 years, GGS enjoyed stupendous success and has grown more than 100% was first to introduce squeezable packaging for applesauce which has a lot of fun value and is also convenient.
  • Speaking note: having this steady progress, we don’t want to consider ourselves as just a fruit in a pouch, we are a snack. Having said that lets see where do we stand in this landscape. They also need to come up with innovative campaigns to bolster this top of the mind recall value and project their key differentiators like being a all natural gluten free fruit snack etc.
  • In order to do that , we need to look at the driving forces of this industry : define our key differentiating factors, so that we stand out from the crowd, we need to look at the key takeaways of the snack food industry. These data are from mintel report. Another driving factor is the growing concern of obesity among the millennial . These health conscious people wants to have guilt – free snack . As marketer we can predict that the demand for healthier snack…
  • 1.Having this marketinformation lets see look at our strengths to see how we can cater to this demand, the weakness we need to overcome and the opportunities to tap on and the threats to mitigate GoGo squeeZ's distribution is constantly growing, with more than 25,000 stores across the U.S. now carrying the products. 
  • Now with the stage being set, lets look at the three main thingCurrent they only have one line of products : apple based squeezable fruit snack 1. By providing and maintaining Higher customer value
  • GGS is not only targeting kids, rather they are saying in their marketing message that it’s a healthy snack for the whole family.

Go Go Squeez Marketing Plan Presentation Transcript

  • 1. Marketing Plan Amrita Saha NYU Integrated Marketing Grad student
  • 2. Executive Summary Who we are ? GoGo Squeez is a brand of fruit snack sold in squeezable pouches, which is distributed in North America. It is manufactured by French applesauce and fruit spread maker Materne What is the current scenario ? • GoGo Squeeze had rapid growth in the past three years in US market • GoGo Squeez has stepped into a larger landscape – the ‘snack food ‘category from being just an applesauce • The big players of the market are quickly converting the point of differences into point of parity • Retail channel penetration is not even What to do next in 2014 ? • Keep the momentum going • Product line extension • Increase brand equity How to do it ? • Increase from 3 product lines to 5 product lines • Channel Expansion- within the existing accounts as well as to new touch points • Increase market share from 19% to 25% © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 3. To be on the same page How we are known in the market ? First squeezable, re-sealable, no-mess, all-natural, gluten-free, nut-free, and allergen-free applesauce based snack for kids (and big kids!) on the go. Where all present (Distribution network) ? Available in major retail stores, supermarkets and children’s retailers across the US. What are we made up of? (Key ingredients) Made with apple juice concentrate and contains no artificial flavors or preservatives. Variety (Flavors) Available in 11 flavors with a base flavor of apple. Giving back to the society (Corporate Social responsibility) GoGo Squeez is eco-friendly . Till date, 384,000 pouches has been recycled through our partner -TerraCycle: up-cycling pioneer. We are also partnered with other non profit organizations such as Fresh Air Fund, Life is good®, Red Cross, Kick It 3v3 soccer and more. GoGoSqueez is an eco-friendly 100% applesauce, which comes in a convenient pouch and is packed with high quality natural ingredients. It makes snacking on the go even more fun, healthier and easy. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 4. “We’re more than a fruit in a pack, We’re a Snack” : Snack food category landscape : “Snack food” comes in 3 forms : Natural, Processed & packaged , Prepared. Each form has different variety. Natural Processed & Packaged Prepared • Whole fruit • Crackers / Biscuits • Noodles / Pasta • Veggie – baby carrot, cherry tomatoes • Cookies/ Cheese / Pastry • Sandwiches / bread • Bars • Crisps / popcorn • Yogurt / Smoothie • Fruit snack • Trail mix • Dried food • Sauce • Chewy gummies • Cut pieces of fruits in small cups GoGoSqueez is now a part of much bigger fraternity of foods – the world of snacks. Consumers have lot of options to choose from. We need to ensure that we are on the “top of the mind” of the consumer when they make a choice on their favorite snack. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 5. Snack food industry – Key takeaways Growing market • U.S. retail sales of packaged snacks rose to nearly $64 billion in 2010 • Packaged Facts projects sales to approach $77 billion by 2015, a total market increase of over 20%. • Annual growth rates edging up from 3.5% in 2011 to 4.0% by 2013. Change in consumer snacking habits • There is a growing tendency to replace meals with several smaller snacks. • Competitive and frenzied lifestyles encourages on-the-go eating. • “Family favorite” and “product looked appetizing,” are driving purchase behavior. Health and convenience are strong motivators for snack purchase • There is a growing concern about the impact of obesity on the health of the nation. • Increase consciousness about ingredients such as low-sugar and gluten-free. Millennials are driving the trends • Millennials are becoming more fiscally empowered. • The demand for “guilt-free” snacks by health-conscious customers is rapidly growing. • Also in demand among Millennials is a greater variety of choices © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 6. SWOT analysis Even though the applesauce market is matured and ruled by big players of processed & packaged food, GoGoSqueez has the basic brand equity attributes to compete in this market Strengths…to cater the demand Weaknesses…to overcome • In-depth knowledge about the target consumers behaviors • Pioneer in fun & playful squeezable pouches • Owns a strong community of Moms, who acts as brand evangelists • Environmental friendly • Comparatively new to the US market. • Limited product mix compared to the width of product mix of other major competitors. • Matured applesauce market Opportunities…to tap on Threats…to mitigate • Increase in demand for convenient, healthy, good-tasting snack products among the American consumers. • Scope of product line expansion • Squeezable packaging is only 15% of applesauce category • Competition from giants like Motts, Dole , Del-Monte, players in the same product type and category. • Low entry barrier and threat of entrance of complimentary category brands like Tropicana into the same product category. • Competitors are quickly imitating both product and packaging features, making it tougher to retain the point of difference. Despite the weakness and challenges faced, there is an opportunity to become the leader in the squeezable pack of applesauce market. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 7. Brand Position and Persona © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 8. Brand Positioning Umbrella positioning statement Target consumer : The kids, tots & adults To busy souls who are concerned about their health, GoGoSqueeZ is the all-natural healthy squeezable on-the-go fruit snack that gives you the best taste and keeps you healthier and happier each day wherever life takes you because it provides the goodness of ¾ serving of fruit and is a sugar –free, gluten-free, nut-free, allergen-free all natural applesauce that comes in a re-sealable, no-mess BPA free pouch that is convenient to have on the go. Positioning statement for parents Target consumer : The kids To all those parents who cares about the health of their kids, GoGoSqueeZ is the all-natural healthy squeezable on-the-go fruit snack that gives the best taste and keeps your kids healthier and happier each day because it provides the goodness of ¾ serving of fruit and is a sugar –free, gluten-free, nut-free, allergen-free all natural applesauce that comes in a re-sealable, no-mess BPA free pouch that serves as a fun and convenient snacking option for your kids. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 9. Brand Persona Jerry" O'Connell is an American actor, writer, producer and a celebrity father. He is also known as a ‘playfulness ambassador’ and the co-founder of Life is good Kids Foundation, a nonprofit organization providing training and support to childcare professionals that ensures all children can grow up feeling safe, loved and joyful. He is married and has two kids. Marcia Cross is a American actress and celebrity mom of twins who is balancing her work and her life without surrounding herself with five nannies. Kenneth Ray "Kenny Rogers" is an American singer-songwriter, photographer, record producer, actor, entrepreneur and author, and member of the Country Music Hall of Fame. He has a wholesome image in the industry. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013 William Henry "Bill Cosby” Jr. is an American actor, author, television producer, educator, musician and activist. He was known to be the "most familiar" & "most persuasive" spokesperson and was also considered to have an believable image.
  • 10. Three “Must-Do’s” to Win in 2014 Key Issues Maintain Momentum 1 Address product mix limitation 2 Increase Brand Equity 3 Value Innovation Brand Building Fuel growth Retain point of difference Product line extension Product line width extension Build strong brand image Increase market share © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 11. Innovation: what needs to be done Objectives Business Objectives: • Increase from three product lines to five product lines by introducing two new flavors : • Fruit & Veggie • Fruit & yogurt / Fruit smoothie What we are Now 100% squeezable applesauce on the go Marketing Objectives: • Fill the gap on shelf space • Meet the customer need for variety • To be considered a staple in consumers snacking occasions. Differentiating Proposition • • • • 100% natural & healthy Comparatively higher NuVal score Eco-friendly & convenient pouches Favorite flavors What we will be in the Future Expand the reach and become a house hold name Support: 1) Pioneer in squeezable pouches for applesauce. 2) In-depth knowledge about American consumer behavior and 3) In constant conversation with our target customers 4) A strong network of 150 moms who are passionate about the brand and acts as brand evangelist. 5) Leverage both France and US capabilities for production that helps to keep the momentum of supply chain going on. Key Insights: US market has high need for healthy snack. The squeezable aspect has more variety and play value that’s much more interesting. The US consumers are moving from three meals a day to small meals all day. According to research and reports, Kids should consume 1 -2 cups of vegetable per day. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 12. Value & Brand Building : what needs to be done Objectives Business Objectives:  Channel Expansion – two pronged strategy • Expand within the existing accounts • Enter into 4 new distribution points ( Amusement park, Airport, Convenient stores , Colleges & Bookstores )  Increase market share from 19% to 25% What we are Now Quick and healthy snack Marketing Objectives:  Increase Brand Equity  Fuel growth Differentiating Proposition • Snack for the whole family • Fun & Interesting squeezable pouches • Consumers as Brand evangelist What we will be in the Future A staple in people’s snacking occasions Support: 1) Applesauce in squeezable packaging is 15% of the applesauce category implying high potential for growth. 2) High growth momentum over the last 3 years from $70 million in revenue in 2008 to $120 million in 2013. 3) Adult target segment is 1/3rd of the consumer population. 4) Strong social media presence and encouraging and soliciting feedback from consumers. Key Insights: CAGR of YoY for healthier snacks in US market is 6.2% compared to 1.2% of regular snacks. US consumers are very mobile and always on the move looking for convenient snacking options on the go. GoGo Squeez has a strong presence on social media which is now considered word – of – mouth on steroids. Staying close to target consumers helps a brand to stay at par with the changing dynamics of the market trends and by following guerrilla marketing campaigns, GoGo Squeeze is able to tap the market trends at the right time. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 13. What needs to be done Contd… Target Profile: Consumer: The whole family – Kids, young kids, tots, working adults. Customer: Parents ( esp. Moms) and working adults College Grad Working parents High School Student (Tots) Channel: We’re available in 40,000 locations now. Target Channel expansion :- Amusement parks, Convenient stores, Colleges & bookstores & Airport Executional Mandatories: • • • • The theme of the campaign should support playfulness and fun. The squeezable pouches must be eco-friendly and should have attention grabbing appearance. Pouch size should be able to fit in a lunch box . All ingredients are 100% natural © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013 3+ yr. kid
  • 14. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 15. Appendix © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 16. About GoGo Squeez GoGo Squeez was introduced in the U.S. in 2008, making it the first squeezable, resealable, no-mess, all-natural, gluten-free, nut-free, and allergen-free applesauce based snack for kids (and big kids!) on the go. The company is the American version of its sister brand Pom'Potes in France, created by its parent company, Materne. Materne North America, is headquartered in New York City GoGo Squeez is available at Target, WalMart, Costco, Whole Foods, Kings, Fred Meyer, Hannaford, Giant, Harris Teeter, Giant Eagle, Shaws, Jewel-Osco, and other retailers across the US. Since the product’s US launch in June 2008,GoGo Squeez’s distribution has grown to 40,000 supermarkets, convenience stores, and children’s retailers across the US. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013 Apple, apple juice concentrate. It contains no artificial flavors or preservatives and is glutenfree, nut-free, dairy-free, vegan and kosher certified GoGo Squeeze is sold at Wal-Mart, Target, Whole Foods, Costco, Kroger and Publix, and makes a $70 million in annual revenues on over $100 million of retail sales.
  • 17. GoGo Squeez product line GoGo Squeez has three product line: Apple based applesauce. It has different variety of applesauce in combination with different fruits. Natural 100% natural fruits meet GoGo Squeez’s signature innovative packaging. Available in 11 flavors of Apple with Grape, Pear, Mandarin, Cherry, Strawberry, Banana, Peach, Mango, Cinnamon and Berry Organic All of their ingredients are certified USDA organic ingredients, grown on local farms in rich, healthy soil that hasn’t been treated with chemical pesticides or fertilizers . Available in 6 flavors of Apple with Cinnamon, Banana, Peach, Strawberry and Berry © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013 Fast Fruit GoGo squeeZ Fast Fruit provides all of the good stuff needed in delicious fruit combos created to delight on-the-go snackers. Available in 3 flavors of Apple-Peach-Passion Fruit, Apple-Mango-PineappleBanana, Apple-RaspberryCranberry
  • 18. Target Segment GoGo Squeez is targeting to almost all members of a typical family. College Grad Working parents 3+ yr. kid High School Student (Tots) • • • • • High School College grads University grads ( master and PhD students ) © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013 • • • 3+ age and above Tots Unmarried young professionals Married young working couple without kids Married working couple with Kids
  • 19. Competitive Landscape Given the category landscape, all natural, prepared and processed & packaged types of snacks are competition for GoGo Squeez. However the competitive set varies depending on target consumer. Also beverage brands act as potential future competitors. E.g. Tropicana For example : ‘competitive set’ when the target consumers are adults ( students & working professional) • Different brands of Bars ( nutritional & low calorie) , trail mix, crisps, popcorns. Even whole fruits and different options of prepared snacks. For example : ‘competitive set’ when the target consumers are kids and tots. • Different brands of Crackers, Biscuits , Cookies, Cheese, Pastry , fruit snacks and even whole fruits as it is or in combination with others. The primary competitors of GoGo Squeez applesauce in squeezable pouch are : fruits and vegetables in the world, has an annual revenue of $ 7.2 billion. Dole competes with GoGo Sqeeze with its ‘Fruit Squish'ems’ product line available in 3 apple based flavors. Del Monte: One of the country's largest Mott’s: One of the country’s producers, distributors and marketers premier Apple Sauce specialty of branded food and pet products for brands , currently marketed the U.S. retail market, worth under the Dr. Pepper Snapple approximately $3.6 billion. Del Monte Group. Mott’s competes with competes with GoGo Squeeze with its GoGo Squeeze with its ‘Snack & ‘Fruit Burst™ Squeezers’ product line. Go’ product line, which is There are 2 fruit veggie combo flavor available in 4 different and 3 simply fruit flavors. Dole: the largest producer of applesauce flavors. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 20. Product line of competitors Applesauce category : Product line = 1 Product line length = 3 ( variants) Product line = 2 “Simple fruit” product line length = 3 “Fruit & Veggie” product line length = 2 Product line = 4 1. Classic = 3 variant 2. Fruit flavored mix = 4 variant 3. Healthy Harvest = 5 variant 4. Fruit & veggie = 2 variant The trend in favorite flavors among US consumers are cinnamon, berries & veggie Yogurt or fruit flavored yogurt is in high demand driven by the health conscious trend. © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 21. Market share – Applesauce category Brand Market share in US market Motts 39% Dole 27% GoGo Squeez 19% Delmonte 15% Source : Millward brown, Marketresearch .com © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013
  • 22. NuVal Score & CAGR NuVal Score : 25 23 21 4 Compound Annual Growth Rate U.S Healthier Packaged Foods vs. Regular Packaged Foods, 2002 – 2014 © Amrita Saha | NYU SCPS Grad Student | Marketing Plan for GoGoSqueez | Fall 2013