Go Go Squeez applesauce marketing plan

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