Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

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in the yogurt category was

pretty much tapped out. But

by carefully studying con-

sumer behavior, Ian Friendly

and others on his marketing

team at Yoplait changed all of

that. Their marketing plan for

a new product, Go-Gurt,

racked up $100 million in

sales in the first year. Much of

that represented new demand

in the yogurt category

because the percentage of

kids eating yogurt doubled.

That was no accident. They

created Go-Gurt to have kid

appeal.

Kids need nutritious food,

but research showed that what

they want in snacks is great

taste, convenience, and fun.

Traditional yogurt was conve-

nient, but it still took one hand

for the spoon and one to hold

the carton. And a carton of

yogurt didn’t exactly impress

the other kids as a cool thing

to eat. Go-Gurt took care of

that. It did away with the

spoon by putting the yogurt in

a 9-inch-long, one-handed

squeeze tube. The creaminess

of the product was adjusted to

make it just right for on-the-go

eating. Kids didn’t have a very

positive attitude about most

standard yogurt flavors, so the

foil-embossed Go-Gurt tube

was filled with flavors kids

could learn to love—like

Strawberry Splash and Water-

melon Meltdown.

Go-Gurt’s introductory ads

were placed on media like

Nickelodeon so they’d reach

kids directly. Then it was up to

them to ask their parents to

buy Go-Gurt at the store. The

ads positioned Go-Gurt not

just as a food but as a lifestyle

accessory for kids. To build

awareness of the benefits of

place

price

promotion

ct product