Nature View Farm Case Study Marketing Management Internship under Prof. Sameer Mathur

1. Natureview
Farm

2. About the Company
•Founded in 1989 in Cabot, Vermont
•Manufactured refrigerated cup organic
yogurt
•Uses natural ingredients and Family
recipe

3. How
it is
Different?

4. •Natural
Ingredients
•Different
Flavors
•Longer Shelf
Life (50 days)
•Family
Recipe

5. Believes in
QUALITY and
TASTE

6. BREYERS
DANONE
YOPLAIT
COLOMBO
COMPETITORS

7. Reason for
SUCCESS
Strong
Brand
Guerilla
Marketing
Good Relations
with Distributors

8. Protagonists

9. •Christine Walker
Vice President of Marketing
•Barry Landers
Chief Executive Officer
•Jim Wagner
•Jack Gottleib
Chief Finance Officer
Vice President,Operations

11. To increase the revenue
from $13million to $20
million by 2001

13. •Since 1989, revenues
had grown from less
than $100,000 to
$13million
•Grow from 2 cup sizes
and 2 flavors to 3 cup
sizes, multipack and 12
flavors.
•A typical case shipped
to Retailer:
•12 cups for the 8 oz
•6 cups for the 32 oz
•Good Relations
with Natural food
Retailers.

15. Supermarket
V/S Natural
Food stores
To increase
the revenue
to $20
million by
2001
Refrigerated
yogurt V/S
Consumer
yogurt

17. How to
increase it’s
Revenue to
$20 million?

18. •Need to increase it’s product sales
•Increase efficiency
•Increase Product life and Quality
•Cut down total cost

19. Marketing Trends

23. SUPERMARKET NATURAL
FOOD STORES
V/S

24. SUPERMARKET

25. Supermarket Channel

26. Natural Food Store

31. Three
Options

34. Option 1 is best
Recommendation

36. OPTION 1
•High Revenue
•High Investor’s Confidence
•Accelerating Growth Rate
•Market Penetration