a case study on natureview farm

1. Supermarket
OR
Not??
Natureview
Farm
case study.

2. A small yogurt
manufacturer
company
Natureview
Farm

3. • Barry Landers
( CEO)
•Christine Walker
(Vice-President of
marketing)
•Walter Bellini
(VP of sales)
•Jim Wagner ( CFO )
•Kelly Riley
( Assistant
marketing Director)

4. To increase the
revenue from
$ 13 million in
1999 to
$ 21 million in
2001

6. Early
years
&
Current
situation

7. •Founded in 1989.
•Manufactured and marketed
refrigerated cup yogurt.
•Followed family yogurt recipe of
founder

8. % Revenue generated by different sized yogurt
of natureview farm in year, 2000
86%
14%
% revenue
8 oz cups 32 oz cups

9. Difference
between
Natureview
Farm
&
its competitors

10. Refrigerated
Yogurt
Category
&
Yogurt
Consumers

12. 15%
5% 23%
24%
33%

13. 35%
7% 19%
15%
24%

16. 29%
46%
25%

20. Demographic segmentation of yogurt consumers
60%
30%
70%
40%
Yogurt consumers Yogurt non-consumers Men Women

23. Shelving strategy
of yogurt
products
based on
demand
&
size

24. Sales
&
Distribution
Process

25. N
U
A
P
T
E
U
R
R
Market
A

27. Monitoring of Sales
Trends

28. Supermarket Channel
VS
Natural foods Channel
Manufact
urer
Distributor
(15% margin)
Retailer
(27% margin)
Customer
Manufactu
rer
Natural
foods
wholesaler
(7% margin)
Natural
foods
distributor
(9% margin)
Retailer
(35% margin)
Customer

30. Trade
Promotions

32. Senior
Management
Team’s
3
Options

33. Option
1

34. To expand 6 SKUs of the 8-oz product line into
one or two selected supermarket channels
- Walter Bellini

35. Supporting
Factors

36. Risks

37. Option
2

38. To expand four SKUs of 32-oz,
nationally.
- Jack Gottlieb

39. Supporting
Factors

40. Risks

41. Option
3

42. To introduce two SKUs of a children’s
multipack into the natural foods channel
-Kelly Riley

43. Supporting Factors

44. Risks

45. Analysis

47. Decision

48. As per the analysis, option 1 is the
correct path as it provides the highest
revenue. Also Natureview farm would be
able to achieve 1.5% share in
supermarket channel through this option.

49. IN CASE YOU HAVE MISSED IT

50. REFERENCES
•Google search/ Image search
•Compfight.com
•Colorlovers.com
•Infogr.am
•Hbr.org

51. DISCLAIMER
Created by Durgesh Singh, NIT Durgapur, during
Marketing Internship, under Prof. SAMEER
MATHUR, IIM Lucknow