Case study on Natureview farm

1. Natureview
Farm
Case study
on

2. Introduction
Founded in 1989 in Cabot, Vermont
Manufacturer and marketer of refrigerated cup yoghurt
USPs:
• Uses natural ingredients
• Longer shelf life
• Reputation for high quality & great taste
Success factors:
• Strong brand
• Low cost “Guerrilla marketing”
• National distribution in natural food channels
• Strong relationship with distributors

3. Issues,
Challenges
&
Goals

4. Goal:
Attain the highest possible valuation in order to secure new
investors or position itself for acquisition.
Should Natureview expand into the
supermarket channel to increase its
revenue?

5. The 4Ps of marketing :

6. Product

7. Yogurt market
share by
packaging
segment, 1999
Yogurt
distribution
channel, 1999
Yogurt market share by region, 1999

8. Length of channel to
market

9. Yogurt market share
by brand

10. Strategic
options

11. Options & Dilemma

12. Option 1
Pros :
Cons :

13. Supermarket channel
margin analysis

14. Projection income
statement

15. Option 2
Pros :
Cons :

16. Supermarket channel
margin analysis

17. Projection income

18. Option 3
Pros :
Cons :

19. Supermarket channel
margin analysis

20. Projection income
statement

21. Which is the best option ?

22. Comparison of options for
year 2001

23. Thus, we choose option 1 .

24. This presentation has
been prepared by Ivy
Sinha, IEM Kolkata
during a marketing
management internship
under the guidance of
Professor Sameer
Mathur, IIM Lucknow.
Disclaimer