Natureview Farm is a yogurt manufacturer founded in 1989 in Cabot, Vermont. By 1999, revenue had grown from $100,000 to $13 million. In 2000, it introduced multipacks and larger sizes. It is the market leader in the natural food channel but needs to increase revenue to $20 million by 2001. Three options for growth were proposed: 1) expand product lines in new regions, 2) expand larger sizes nationally, or 3) introduce multipacks in natural food channels. Quantitative and financial analysis showed that the third option was viable and aligned with the company's strengths in natural channels. This would solve the problem of revenue growth without conflicts in traditional supermarket channels.
2. Early Year’s and Growth
1989
• Founded in Cabot, Vermont
• Manufactured (8oz and 12oz) and Marketed refrigerated cup yogurt
• Only used natural ingredients
1999
• Revenue grows from $100,000 to $13 million
• Additional flavors added to its product category
2000
• Introduced Multipack and 12oz yogurt case.
• Market Leader in Natural Food Channel due to strong relationship with natural food retailers
3. Issues
VC needed to cash out of its investment in
the company.
The company has to find a new VC or
increase its revenue for high valuation.
The management aims to increase
revenues to $20m by the end of 2001
4. People Involved in the Process
Barry Landers (CEO)
Jim Wagner (CFO)
Walter Bellini
(VP, Sales)
Jack Gottlieb
(VP, Operations)
Christine Walker
(VP, Marketing)
Kelly Riley
(Ass. Marketing Director)
5. Four P’s of Natureview Farm
Product
• Natural
refrigerated
yogurt
• Size: 8oz, 12oz,
32oz and
multipacks
• 12 Different
flavors of yogurt
Price
• Rated between
$0.88 and $4
• Higher than
yogurt’s sold in
supermarket
Place
• Natural Food
Retailers
• Warehouse Clubs
• Convenience
stores and drug
stores
Promotion
• Guerilla
Marketing
• High shelf period
• No artificial
ingredients
• Natural
sweeteners and
thickeners
6. Strong Brand
Low Cost
Market leader in natural food channel
No artificial ingredients
Longer shelf life (50 days)
Entire financing through VC
Lack of risk taking abilities
Low cost marketing and sales team
Strong relationship with leading natural
food retailers
Accumulation of cash by horizon from
IPO
Being dropped out of traditional
channels due to expansion
SWOT
13. Yogurt Market Share by Region
(1999)
26%
22%
25%
27%
Northeast Midwest Southeast West
14. Problems
To increase revenue by 50% by end of 2001
Analysis of the suggestions of managers
and deciding the best.
Is Supermarket channel the only way
out?
15. Options and Dilemma
Option 1 Option 2 Option 3
• Suggested by Walter Bellini
• Expand in Northeast and West
supermarket region
• To expand to 6 SKU’s of the
8oz product line
• Suggested by Jack Gottlieb
• Expand the supermarket
channel nationally
• Expand 4 SKU’s of the 32oz
size nationally
• Suggested by Kelly Riley
• Expansion in Natural Food
Channel
• To introduce 2 SKU’s of
multipack into the natural
foods channel
16. Option 1 by Walter Bellini
Pro(s):
• 8oz cups represent the largest dollar
and unit share of the market
• Significant revenue potential due to
the category’s market demand
• First Mover advantage will benefit
the company
Con(s):
• Shift from low cost marketing to high
cost marketing
• Slotting fee for each six SKU’s brings
additional burden
• Quarterly Trade promotions
• High risk of channel conflict
17. Option 2 by Jack Gottleib
Pro(s)
• Higher profit margin than other
categories (43.6% vs 36% for the 8oz)
• Fewer competitive offerings
• 45% market share in this category
• Lower promotion expenses
Con(s)
• Expansion into supermarket channel
within 12 months
• High slotting expenses
• Readiness of consumers to enter the
brand via multi use size.
• Sales team ability to handle
expansion into supermarket channel
18. Option 3 by Kelly Riley
Pro(s):
• Strong relationship with leading
natural food retailers
• Higher financial returns
• Perfect Positioning
• The natural food channel growth is
higher than supermarkets
• Higher gross profit
Con(s):
• Many potential conflicts and other
uncertain factors that the managers could
not determine.
• Miss the opportunity to enter the
supermarket channel as first commer
19. Quantitative Analysis
The suggestion by Kelly Riley, is quantitatively viable and also appropriate because
Competitive advantage in natural food channel.
Perfect positioning
Avoids conflict between the firm and the traditional retailers
Strong brand image amidst organic food consumers
No additional slotting fee
Reduced and known competition
Keep up to Barry Landers request.
24. Option 3
Revenue
1999 $13,000,000
2000 $6,030,000
2001 $6,934,500
NET REVENUE $25,964,500
Financially Viable Option
• Option 3 is viable both quantitatively and financially
• It also solves all the problems that where to be answered.
25. Recap
Natureview Early Days and Background
People Involved
SWOT Analysis
Types of Channel
Channel and Market Analysis
Options and Dilemma
Quantitative Analysis
Financial Analysis
26.
27. DISCLAIMER
Done By
Shachin Shibi,
Sri Sai Ram Institute of Technology
Chennai
Guided By,
Prof. Sameer Mathur,
IIM Lucknow
Carnegie Mellon University (PhD)
During the remote Marketing Management Internship,
Dec’17-Jan’18