2. BRIEF HISTORY
1989
Founded and manufactured in
Cabot,Vermont
1999
Company Revenue growth from
$100,000 to $ 13 million
2000
Expanded to different flavors in
different sizes
3. Natural Special
processes giveYoghurt
its uniqueness, no
artificial thickeners
Uses Milk from Cows
untreated with rGBH.
The company grew
quickly to national
distribution.
It has a larger shell life.
Aided by ‘Guerilla
Marketing’
4. ISSUES AND GOALS
• VC needed to cash out its investment.
• Needed to find a path to grow revenues
by over 50% before the end of 2001.
• Should Natureview Farm expand into
supermarket channel.
5.
6. PRODUCT
- 12Yogurt flavours in 8-oz.
- 4Yogurt flavours in 32-0z
86%
14%
8-oz
32-oz
Started exploring kid multipack
yogurt product (4-oz).
13. CONSUMER DISTRIBUTION
6,8 oz. pack Kid Pack 32 oz. pack
Targeted at Women
All flavours available
All Flavours available
Contains 6-4 oz., 8-2
oz. cups
Targeted Kids and
Moms
Plain andVanilla
favorable
Used for various
Dish preparations
For Heavy Consumer
16. STRENGTH
-Strong Brand
-Low Cost
-No Artificial thickeners used
-Longer shelf life
WEAKNESS
-No alternative financing available
-Lacks potential of taking higher risks
and costs
-Doubt on sales teams ability
OPPORTUNITY
Strong relationships with leading
natural food retailers
THREATS
Accumulation of Cash by Horizon from
IPO
Being dropped out of traditional
channel
SWOT
29. DECISION
GO FOR OPTION 1
- In supermarket can expose to more range of customers.
- 8-oz Yogurt is the highest demand.
- Will have the first mover advantage of natural products to enter the
supermarkets.
- A bit risky but in long term will generate revenues upto 200%.
30. Created By: Vishal Agarwal , IIIT Bhubaneswar during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow