Natureview Farm is a yogurt manufacturer seeking to grow revenues by over 50% in the next 23 months. They are considering three options: 1) Expanding their 8oz product line into selected supermarket regions, 2) Expanding their 32oz line nationally in natural food stores, or 3) Expanding their children's multi-pack into natural food stores. Option 1 has the highest financial potential but also the highest risks due to competition in supermarkets. Option 2 has steady growth through natural food stores but misses the supermarket opportunity. The recommendation is Option 1 to gain visibility in supermarkets and take market share before competitors.
Natureview Farm - Harvard Case Study AnalysisAkshay Pandey
This Power Point Presentation contains a thorough analysis of Natureview Farm Case study. A brief introduction , the marketing challenges and the optimum way to handle this challenge is shown.
HARVARD BUISNESS CASE REVIEW. (Titled : NATUREVIEW FARM)
This is the solution to one of the many cases that are available at HBR.
Feel free to pass on to your mates :).
Presentation on Analysis of Harvard Case: Natureview Farm
This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur
Natureview Farm - Harvard Case Study AnalysisAkshay Pandey
This Power Point Presentation contains a thorough analysis of Natureview Farm Case study. A brief introduction , the marketing challenges and the optimum way to handle this challenge is shown.
HARVARD BUISNESS CASE REVIEW. (Titled : NATUREVIEW FARM)
This is the solution to one of the many cases that are available at HBR.
Feel free to pass on to your mates :).
Presentation on Analysis of Harvard Case: Natureview Farm
This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur
Slides made by ANKAN MUKHERJEE, IIT-ROORKEE, under the guidance and supervision during the Internship of Marketing Management by Prof. SAMEER MATHUR of IIM-Lucknow from 13 June- 10 July, 2016.........
Globalisering in ICT gastcollege aan Hogeschool Rotterdam. Open source communities werken internationaal samen aan software. Een ander perspectief op outsourcing.
Slides made by ANKAN MUKHERJEE, IIT-ROORKEE, under the guidance and supervision during the Internship of Marketing Management by Prof. SAMEER MATHUR of IIM-Lucknow from 13 June- 10 July, 2016.........
Globalisering in ICT gastcollege aan Hogeschool Rotterdam. Open source communities werken internationaal samen aan software. Een ander perspectief op outsourcing.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
The Presentation is on study of a manufacturing company, and its expected endorsement in new channel with target among target customers. Its pros and cons in distribution through new channels.
Analysis of Natureview Farm case study, Harvard Business Review. During a marketing management internship under prof. Sameer Mathur IIM - Lucknow, created by Navin Kumar Manoharan of SKASC
Natureview farm Case Study-This is the Harvard Business School case study in which most suitable business strategy to be chosen after the critical analysis of the facts mentioned in the document
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
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3. COMPANY
• Founded in 1989.
• Manufacturer and marketer of refrigerated
cup yogurt
• Differentiators:
Natural Ingredients
Longer shelf life
Reputation for high quality and great taste
• Key success factors:
Strong brand
Effective low cost “guerrilla marketing”
National distribution in natural food channel.
Strong relationships with distributors.
4. NATURAL/ORGANIC MARKET TRENDS
• Organic food market predicted to grow from $6.5 billion
to $13.3 billion over 4 years.
• Generally organic products consumers tend to be more educated,
be older and live in the Northeast and West.
• 67% of households consider price as a barrier to purchase of
organic products.
• 44% of the customers would like a wider selection of
organic products in supermarkets.
• Supermarkets are moving towards attracting
new customers by offering more organic products.
5. YOGURT MARKET TRENDS
• Concentrated- 4 competitors control over 50% share.
• Supermarkets= 97% of total sales(3% annual growth).
• Natural Food Stores= 3% total sales(20% annual growth)
• Factors in purchasing decisions:
Package type/size, flavour, price, freshness, ingredients,
Organic
6. CHALLENGE :
Identify path to grow
revenues by over 50%
within 23 months.
GOAL :
Attain against possible valuation in
order to secure new investors or position
Itself for acquisition.
7. OPTION 1
Expand 6 SKU’s of the
8-oz product line into
one or two selected
supermarket channel regions
8. PROS:
• 8-oz cups represent largest dollar and unit
share of market.
• Supermarkets fear losing market
share to natural food competitors.
• First-Mover advantage.
• Supermarkets may only authorize 1
organic yogurt manufacturer.
CONS:
• Highest level of competitive trade promotion
and marketing spend.
• Possible channel conflict between
supermarkets and natural food stores.
• Promotion and lower price at supermarkets
may hurt the brand.
• Little experience in dealing with supermarket
chains.
10. PROS :
• Natureview already has strong
relationships with leading natural foods
cahnnel retailers
• More time to prepare the company for
moving into supermarkets.
• Financially attractive.
• High margins- 37.6%.
• Low sales and marketing expenses.
CONS :
• Fast growth of natural food channel
will lead to demands equal to those
of supermarkets.
• Miss opportunity to enter
supermarkets before competitors.
11. OPTION 3
Expand 2 SKU’s of a children’s
Multi-pack into the natural
foods channel.
12. PROS :
• Financially attractive
• High Margins- 37.6%
• Low sales and marketing expenses
CONS :
• Fast growth of natural food channel
will lead to demands equal to those
of supermarkets.
• Miss opportunity to enter
supermarkets before competitors.
13. Financial Of Option 1:
• SALE PRICE
• RETAIL MARGIN
• PRICE TO RETAIL
• DISTRIBUTOR MARGIN
• PRICE TO DISTRIBUTOR
• MFC COST
$0.78
$0.21
$0.57
$0.09
$0.48
$0.31
GROSS PROFIT NV $0.07
GROSS PROFIT MARGIN 35.95%
14. Financial Of Option 2:
• SALE PRICE
• RETAIL MARGIN
• PRICE TO RETAIL
• DISTRIBUTOR MARGIN
• PRICE TO DISTRIBUTOR
• MFC COST
$2.83
$0.76
$2.07
$0.31
$1.76
$0.99
GROSS PROFIT NV $0.77
GROSS PROFIT MARGIN 43.6%
15. RECOMMENDATION
OPTION 1:
• Financials
• Only a regional distribution instead of
national which should make it easier to implement.
• Competitors are going to move into the supermarket
space and we may miss a huge opportunity by not taking
the risk.
• Higher slotting fees, but more visibility of the product.
