Natureview Farm is an organic yogurt manufacturer founded in 1989 that uses natural ingredients and a special process. It is seeking to increase its revenue from $13 million to $20 million by 2001 through expansion. It is considering three options: 1) Expanding its 8-oz cup line into one or two supermarket regions, 2) Expanding its 32-oz size nationally, or 3) Introducing a children's multipack into natural food stores. The document recommends pursuing Option 1 of expanding into supermarkets initially in a limited manner due to the potential for higher revenue generation and lower costs compared to the other options.
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
Kroger's new digital marketing campaign will be featured around the theme of becoming the Midwest's Best Grocery. The campaign will feature multiple digital marketing techniques to boost Kroger in the Midwest.
Marketing mix, PRODUCT MIX, PRODUCT PLANNING & DEVELOPMEN, Steps Involved in New Product Development, PRODUCT FAILURE, PRODUCT LIFE CYCLE, PACKAGING, Packing strategies, Price Mix, Methods of pricing of pricing strategies, PLACE MIX OR PHYSICAL DISTRIBUTION, Distribution channel, Types of Channels of distribution, Promotion, Elements of Promotion Mix
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
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
Kroger's new digital marketing campaign will be featured around the theme of becoming the Midwest's Best Grocery. The campaign will feature multiple digital marketing techniques to boost Kroger in the Midwest.
Marketing mix, PRODUCT MIX, PRODUCT PLANNING & DEVELOPMEN, Steps Involved in New Product Development, PRODUCT FAILURE, PRODUCT LIFE CYCLE, PACKAGING, Packing strategies, Price Mix, Methods of pricing of pricing strategies, PLACE MIX OR PHYSICAL DISTRIBUTION, Distribution channel, Types of Channels of distribution, Promotion, Elements of Promotion Mix
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 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
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
https://nidmindia.com/
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
3. About Natureview Farm
• Founded in 1989 in Cabot, Vermont
• Manufacturer and marketer of refrigerated cup
organic yogurt
• Uses natural ingredients and special process
4. About Natureview Farm
• Natureview Farm yogurt had following
differentiating points:
• Made from organic ingredients
• Longer shelf life (50 days)
• First product to have fruits at the bottom of the
Yogurt
5. About Natureview Farm
• It was highly successful because of following
reasons:
• It used “Guerrila Marketing” strategy which was
effective as well as low-cost
• Strong brand equity and relationship with
distributors
• Strong Distribution channel
6. Issues and Challenges
• Needs to achive revenue of $20 million from
current $13 million i.e. increase revenue by 50% by
2001.
• Venture Capital firms need the returns from
investment
12. Option 1
Expand 6 SKUs of the 8-oz. product line into one or two selected
supermarket channel regions
Pros
• 8-oz. cups represent largest market
share in unit and dollar terms
• only one organic yogurt manufacturer
authorized by supermarket
• First mover advantage of organic
yogurt to move to supermarket
Cons
• Not much of experience in dealing
with supermarket chains
• High competition amongst all the
product lines of yogurt
• Increased advertising cost and SG&A
expenses
• High risk and cost
15. Option 2
Expand 4 SKUs of the 32-oz. size nationally
Pros
• Fewer offerings by competitors in this
size
• Generates an above-average gross
profit margin (43.6% vs 36% for 8-oz.
product line)
• Longer shelf life acts as a competitive
advantage
• Lower promotional expenses
Cons
• Brand may be hurt by the
promotion and lower pricing at
supermarket
• Higher slotting fees due to
national distribution
• First 12 months will be
problematic for National
distribution
18. Option 3
Introduce 2 SKUs of a children's multipack into the natural foods
channel
Pros
• Strong relationships with leading
natural foods channel retailers
• Financially lucrative
• High margins
• Low sales and marketing expenses
Cons
• Have to prolong venturing into
supermarkets
• May not reach the target revenue of $20
million by 2001
• Competitors have already expanded to
supermarkets
21. Best Option
Option 1 because
• Higher revenue generated
• Lower Slotting Fee (only 2 supermarkets)
• Transition to supermarkets
• Advantage over competitors by expanding into
supermarket
22. Recommendations
• Instead of just introducing 8-oz. cups, 32-oz,
cups should also be introduced in supermarkets.
• More shelf coverage
• Better gross profit margin
• No competition for 32-oz. cups
• Combining advantages of both the product lines.
23. Disclaimer
• Created by Manish Bhatia, SBM NMIMS Mumbai during the Marketing
Management internship under Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM LucknowManish Bhatia, SBM, NMIMS Mumbai
