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
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
An exclusive case study on marketing strategy of Natureview Farm. Its about company's decision making of which strategy to choose to achieve its target goal of selling yogurt.
This Presentation on Natureview Farm (HBR CS) was created by Shomik Biswas during an Internship on Marketing Management under Prof. Sameer Mathur, Marketing Faculty, IIM Lucknow.
An exclusive case study on marketing strategy of Natureview Farm. Its about company's decision making of which strategy to choose to achieve its target goal of selling yogurt.
This Presentation on Natureview Farm (HBR CS) was created by Shomik Biswas during an Internship on Marketing Management under Prof. Sameer Mathur, Marketing Faculty, IIM Lucknow.
Natureview Farm, a yogurt manufacturer faces a challenging situation. The management team should come up with the right verdict for the company to thrive in the future.
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.
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.
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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.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
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Some keywords are searched for, just to know or to learn some information about something,
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These keywords which are searched just to know about stuff are called informational
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Conversion funnel is the journey that search visitors go through on their way to an email
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For some buyers, research is the most important part when they have to buy a product.
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Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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:
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- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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?
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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.
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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.
3. NATUREVIEW FARM
Began in 1989
Key to success was unique recipe used
which included natural ingredients
increasing shelf life upto 50 days
Revenue grew from less than $100,000 in
1989 to $13 million in 1989
4. KEY PEOPLE INVOLVED….
• Christine Walker:Vice President of
Marketing
• Barry Landers:CEO
• Walter Bellini:Vice President,Sales
• Kelly Riley
• Jack Gottlieb:Vice President,Operations
9. Option:1
• Expand 6 SKU’s of 8-oz product line into
one or two selected supermarket channel
regions
• Advocated by Walter Bellini
10. Option:2
• Expand 4 SKUs of 32-oz size nationally
• Advocated by Jack Gottlieb
11. Option:3
• Introduce 2 SKUs of a children’s multi-
pack into natural foods channel.
• Advocated by Kelly Riley
12. NATUREVIEW FARM INCOME
STATEMENT,1999
REVENUES $13,000,000 100% REVENUES
COST OF SOLD
GOODS
$8,190,000 63%
GROSS PROFIT $4,810,000 37%
EXPENSES
ADMINISTRATION $2,210,00 17%
SALES $1,560,000 12%
MARKETING $390,000 3%
RESEARCH&DEVELOP
MENT
$390,000
$260,000
3%
2%
NET INCOME
13. Yogurt Market Share by Packaging
Segment,1999(supermarket channel,in
%US Dollars
DOLLAR SHARE DOLLAR SHARE
CHANGE vs. PRIOR
YEAR
8-oz cups&smaller 74% +3%
Children’s multipacks 9% +12.5%
32-oz cups 8% +2%
Other 9% NC
14. Yogurt Market Share by Packaging
Segment,1999(Supermarket channel,in
%U.S. Dollars
DOLLAR SHARE Number of Retailers in
the Region
Northeast 26% 25
Midwest 22% 30
Southeast 25% 33
West 27% 17
15. 2 DOMINANT SALES CHANNELS
IN 1999
SUPERMARKETS
• Sold 97% of total yogurt sold by
these 2 channels
NATURAL FOOD STORES
• Sold rest 3% of total yogurt
consumed by these 2 channels
16. SUPERMARKET
• One of the 2 major distribution channels in
1999
• Comprised 97% of the total sales of 2 major
channels
• Typical retailer margin was 27% and
distributor’s margin was 15%
• Companies need to pay one time slotting fee
for each SKU
• For refrigerated yogurt slotting fee averaged
$10,000 per SKU per retail chain
19. YOGURT PRODUCTION COSTS AND
RETAIL PRICE OF SUPERMARKETS
SUPERMARKET FOOD CHANNEL AVERAGE RETAIL PRICE
8-oz cup $0.88
32-oz cup $3.19
4-oz cup multipack $3.35
20. YOGURT PRODUCTION COSTS AND RETAIL
PRICE OF NATURAL FOODS CHANNEL
NATURAL FOODS CHANNEL AVERAGE RETAIL PRICE
8-oz cup $0.74
32-oz cup $2.70
4-oz cup multipack $2.85
23. PREREQUISITE DATA
OPTION ACTION ANTICIPATED
INCREAMENTAL UNIT
SALES
1 Expand 6 SKUs of the 8-oz. size into
eastern and western supermarket
regions
35,000,000
2 Expand 4 SKUs of the 32-oz. size
nationally into supermarket channel
5,500,000
3 Introduce 2 children’s multipacks into
natural foods channel
1,800,000
24. OPTION 1-1/4
• ANTICIPATED INCREAMENTAL RETAIL UNIT
SALES:35,000,000
CURRENT REVENUE:$13,000,000
GROWTH RATE OF YOGURT SALES THROUGH
SUPERMARKETS:3%
REVENUE AT THE END OF YEAR
20000:$16,500,000+REVENUE THROUGH OTHER
YOGURT TYPES AND REST OF 2 SKUs OF 8-oz
SIZE(MIN.-20%OF14% OF
13,000,000)=$16,500,000+$364,000=$16,864,000
25. OPTION1-2/4
• IN YEAR 2001..
• SALES=$16,864,000+$1,092,000+$35,00
0,000(MINIMUM)=$52,956,000>2000,000
0
• EXTRA EXPENDITURE
• SLOTTING PRICE-$60,000
• ADVERTISEMENTS
COST=$(22,500+15,000)=$37,500
• BROKER
CHARGE=$4281210(MINIMUM)
26. OPTION1-3/4
• PROs-
It provides a huge upside opportunity for
Natureview to increase sales exploiting huge
market share of supermarkets
• It also gives it edge over competitors who
will or are planning to enter supermarket
channel
27. Option1-4/4
• CONS-
• Risk of loosing market share due to
attraction of less price sensitive cnsumers
• It would require meaningful marketing
budget since this size faces most
competition
28. OPTION2:1/3
• Anticipated increamental retail unit
sales:$5,500,000
• Sales at the end of year
2000=$18,500,000
• Growth rate=2%
• Sales at the end of year
2001=$18,610,000(minimum)
29. OPTION2:2/3
• PROs
• Gross profit margin is 43.6%,more than 9-
oz line
• Strong competitive advantage,sonce less
competitor offerings are in this line
• Less promotional fees,since it needs to be
promoted twice a year only
30. OPTION2:3/3
• CONs
• Growth rate of 32-oz product line is very low
• Market share of 32-oz product line is also not
very high
• More slotting fees will be required for national
distribution
• Increased SG&A by $160,000
• Uncertainity of achieving targetsof full
distribution in 12 months
• Uncertainity of new consumers entering this
product line
31. OPTION3:1/3
• Anticipated Increamental Retail Unit
Sales:$1,800,000
• Sales at the end of year
2000=$13,000,000+$1,800,000=148000,0
00
• Sales at the end of year
2001(minimum)=$14,8000,000+(8%0f2%
of$13,000,000)=$148,020,800
32. OPTION3:2/3
• PROs
Strong relationship of Natureview with leading
Natural Food channels
Sales team was confident to achieve distribution
target
Gross profit was 37.6%
Natural food channel was growing faster than
supermarket channel,thus it will be productive in
longer run
No additional SG&A cost or R&D expenditure
would be required
33. OPTION3:3/3
• CONs
• It would not achieve target in time frame
• It can fall prey to competitors expanding
into supermarket channels
• During marketing turbulence it woul loose
shares since people can switch over to
supermarkets during turbulence due to low
price offerings
35. conclusion
Option 1 provides the attainment of target’s
probablity most.However, profit margin is
less in that option but it can be compensated
easily with huge sales volume.
There is a risk of inability to handle
supermarket channel but,Natureview can
find a solution
Making itself vulnerable can result in more
sales,otherwise it would be stagnant and
may start declining after sometime
36. DISCLAIMER
Created during Marketing Management Internship
• CREATOR
• Ankit Raj
• Jadavpur University
• MENTOR
• Prof. Sameer Mathur
• IIM,Lucknow