This document provides a case study on Natureview Farm, a small yogurt manufacturer. It details the company's history and current situation, including key leadership figures and financial information. In 2000, Natureview Farm generated 86% of its revenue from 8 oz yogurt cups and 14% from 32 oz cups. The document also examines the refrigerated yogurt category and consumer demographics. It then outlines three options presented by the senior management team to increase revenue, including expanding product lines into supermarket channels or the natural foods channel. An analysis is provided of the risks and supporting factors for each option before a decision is made.

1. Supermarket
OR
Not??
Natureview
Farm
case study.

2. A small yogurt
manufacturer
company
Natureview
Farm

3. • Barry Landers
( CEO)
•Christine Walker
(Vice-President of
marketing)
•Walter Bellini
(VP of sales)
•Jim Wagner ( CFO )
•Kelly Riley
( Assistant
marketing Director)

4. To increase the
revenue from
$ 13 million in
1999 to
$ 21 million in
2001

6. Early
years
&
Current
situation

7. •Founded in 1989.
•Manufactured and marketed
refrigerated cup yogurt.
•Followed family yogurt recipe of
founder

8. % Revenue generated by different sized yogurt
of natureview farm in year, 2000
86%
14%
% revenue
8 oz cups 32 oz cups

9. Difference
between
Natureview
Farm
&
its competitors

10. Refrigerated
Yogurt
Category
&
Yogurt
Consumers

12. 15%
5% 23%
24%
33%

13. 35%
7% 19%
15%
24%

16. 29%
46%
25%

20. Demographic segmentation of yogurt consumers
60%
30%
70%
40%
Yogurt consumers Yogurt non-consumers Men Women

23. Shelving strategy
of yogurt
products
based on
demand
&
size

24. Sales
&
Distribution
Process

25. N
U
A
P
T
E
U
R
R
Market
A

27. Monitoring of Sales
Trends

28. Supermarket Channel
VS
Natural foods Channel
Manufact
urer
Distributor
(15% margin)
Retailer
(27% margin)
Customer
Manufactu
rer
Natural
foods
wholesaler
(7% margin)
Natural
foods
distributor
(9% margin)
Retailer
(35% margin)
Customer

30. Trade
Promotions

32. Senior
Management
Team’s
3
Options

33. Option
1

34. To expand 6 SKUs of the 8-oz product line into
one or two selected supermarket channels
- Walter Bellini

35. Supporting
Factors

36. Risks

37. Option
2

38. To expand four SKUs of 32-oz,
nationally.
- Jack Gottlieb

39. Supporting
Factors

40. Risks

41. Option
3

42. To introduce two SKUs of a children’s
multipack into the natural foods channel
-Kelly Riley

43. Supporting Factors

44. Risks

45. Analysis

47. Decision

48. As per the analysis, option 1 is the
correct path as it provides the highest
revenue. Also Natureview farm would be
able to achieve 1.5% share in
supermarket channel through this option.

49. IN CASE YOU HAVE MISSED IT

50. REFERENCES
•Google search/ Image search
•Compfight.com
•Colorlovers.com
•Infogr.am
•Hbr.org

51. DISCLAIMER
Created by Durgesh Singh, NIT Durgapur, during
Marketing Internship, under Prof. SAMEER
MATHUR, IIM Lucknow