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
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.
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.
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
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.
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This presentation puts forth my own marketing plan for a newer version of the foodpanda app. This presentation summarizes the action plan in the G-STIC format
This is the analysis and review of Harvard Business School case on NatureView Farm, which is one of the leading manufacturer firm of organic flavoured Yogurt from Vermont.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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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 That's outdated.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
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2. BACKGROUND
1989
• Founded in 1989, Natureview Farm manufactured
and marketed refrigerated cup yogurt under the
Natureview Farm brand name.
1999
• Natureview Farm’s revenues had grown from less
than $100,000 to $13 million.
2000
• Natureview Farm produced twelve refrigerated yogurt
flavors in 8-oz. cups and four flavors in 32-oz. cups
and also started exploring multipack yogurt products
3. WHO IS WHO IN THE
COMPANY
• Barry Landers, Chief Executive Officer
(CEO)
• Jim Wagner, chief financial officer (CFO)
• Christine Walker, vice president of
marketing
• Walter Bellini, vice president of sales
• Jack Gottlieb, vice president of operations
• Kelly Riley, the assistant marketing director
4. Present situation
VC needed to cash out of
its investment
Need to find a path to grow
revenues by over 50% before
the end of 2001 ($20 mil)
Should Natureview Farm
expand into supermarket
channel?
5. SWOT ANALYSIS
strength weakness
1)Strong brand
2)Low cost
3)No artificial thickeners used
4)Unique, smooth and creamy
texture of yogurt
5)Usage of natural ingredients
6)Longer shelf life
1)No alternative financing
available
2)Lacks potential of taking higher
risks and costs
3)Doubt on sales team’s ability
OPPORTUNITY threats
1)Strong relationships with
leading natural foods retailers
1)Accumulation of cash by
Horizon from IPO
2)Being dropped out of traditional
channel
6. Yogurt Market Share by Packaging
Segment
74%
9%
8%
9%
8-oz. cup smaller
Children's
multipacks
32-oz. cups
7. Yogurt Market Share by Region
26%
22%
25%
27%
Northwest
Midwest
Southwest
West
10. Yogurt Market Share by Brand
Danno
n
33%
Yoplait
24%
Others
23%
Private
Label
15%
Colum
bo
5%
Supermarket Channel
Nature
view
Farm
24%
Brown
Cow
15%
Horizo
n
Organi
c
19%
White
Wave
7%
Others
35%
Natural Foods Channel
11. Yogurt Production Costs and Retail
Prices by Channel
Natural
Food
Channel
Supermarket
Food
Channel
Manufacturi
ng Cost
8-oz. cup $ 0.88 $ 0.74 $0.31
32-oz. cup $ 3.19 $ 2.70 $0.99
4-oz. cup
multipack
$ 3.35 $ 2.85 $1.15
12.
13. OPTION 1:
Expand 6 SKUs of the 8-oz
into eastern and western
supermarket regions
14. • 8-oz have highest incremental demand
• High potential to increase revenue
• First mover as organic yogurt brand to enter
supermarket channel
PROs
• High risk & high cost (marketing)
• Require quarterly trade promotions
• Advertising plan would cost $1.2 million per region per
year
• SG&A expenses increase by $320,000 annually
• Need to pay one time slotting fee
CONs
17. OPTION 2:
Expand 4 SKUs of the
32-oz size nationally
into supermarket
regions
18. • Generate higher profit margin than 8-oz size
• Strong competitive advantage: longer shelf life
• Lower promotion expenses
PROs
• Doubt on claim of new users would readily “enter the
brand” via a multi-use size
• Doubt on sales team’s ability to achieve full national
distribution in 12 months
• Needs to hire sales personnel and establish relationships
with supermarket brokers
• The 32-oz. expansion option would increase SG&A
expense by $160,000
CONs
19. Supermarket channel margin
analysis
Channel Selling
price
Margin Cost price
Retailer $2.70 27% $2.70 x 73% =
$0.1.97
Distribut
or
$1.97 15% $0.54 x 85% =
$1.67
Naturevi
ew
$1.67 ($1.67/$0..99)/$1.
67 =41%
$0.99
20. Perceived income statement
2000 2001
Unit sales 5,500,000 5,500,000
Revenues growth 550000 x 2.70 = 14,850,000 14,850,000
Projected revenue 14850000 + 13000000 =
27,850,000
27,850,000
Cost 5500000 x 0.99 = 5445000 5445000
Gross profit 9,405,000 22,405,000
Expense:
Slotting fee 4 x 10000 x 64 = 2,560,000 0
SG & A 160,000 160,000
Marketing 120000 x 4 = 480000 480,000
Broker's fee (4% revenues) 367,400 367,400
Net profit 18,837,600 21,397,600
22. • The sales team was confident that they could achieve
distribution for the two SKUs.
• The financial potential was very attractive.
• It would yield the strongest profit contribution of all the
strategies under consideration.
• The natural foods channel was growing almost seven
times faster than the supermarket.
PROs
• There were many potential conflicts and other uncertain
factors that the manager could not determine.
• Can not achieve the target objective of Natureview farm
CONs
27. DECISION
Go for option 1
Reach beyond the target objective of 20
million revenue by end of 2001 with
projected of
$31 060 000
8 –oz yogurt is the highest demand
In supermarket, can expose to more range
of customers
Will have the first mover advantages of
natural product to enter supermarket
A bit risky but in a long term will generate
revenues of 200% (as looking at two other
competitors)
28. • Created by Kolagani Harichandana,NIT Raipur,during a
marketing internship under Prof.Sameer Mathur,IIM
Lucknow.
• K.Harichandana Prof.Sameer Mathur
DISCLAIMER
