Natureview Farm manufactured and marketed refrigerated cup yogurt under its own brand name. It sought to grow its annual revenue from $13 million to $20 million. It offered natural yogurt products in 8oz and 32oz cups in 12 and 4 flavors respectively, distributing through natural food stores, wholesale clubs, retailers, and drug stores. To continue its growth, it was considering expanding its 8oz product line into the supermarket channel in one or two regions, as this distribution channel saw 20% annual growth in organic yogurt sales. It needed to qualitatively examine the pros and cons of this option to determine the best path forward.

1. NATURE
VIEW
FARM
HBR CASE STUDY

2. What was
NATUREVIEW
FARM??
What were PROBLEMS
Associated??

3. Founded in 1989, Natureview farm
manufactured and marketed refrigerated cup
yogurt under the natureview farm brand name.
NATUREVIEW FARM

5. Some Names
*Christine Walker - Vice President, Marketing
*Jim Wagner - Chief Finance Officer
*Walter Bellini - Vice President , Sales
*Jack Gottlied - Vice President , Operations

6. What was the
TARGET ?

7. To grow
Revenue from
$13 Million
TO
$20 MILLION

9. THE 3 P`S
PRODUCTS
Natural yogurt (organic) in 8oz (12 flavors) and 32oz(4 flavors) cup sizes
PLACES
Natural food channel wholesale club, Retailer channel and drug stores
PROMOTION
High quality and great taste gave them growth in natural food channel, low cost
Guerilla marketing

11. 1 Analyze
YOGURT MARKET
&
DIFFERENT
DISTRIBUTION

12. WHICH
DISRTIBUTION
CHANNEL??

16. DISTRIBUTION
CHANNEL

17. OPTION 1
~Expand 6 sku of 8 oz. product line into one
or two selected supermarket channel region
~Proposed by Walter Bellini VP of sales

18. OPTION 1
BENEFITS
~ Great Upside Potential
~Unit volume growth of organic yogurt at supermarket at
20% per year from 2001 to 2006
~It has the highest incremental Demand

21. Now which option to
consider ?
Let`s see first
“Quanlitatively” by
examining PROs & CONS

31. A Presentation by
PRIYANSHU GUPTA
During an internship under
Prof. SAMEER MATHUR ,IIM
LUCKNOW