This document summarizes information about NatureView Farm, a small yogurt manufacturing company that has grown significantly over 10 years. It discusses the management team, growth of the company, marketing strategies, target customers, products, distribution channels, costs, potential expansion options, and decision making. The company manufactures yogurt in 8-oz and 32-oz cups and considers expanding its revenue through increased regional marketing or a new larger container size.

1. NATURE VIEW
FARM
- H A R S H E E T N A N D A

2. INDRODUCTION TO
THE CASE.

3. NATURE
VIEW
FARM
A S M A L L Y O G U R T
M A N U FA C T U R I N G C O M PA N Y.

4. MANAGEMENT
TEAM
Barry Lenders Jim Wangers
Cristine
Walker
Walter Bellin
Gack Gottlied

5. G R O W T H
O F T H E
C O M PA N Y
I N T E N Y E A R S
C O M PA N Y H A S G R O W N
F R O M L E S S T H A N 1 0 0
T H O U S A N D S $ T O 1 3
M I L L I O N $

6. NATUREVIEW IS SUCCESSFUL
BECAUSE
•Strong brand
•Effective, low – cost ‘guerrilla” marketing
•National distribution in natural foods channels
•Strong relationship with distributers

7. THE COMPANY
TARGETED
•Women
•Childre
n

8. QUESTIONS!
•Should NatureView expand to increase its
revenue?
•What marketing strategy should it use?

9. UNIQUE POINT
OF DIFFERENCE.
• Nature view’s
yogurt average
life span was 50
days which was
unique as
compared to
the competition.

10. THE COMPANY
HAS 8-OZ, 32-OZ
CUPS OF
YOGURT
• The company
also
manufactures 4-
oz cups and
yogurt packet in
tubes for
children

11. SALES WAS
THROUGH
TWO
DOMINANT
DISTRIBUTION
CHANNELS–
SUPERMARKET
S AND
NATURAL FOOD
STORE

12. WHICH
DISTRIBUTION
CHANNEL

13. FIGURE OF
LENGTH OF
CHANNELS TO
MARKET

14. YOGURT
PRODUCTION
COSTS AND
RETAIL PRICES
BY CHANNEL

15. CAN THE
COMPANY
GROW
NATUREVIEW
REVENUE TO 20
MILLION BY
2001

16. OPTION - 1
• Pros
Great upside potential
For certains market it would attract higher- income, less
price
Sensitive customers
• Cons
High amount of risk
Advertising plan would cost $1.2million per region per

17. OPTION - 2
•Pros
32-oz cups currently generated an above average
gross profit margin for natureview less
competion
•Cons
High stotting fees
Increase SG&A cost

18. OPTION - 3
•Pros
Strong relationship with retailers
Low sakes and marketing expenses
•Cons
Potential conflicts
Revenue objectives would not be met as the
year end

19. ITS GOOD WHEN YOU
HAVE OPTIONS.

20. DECISION
Either 1 or option
2 can be preferred
Option 1 is more
likely because of
the high returns

21. DISCLAIMER
C R E AT E D BY H A R S H E E T N A N D A ,
R C O E M N A G P U R , D U R I N G A N
I N T E R N S H I P BY S A M E E R M AT H U R .
W W W. I I M I N T E R N S H I P. C O M