Natureview FarmCase Analysis

LET’S GO

AGENDA1- About nature view farm2-Issues and challenges

3-Market Trends4-Options

5-Recommendations

Reasons for Natureview Success

1-Strong Brand2-Effective,low-cost--Guerrilla Marketing

3-National distribution in natural foods channels

4-Strong relationships with distributors

Issues and ChallengesVenture Capital firm needs the cashOut of investment, and thus Nature

View Farm needs to increase its Revenues by 50% by the end of 2001

Its current revenue is $13 million. It needs to reach $20 million.

Market Trends

Channels that cus-tomers tend to buy

Super-marketSmall Health StoresNatural Foods

Yogurt distribution Channel

Super-marketNatural Foods

MARKET TRENDS

26%

22%

25%

27%

Yogurt market share by

Region

NORTHENMIDWESTSOUTHEASTWEST 74

%

9%

8%

9%

Yogurt distribution channels

8 OZ CUPS AND SMALLERCHILDREN MULTI-PACKS32 OZ CUPSOTHERS

MARKET TRENDS

MARKET TRENDS

3.3

2.4

2.3

0.51.5

Yogurt Market share by

Brand Super Market

DannonYoplaitOthersColumboPrivate label

2.4

1.51.90.7

3.5

Yogurt Market Share by

Brand food channelsNature-

view FarmBrown cowHorizon OrganicWhite waveOthers

OPTIONS

RecommendationsInstead of just introducing 8-oz cups,32-oz cups, cups should also be intro

duced in supermarkets.

. More shelf coverage. Better gross profit margin

. No competition for 32-oz cups

DISCLAIMER

Created by ANUJ BUNKAR,IIT Madras during a market-Ing internship under prof.

Sameer Mathur,IIM Lucknow(www.IIMInternship.com)