NATUREVIEW FARM A CASE STUDY
NATUREVIEW FARM
A CASE STUDY
GOALS
ISSUES
ANALYSIS
SOULTIONS
GOALS Increasing Revenue by 50%
GOALSGOALS
1999 2001
$13million
$20million
This meant increasing it’s revenue from
Which meant
Looking
for a Investor
GOALS
To achieve this, the existing Venture Capital had to ……
CASH OUT
GOALS
To expand into the SUPERMARKET CHANNEL
PROBLEM
THE BIG QUESTION PROBLEM
SUPERMARKETS
NATURAL FOOD STORES
THE TWO CHANNELS TO SELL THE
PRODUCT
PROBLEM
High dependence on BROKER
Broker FEES, Slotting FEES, Promotional ALLOWANCS
RISK !
Conflict on Final Price
PROBLEM
To expand
SKUs
Of the - oz product line into supermarkets
OPTION -1
OPTION -2
To expand
SKUs
Of the - oz product line nationally
OPTION -3
To introduce SKUs
Of children’s multipack into natural foods channel
SOLUTIONOPTION 1
Advertising cost is too much.Natureview would have paid 4,800,000 by 2001 on ads.
SOLUTION
OPTION 2
Slotting fee is too much.Natureview would have had to enter 64 supermarkets for a good cost benefit ratio
SOLUTION OPTION 3
No broker fee, slotting fee or advertising fee. It is the best possible solution to attain the needed goals
This presentation was made by Nivesh Aron while working in an internship under Prof. Sameer Mathur.