The Natureview Farm case presents several dilemmas for the company.

Here are
some of the most significant ones:

 Should Natureview Farm expand into the supermarket channel? This is the
central dilemma of the case. On the one hand, the supermarket channel is
much larger than the natural food channel, and it offers the potential for much
greater growth. On the other hand, expanding into the supermarket channel
would require a significant investment in marketing and promotion, and it
would also expose Natureview Farm to more competition.
 How should Natureview Farm position itself in the supermarket channel? If
Natureview Farm decides to expand into supermarkets, it will need to decide
how to position itself. Should it focus on its organic credentials, or should it try
to appeal to a wider audience? This decision will have a significant impact on
the company's marketing and branding strategy.
 How can Natureview Farm maintain its brand image as it expands into the
supermarket channel? One of Natureview Farm's strengths is its strong brand
image. However, expanding into the supermarket channel could damage this
image, as supermarkets are often seen as being less healthy and more
processed than natural food stores. Natureview Farm will need to take steps
to protect its brand image as it expands into new channels.
 How can Natureview Farm compete with larger, more established brands in
the supermarket channel? The supermarket channel is dominated by large,
well-established brands like Yoplait and Dannon. Natureview Farm will need
to find a way to compete with these brands if it wants to be successful in the
supermarket channel. This could involve developing new products, improving
its marketing and promotion, or finding a way to differentiate itself from the
competition.

These are just some of the dilemmas that Natureview Farm faces as it considers
expanding into the supermarket channel. The company will need to carefully
consider all of its options before making a decision
Should Natureview Farm expand into the supermarket channel?

Yes, Natureview Farm should expand into the supermarket channel. There are
several reasons for this.

 The supermarket channel is much larger than the natural food channel. In
1999, 97% of yogurt sales took place in supermarkets, compared to only 3%
in natural food stores. This means that Natureview Farm has the potential to
reach a much larger audience by expanding into supermarkets.
 Natureview Farm has a strong reputation in the natural food channel. The
company has been a leader in the organic yogurt market for many years, and
it has a loyal following of customers. This reputation could help Natureview
Farm to quickly gain market share in the supermarket channel.
 The supermarket channel is more efficient than the natural food
channel. Supermarkets have a well-established distribution system that can
help Natureview Farm to get its products to consumers more quickly and
cheaply. This could help the company to improve its profit margins.
 Natureview Farm is facing competition from other organic yogurt
brands. Several other companies are planning to expand into the supermarket
channel, and Natureview Farm needs to be prepared to compete with them.
By expanding into the supermarket channel first, Natureview Farm can gain a
first-mover advantage and establish itself as a leading brand.

Of course, there are also some risks associated with expanding into the supermarket
channel. For example, Natureview Farm will need to invest in marketing and
promotion to reach new customers. The company will also face competition from
larger, more established brands. However, the potential rewards of expanding into
the supermarket channel outweigh the risks. With careful planning and execution,
Natureview Farm can achieve its goal of growing sales by over 50% by expanding
into the supermarket channel.

Here are some additional considerations for Natureview Farm as it makes its
decision:

 The company's financial resources. Expanding into the supermarket channel

will require a significant investment in marketing, promotion, and inventory.
Natureview Farm needs to make sure that it has the financial resources to
make this expansion a success.
 The company's product line. Natureview Farm currently only offers 8-ounce
and 32-ounce yogurts. The company may need to develop new products or
packaging sizes to appeal to supermarket shoppers.
 The company's distribution network. Natureview Farm will need to develop a
new distribution network to reach supermarkets across the country. This could
be a challenge, as supermarkets have strict requirements for suppliers.
Overall, the decision of whether or not to expand into the supermarket channel is a
complex one. However, the potential rewards of this expansion are significant. With
careful planning and execution, Natureview Farm can achieve its goal of growing
sales by over 50% by expanding into the supermarket channel.
How should Natureview Farm position itself in the supermarket channel?

Natureview Farm can position itself in the supermarket channel in a number of ways.
Here are a few ideas:

 Focus on its organic credentials. Natureview Farm can position itself as the
leading organic yogurt brand in the supermarket channel. This would appeal
to consumers who are looking for healthy and natural products.
 Appeal to a wider audience. Natureview Farm can position itself as a yogurt
brand for everyone, not just health-conscious consumers. This would involve
downplaying its organic credentials and focusing more on its taste and quality.
 Niche down. Natureview Farm can focus on a specific segment of the
supermarket yogurt market, such as Greek yogurt or lactose-free yogurt. This
would allow the company to compete with larger brands in a more focused
way.

The best positioning for Natureview Farm will depend on a number of factors,
including the company's target market, its budget, and the competitive landscape.
However, by carefully considering its options, Natureview Farm can position itself in
the supermarket channel in a way that is successful and sustainable.

Here are some additional considerations for Natureview Farm as it positions itself in
the supermarket channel:

 The target market. Who is Natureview Farm trying to reach? Is it health-

conscious consumers, families, or a different segment of the market? The
company's target market will determine its positioning strategy.
 The competition. Who are Natureview Farm's competitors in the supermarket
channel? What are their strengths and weaknesses? The company's
positioning strategy should be designed to differentiate it from the competition.
 The budget. How much money does Natureview Farm have to spend on
marketing and promotion? The company's positioning strategy should be
realistic and achievable given its budget.
 The company's culture. What are Natureview Farm's values? How does the
company want to be perceived by consumers? The company's positioning
strategy should be consistent with its culture and values.

By carefully considering all of these factors, Natureview Farm can position itself in
the supermarket channel in a way that is successful and sustainable.
How can Natureview Farm maintain its brand image as it expands into the
supermarket channel?
Natureview Farm can maintain its brand image as it expands into the supermarket
channel by taking the following steps:

 Focus on its core values. Natureview Farm should not compromise its core
values, such as its commitment to using natural ingredients and its focus on
sustainability, as it expands into the supermarket channel. These values are
what make the company unique and appealing to its target market.
 Be transparent about its ingredients. Natureview Farm should be transparent
about the ingredients in its products and how they are made. This will help to
build trust with consumers and reinforce the company's image as a maker of
healthy and natural products.
 Use clear and concise labeling. Natureview Farm's labeling should be clear
and concise, so that consumers can easily understand what is in the product
and how it is made. This will help to avoid any confusion or misperceptions
about the company's products.
 Invest in marketing and promotion. Natureview Farm should invest in
marketing and promotion to reach its target market in the supermarket
channel. This will help to build awareness of the company and its products,
and it will also help to reinforce the company's brand image.
 Partner with trusted retailers. Natureview Farm should partner with trusted
retailers that share its values. This will help to ensure that the company's
products are displayed in a way that is consistent with its brand image.

By taking these steps, Natureview Farm can maintain its brand image as it expands
into the supermarket channel.

In addition to the above, Natureview Farm can also consider the following strategies
to maintain its brand image as it expands into the supermarket channel:

 Highlight its unique selling points. What makes Natureview Farm's yogurt
different from other yogurt brands in the supermarket channel? The company
should highlight its unique selling points in its marketing and branding efforts.
 Create a strong brand identity. Natureview Farm should create a strong brand
identity that is consistent across all of its marketing materials. This will help
consumers to easily identify the company and its products.
 Build relationships with consumers. Natureview Farm should build
relationships with consumers by engaging with them on social media and
through other channels. This will help the company to stay connected with its
target market and to get feedback on its products and marketing efforts.
 Be responsive to consumer concerns. If consumers have any concerns about
Natureview Farm's products or its business practices, the company should be
 responsive to those concerns. This will help to build trust and credibility with
consumers.

By following these strategies, Natureview Farm can maintain its brand image as it
expands into the supermarket channel and become a successful player in this
competitive market.
How can Natureview Farm compete with larger, more established brands in the
supermarket channel
Natureview Farm can compete with larger, more established brands in the
supermarket channel by taking the following steps:

 Focus on its unique selling points. What makes Natureview Farm's yogurt
different from other yogurt brands in the supermarket channel? The company
should highlight its unique selling points in its marketing and branding efforts.
For example, Natureview Farm can focus on its organic credentials, its use of
local ingredients, or its commitment to sustainability.
 Create a strong brand identity. Natureview Farm should create a strong brand
identity that is consistent across all of its marketing materials. This will help
consumers to easily identify the company and its products. For example,
Natureview Farm can use a distinctive logo and color scheme, and it can
create a tagline that summarizes its brand promise.
 Build relationships with consumers. Natureview Farm should build
relationships with consumers by engaging with them on social media and
through other channels. This will help the company to stay connected with its
target market and to get feedback on its products and marketing efforts. For
example, Natureview Farm can host contests and giveaways on social media,
and it can offer coupons and discounts to its followers.
 Be responsive to consumer concerns. If consumers have any concerns about
Natureview Farm's products or its business practices, the company should be
responsive to those concerns. This will help to build trust and credibility with
consumers. For example, Natureview Farm can create a customer service
department that is available to answer questions and address concerns.
 Offer competitive pricing. Natureview Farm will need to offer competitive
pricing if it wants to be successful in the supermarket channel. The company
can do this by negotiating with suppliers, by reducing its marketing costs, or
by offering discounts and promotions.
 Invest in marketing and promotion. Natureview Farm will need to invest in
marketing and promotion to reach its target market in the supermarket
channel. This will help to build awareness of the company and its products,
and it will also help to position the company as a leader in the organic yogurt
market.
 Partner with trusted retailers. Natureview Farm should partner with trusted
retailers that share its values. This will help to ensure that the company's
products are displayed in a way that is consistent with its brand image. For
example, Natureview Farm can partner with retailers that have a commitment
to sustainability or that focus on local products.

By taking these steps, Natureview Farm can compete with larger, more established
brands in the supermarket channel and become a successful player in this
competitive market.